Gap Selling
by Keenan
Selling as problem diagnosis: understand the buyer's current state thoroughly, their desired future state, and the gap between; the bigger the gap, the more the sale is worth. Keenan is combative about the usual advice (relationships, features, 'always be closing') and the diagnosis framework is strong.
Read it if…
your discovery calls are shallow and your deals stall on price.
Skip it if…
you want a gentle style; the tone is confrontational.
Three things you will actually use
- No problem, no sale.
- Diagnose the current state before prescribing anything.
- The gap is the value.
Do this first
On your next discovery call, do not mention your product until you can state the buyer's problem better than they can.
Our verdict
Diagnose the gap, then sell.
Compare with other Career books
The Closer's Survival Guide
Grant Cardone · Career
A catalogue of closes, with judgement needed.
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