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
Sell by closing the gap between the buyer's current and future state.
Keenan presents a problem-centric selling method built around uncovering the gap between a customer's current state and their desired future state. He argues that deep discovery and diagnosing the business problem matter far more than relationships or closing tricks. The book teaches salespeople to become trusted problem-solvers who quantify the cost of the status quo.
Founders selling a new product often pitch features instead of diagnosing the buyer's real problem. Gap Selling gives a discovery-first framework that helps founders understand customer pain deeply, which improves both sales and product decisions.
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