In my marketing infancy years while I was trying to improve my elevator pitch I came across Lisa Nichols and her SNAAP technique. I loved it. I started using it and it has worked for me with great success through the years. So I would like to share it with you. As I know it is going to serve you just as well.
What does SNAAP stand for
SNAAP is a networking method for creating a snippet of your services that is Concise, Clear, Quick and Powerful. It reverses the elevator pitch technique and emphasizes the benefits of your product instead of the process.
Here Are The Elements of SNAAP
1. Results vs. Process
The main goal of the technique is to start telling the results (What) the client is going to get instead of the process (How) he/she is going to get it. In the widespread approach of the elevator pitch you begin by introducing yourself, what you do and how you do it, not what your clients get as a result of working with you.
Reality check – people don’t care about you or what you do. They care only about what they will get from their interaction with you.
The only thing your prospects care about is, “What Is In It For Me?” (WIIFM)
SNAAP shifts the focus of the conversation from you to the person you are talking to.
2. Benefit based qualifier
The middle part is a statement which elegantly qualifies your ideal prospects based on a cumulative benefit.
3. Ends with a question
The question serves as a soft call to action. It does not force the action. It invites the other party to respond. The recommended question is, “Who do you know?”
This is an open question, which is impersonal and does not require making a decision and saying yes or No to an offer. It opens up a venue for for further discussion and referrals.
4. It is short
Ideally your “pitch” should be 60 seconds or less. When starting out you might stretch it to 120 seconds. But with practice and fine tuning you should be able to squeeze it in 30–60 seconds max. Because it is brief, clear and captivating, it delivers your message, grabs the attention of your prospects and wets their appetite for learning more.
Step by step guide on SNAAP implementation
To create your SNAAP answer the following questions in this order:
1. What is my name?
2. What do I do?
3. What are the benefits of what I do?
4. Who am I looking for…
5. Ask the question, “Who do you know?”
Here is my version of SNAAP:
My name is Ivan Petarnichki and I am a Mind Reset Wizard.
As a result of learning and implementing my Mental Edge Mastery System coaches get out of their own way and achieve their financial, personal and lifestyle goals faster than they thought possible.
I am looking for individuals who want to upgrade their self-identity and belief system in record time by utilizing avant-garde mind reset techniques that produce profound mental shifts in minutes.
Who do you know?
Note: Mentioning your name and what you do are not essential elements of SNAAP, but it is good to introduce yourself to an audience that has never heard of you. Keep that intro as short as possible. Just state your name and specialty. The bulk of your pitch should focuses on answering questions 3 and 4.
Whether you are at a networking event, writing a short pitch to a prospective client or updating your social media profile the SNAAP is a powerful tool that will help you ditch your elevator pitch and capture the attention and interest of potential customers. Iterate your SNAAP regularly. It is going to get better and better with time and practice.
Here is a video of Lisa Nichols explaining the SNAAP Technique with examples..