Sales methodology
Gap selling
Gap selling is a sales methodology, introduced by Keenan, that focuses on diagnosing the gap between a buyer's current state and desired future state, then quantifying the cost of that gap to motivate change.
In short
- Gap selling is a sales methodology, introduced by Keenan, that focuses on diagnosing the gap between a buyer's current state and desired future state, then quantifying the cost of that gap to motivate change.
What gap selling is
Gap selling, from Keenan's book of the same name, is built on a single idea: people buy to close the gap between where they are now and where they want to be. The rep's job is to diagnose that gap precisely, the current state, the future state, and the measurable distance between them, and make the cost of staying put feel larger than the cost of change.
It is a deeply diagnostic methodology. Much like a doctor refuses to prescribe before examining, a gap seller refuses to pitch before understanding the buyer's situation in concrete, quantified terms.
Current state, future state, and the gap
Gap selling structures discovery around three things: the current state (what is happening today, including the technical, business, and personal impact of the problem), the future state (what the buyer wants instead), and the gap between them. The bigger and more quantified the gap, the stronger the motivation to act.
This makes gap selling a rigorous approach to the discovery call. It shares DNA with SPIN selling and consultative selling in that the rep leads with diagnosis, not product.
Frequently asked
What is gap selling?
- Gap selling is a methodology that focuses on diagnosing the gap between a buyer's current and desired future state, then quantifying the cost of that gap to drive a decision to change.
Who created gap selling?
- Gap selling was popularized by Keenan (Jim Keenan) in his book Gap Selling, which argues that buyers purchase to close the distance between their current and future state.
How is gap selling different from solution selling?
- Gap selling puts heavier emphasis on deeply diagnosing and quantifying the buyer's current-state problem before any solution is discussed, whereas traditional solution selling can move to product positioning sooner.