Since summertime is a favorite time to curl up with a good novel – even a juicy beach read – you may be surprised to learn that my recommendation is a book on sales. Go ahead, try and imagine curling up in your hammock with a book on selling.
Seriously, it's that good. It's called SNAP Selling: Speed Up Sales and Win More Business with Today's Frazzled Customers by Jill Konrath, a sales consultant, author, and speaker. One of her previous books is Selling to Big Companies, a topic she seems well-versed in through her own experiences and those of clients.
Konrath describes conditions we all face – overload of information, never-ending list of things to be done, nonstop meeting schedules, constant demands for our time and energy, and more. How do we rise above the competing demands of our "frazzled customers" to not only gain their attention but also complete sales?
If you're selling corporate sponsorship, you're competing with your local events, nonprofits, sports teams, even transit authorities for moments to sell your ideas to a potential buyer. As Konrath describes, getting in the door is only the beginning. Next there are hurdles through every phase of the buying cycle, she describes, and just as you're wrenched in pain, wondering how you'll ever overcome each hurdle to endure the next one, she swoops in with a step-by-step process, complete with great ideas, examples, and sample scripts. While the book is not about sponsorship selling per se, it's enormously relevant. If you've read my guidebook, you can easily extrapolate.
No, selling today is no SNAP. But Konrath's acronym reminds us of the new rules of selling: keep it Simple, become an iNvaluable resource, ensure Alignment, and raise Priorities. Otherwise, we're gone in a snap when people and businesses delete our emails and voice mail messages without ever knowing how valuable our sponsorship offerings may be.
Click on the image and visit Konrath's site to learn more, watch videos, download free resources, including a couple free chapters. On your way to the beach this weekend or if you're heading to the mall to dodge the heat, pick up a copy. And by the way, I purchased my own copy of the book, I don't know Konrath though I've heard her speak, and I have nothing to gain by making this recommendation.