The SNAP Selling Framework

 

Every buyer makes 3 decisions before they buy.

This framework helps you influence all 3:

SNAP Selling is a great method to adopt.

Jill Konrath developed it for a world where buyers are busy, overloaded and balancing competing priorities.

That feels even more relevant today...

Because before anyone commits to your solution,
they're making three smaller decisions:

1. Will I give you my attention?
2. Is this worth changing for?
3. Can I justify this internally?

The 4 SNAP principles help buyers move through each stage with confidence.

1️⃣ KEEP IT SIMPLE

Make your message easy to understand.
Focus on the problem you solve and the next logical step

2️⃣ BE INVALUABLE

Bring insights that help buyers think differently.
The best conversations leave people feeling smarter than when they joined.

3️⃣ ALWAYS ALIGN

Connect your solution to the goals, priorities, and pressures your buyer is already managing.
Relevance creates momentum.

4️⃣ RAISE PRIORITIES

Help buyers understand why acting now supports their business objectives.
Timing becomes much clearer when the value is clear.

One of the reasons I like this framework is how closely it aligns with great positioning.

When your positioning is clear:

✅ Buyers understand your value faster
✅ Sales conversations become more focused
✅ Internal buy-in becomes easier
✅ Decision-making accelerates

Positioning creates the foundation.
Frameworks like SNAP help your commercial teams build on it.

That's a combination worth investing in!

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