29 January, 2024
by Jean-Pierre Mercier

SNAP Sale – sales techniques

The SNAP sale technique is unique, is not suitable for all sales, is not accepted by all salespeople, and is often poorly described, probably because those who describe it are not real salespeople. I’ve had the opportunity to see it put into practice by some exceptional salespeople and manipulators, and I’ll describe it to you […]

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The SNAP sale technique is unique, is not suitable for all sales, is not accepted by all salespeople, and is often poorly described, probably because those who describe it are not real salespeople.

I’ve had the opportunity to see it put into practice by some exceptional salespeople and manipulators, and I’ll describe it to you in detail. Despite its shortcomings, it’s quite formidable when it comes to boosting sales.

Description

  • Simple :
    • Make what you say simple for your audience
    • Focus on one simple solution – yours
    • Keep the purchasing process as short as possible
    • Aim for closure as quickly as possible
  • Required:
    • Avoid peer-to-peer discussions with the customer, place yourself above them.
    • Present yourself as the expert, use prestigious references
    • Demonstrate that you are the right person for your customer
    • Come with figures, studies, photos and testimonials that demonstrate the unique and exceptional nature of your solution.
    • Show in a slightly “paternalistic” way what you bring to the customer, how much they need you, and how they should thank you.
  • Aligned :
    • Understand the person you’re talking to, his or her psychology and values.
    • Remind customers of their values and needs, and show them how your solution can meet them. Ask him to approve.
    • There’s no time in the sale to align your offer, just when you feel it’s relevant.
  • Priorities :
    • Show the gap between his current situation and his aspirations
    • Demonstrate that the decision is a top priority for your customer
    • Put a sense of urgency into his decision
    • Some go so far as to ask the customer to thank them for what they’ve done for them. Yes, this technique is pressure selling.

The buyer’s three phases

  • Decide whether or not to listen to the salesperson. The salesperson must show the customer the importance of meeting them, and make time for them.
  • Decide whether or not to change the status quo, knowing that it’s always easier not to change things. The seller must demonstrate that his current solution is not acceptable in terms of who he is, and his aspirations.
  • Choose our solution. The salesperson has to show him that it’s the only right thing to do, that it’s necessary, and that it’s urgent.

Conditions of use

SNAP sale is the opposite of long, complicated sales techniques, and is not suitable for long sales processes, but rather for high-pressure sales of simple items. It’s also a selling technique that’s perfectly suited to the sale of art objects, paintings, rare products, luxury goods and some rare real estate.

Advantages and disadvantages

I’ve seen how a high-level persuasion expert proceeds in the field of art, but to such an extent that it’s sometimes a swindle, which got him into a lot of trouble with the law.

The sales technique is acceptable as long as what you say is true, but if it’s based on lies, such as claiming to present a unique object based on the false testimony of an art expert, it’s a swindle.

Of course, this is an exceptional case; you can use the technique honestly, but it’s still pressure selling.

Example of use

A caricatured example, of course, but one that clearly explains the method.

  • Simple
    • Madam, I have an exceptional and unique painting to present to you.
  • Required
    • I’m the only one to own it, and it’s exceptional in both beauty and style, there’s no other like it on the market.
  • Aligned
    • It matches your home, your style, your expectations – you told me it was what you were looking for. You can’t miss it, you’ll never have this opportunity twice in your life.
  • Priority
    • It’s a priority for you, as you know: paintings are your life. It’s a once-in-a-lifetime opportunity, but you’ll have to make up your mind quickly. I’ve got other buyers, so I’ve put you first, because I like you and want to favor you. I’ll show it to you. Do you think you can say yes to me then?

It’s a deliberate caricature, but it’s what I’ve seen, and I’d say that in real life the pressure was even greater.

In conclusion

The technique is simple, effective, manipulative, does not require a CRM, and is suitable for pressure salespeople and certain types of product.

I’ve given it a rather negative review, but it’s true that it’s fast and efficient, and it’s how you use it that makes the difference. In any case, it’s a good idea to take a sales course to get the most out of the technique, or to get out of it if necessary.