Gap Selling by Jim Keenan cover

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 Jim Keenan

4.6(1,471 ratings)
7 min read

Brief overview

This book reveals a method of selling that puts the customer’s real problems at the center of the process. It shows how to uncover deep-seated issues, map out a desired future state, and offer solutions that bridge the gap between where the customer is and where they want to be. By reading this, you can learn how to become a trusted advisor, handle objections gracefully, and maintain a predictable pipeline.

Download on the App StoreGet it on Google Play

Introduction

Have you ever walked away from a sale wondering why the buyer simply disappeared or went with a cheaper option? This book challenges the idea that it's all about charm or fancy presentations. Instead, it points to a deeper truth: buyers make decisions based on problems they need solved, not on products alone.

You’ll see how selling is ultimately about change. The essence is helping someone move from a flawed current state to a better, future state. And while many salespeople rush to show off features and deals, the real win is in diagnosing the actual issues beneath the surface.

Filled with examples of everyday conversations, the book provides a roadmap to keep your focus on the buyer's motivations. It reveals that great salespeople proactively uncover pains and step into a “problem solver” role, rather than simply pushing a product.

Understanding the Gap

The book hinges on the idea of a “gap” that separates the buyer’s current state from their desired outcome. A small gap may mean they are only mildly uncomfortable, and so they might not act. A big gap, on the other hand, triggers urgency.

Picture someone with a minor headache: they may shrug it off and not buy expensive medication. But if a severe headache threatens an important meeting, they pay any price for immediate relief. This gap is the difference between minor inconvenience and true pain that justifies action.

By helping buyers see exactly how big their gap is, you frame the sale around the outcome, not just the product. When the buyer grasps the full impact of their issue, it’s far easier to show how your offering can solve it and why it’s worth the cost.

A gap only has value if the buyer feels a big enough difference between where they are and where they want to be.

Looking to dive deeper into Gap Selling?

Download our app to unlock every key idea and gain full access.

Download on the App StoreGet it on Google Play

What is Gap Selling about?

Gap Selling: Getting The Customer To Yes by Jim Keenan is a transformative book that redefines the traditional landscape of sales. Moving away from outdated methods, it introduces a problem-centric approach, where understanding and addressing a customer's fundamental issues take precedence. Each sale is not just a transaction, but a collaboration that bridges the gap between the customer's current challenges and their ideal future state.

Throughout its pages, Keenan emphasizes the significance of asking insightful questions, navigating the nuanced layers of objections, and designing strategies that lead customers to the inevitable 'yes'. Readers will find themselves equipped with tools to turn objections into opportunities and to frame pricing discussions within the context of holistic value. This book is a crucial read not just for making a sale but for becoming an indispensable partner to clients.

Gap Selling matters because it urges sellers to evolve with the times, to view the sales cycle through the lens of empathy and insight rather than pressure and persuasion. With authenticity at its core, the book intends to significantly impact its readers by heightening their ability to genuinely connect, consult, and convert.

Review of Gap Selling

Jim Keenan's Gap Selling is a compelling guidebook for modern sales professionals. It excels in demonstrating how problem-centric selling is not just a trend but a necessity in today's competitive landscape. The book's key strengths rest in its actionable insights and ability to foster genuine connections with customers. Keenan's emphasis on understanding the 'gap' – the difference between clients' present issues and their desired outcomes – is insightful and practical.

The narrative offers a lucid breakdown of the sales process, emphasizing discovery over declaration. Practical applications include better handling of price negotiations, through aligning costs with value, and thoughtful methods to manage objections by framing them within problem-solving contexts. The writing style is both accessible and engaging, coupling industry jargon with relatable anecdotes, making it an enjoyable read for seasoned professionals and novices alike.

Considering its insights into sales methodology, Gap Selling is tailored for salespeople, consultative roles, and business leaders keen on fostering a customer-focused approach. It effectively bridges the gap between theoretical learning and real-world application, ensuring readers walk away with strategies they can implement immediately. Readers are encouraged to approach this book with an open mind, ready to transform their sales tactics for more meaningful client interactions.

In summary, Gap Selling resonates well with anyone eager to refine their sales approach. By employing Keenan's strategies, professionals can anticipate not only enhanced sales outcomes but the nurturing of long-term, profitable client relationships. Highly recommended for a thought-provoking read and reiterated learning.

Who should read Gap Selling?

  • Sales professionals seeking to refine their skills and gain a competitive edge by understanding customer needs more profoundly.
  • Business leaders and managers who wish to cultivate a team centered around consultative selling and client engagement.
  • Small business owners eager to boost sales through client-focused solutions rather than traditional sales tactics.
  • Consultants and advisors desiring to integrate a proven, problem-centric methodology into their practice.
  • Educators and trainers in sales and marketing looking for innovative content to introduce to students or trainees.

About the author

Jim Keenan is a sales expert and the CEO/President of A Sales Guy Inc. He has extensive experience in sales and is known for his innovative approach to problem-centric selling. Keenan is the author 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," which focuses on teaching salespeople how to effectively understand and address customer needs to increase sales success. He has also been a speaker at events such as Inbound 2018, where he discussed his selling methodology.

Want to see all key ideas from Gap Selling?

Download our app to access the complete summary

Download on the App StoreGet it on Google Play

Book summaries like Gap Selling

Why readers love Mindleap

10-Minute Book Insights

Get the core ideas from the world's best books in just 10 minutes of reading or listening.

Curated For You

Discover your next favorite book with personalized recommendations based on your interests.

AI Book ExpertNew

Chat with our AI to help find the best book for you and your goals.

Reviews of MindLeap

Love how I can get the key ideas from books in just 15 minutes! Perfect for my busy schedule and helps me decide which books to read in full.

Alex R.

The summaries are incredibly well-written and the audio feature is perfect for my commute. Such a time-saver!

Jessica M.

Great app for personal growth. The insights are clear and actionable, and I love how they capture the essence of each book.

Chris P.

The app is beautifully designed and the summaries are top-notch. Definitely worth every penny!

Sarah K.

Ready to dive deeper into Gap Selling?

Get instant access to key insights from this book and thousands more

Download on the App StoreGet it on Google Play