Jill Konrath's latest book, SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers, is an indispensable resource that instructs readers on how to be successful with today's "frazzled" decision makers. Packed full of straightforward and simple concepts, this timely and relevant book provides superior sales advice helping to shorten the sales cycle.
- Simple, as we have a vital role to play in helping our prospects deal with the complexities that surround the decision-making process
- iNvaluable, due to a fast-paced world where it’s difficult for prospects to differentiate vendor offerings
- Aligned, because we should remain focused on the things that really matter to our prospects, and
- Prioritized, because if we’re not dealing with issues that are urgent, we’re irrelevant to our prospect.
The four factors listed above are important throughout three key phases of the prospect's decision-making process. Konrath describes the three phases as follows:
- The first decision is to allow us access, during which our prospect moves from oblivious (no interest in connecting) to curious (agreeing to a conversation).
- The second decision is to initiate change, helping the prospect move from complacent (will listen to ideas) to committed (they have concluded that the status quo is unacceptable).
- The third decision is to select resources, which will help our prospect move from open (they are considering their options) to certain (they have made their choice).
Konrath's concluding advice is to "realize that you are the biggest differentiator of all. Become an expert. Know your customer's business and marketplace trends as well as they do. Constantly be thinking about how to help customers reach their goals. Competitors can create copycat products and services overnight, but no one can replicate you and your brain. Your ability to provide a continuous stream of fresh ideas, insights and information to corporate buyers will make you irresistible, invaluable, and ultimately, indispensable."
Donna Dilley is a business etiquette consultant based In Roanoke, Virginia. She writes a business etiquette column for Valley Business FRONT.
Handshake 2.0 thanks Nick Owen of Portfolio / Penguin for the gift of a review copy of Snap Selling.