Gap Selling | Keenan

Summary of: Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price
By: Keenan


Discover a revolutionary approach to sales in ‘Gap Selling,’ where author Keenan changes the way we think about selling and provides invaluable insights for finding success in the sales world. By focusing on problem-centric selling and bridging gaps for customers, this book teaches you how to read prospects’ minds, anticipate their needs, influence their decision-making processes, and ultimately improve your close rates. Delve into the core principles behind every sales transaction and learn how to execute effective strategies tailored to solving your customers’ unique problems. Embrace the discovery process, as it plays a pivotal role in closing sales and laying the foundation for a result-oriented sales culture.

Mastering Gap Selling

Salespeople who embrace gap selling understand that customers don’t buy products or services. They buy change. Learning about gap selling techniques helps salespeople anticipate buyers’ needs, personalize solutions, maximize their value as a resource, offer superior service and create a sense of urgency. By bridging the gap between buyers’ problems and solutions, salespeople can reduce sales cycles, improve close rates, prevent complications and enhance predictability. Effective gap sellers read prospects’ minds to unearth objections and find solutions. They also influence the change process to get customers to buy into their solutions.

Nine Principles of Successful Sales

In this book summary, the author emphasizes the importance of identifying a gap in consumers’ lives that can be filled by a product or service. They stress that sales are emotional and customers do not like change, but they do when they realize it is worth the cost. Asking “why” can help identify motivators for buyers. A positive future state is crucial for sales, and it’s essential to understand that prospects care about solving their own problems, not the salesperson or their product. By assessing, explaining, and fixing their problems, salespeople can bridge the gap and achieve success.

Selling as a Giving Profession

Salespeople should prioritize solving their customer’s problems over selling their product or service. By understanding the customer’s pain and providing solutions, salespeople can establish credibility and expertise. The key is to focus on giving and communicating, “I can help. We can fix this.” Salespeople should engage in a comprehensive discovery process to learn about the prospect’s business and problems, and then demonstrate their deep knowledge. Ultimately, the goal is to deliver value by helping customers solve problems through the offerings, taking them from pain to pleasure.

Unlocking Sales with Discovery

“Use your research to develop a Problem Identification Chart (PIC) that lists the problems your offering solves for a client.”, states this book. And it’s true; by gathering crucial information during the discovery stage of sales, one can personalize solutions and win over clients. The discovery process requires asking various types of open-ended questions that provide details, insights, and perspectives from the prospect’s point of view. The key is to remain problem-centric rather than product-centric and build a trusting relationship with the prospects. The four critical questions that help in arriving at ‘Yes’ answers and collaborating with prospects are identifying whether the prospect experiences a problem, admitting the problem, willingness to solve the problem, and finally, readiness to embark on a journey together to solve the said problem. By aiming to understand the prospect’s problem in depth, salespeople can create a cheat sheet of decision criteria that the prospect will evaluate before making a purchase. To conclude, never settle for surface level answers, dig and learn as much as possible about the prospect’s needs and wishes and use it to close sales.

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