Gap Selling, a methodology developed by Keenan, CEO of A Sales Growth Company, is a problem-centric approach to sales that focuses on identifying and bridging the gap between a customer's current state and their desired future state. This sales technique is detailed in Keenan's book, "Gap Selling: Getting the Customer to Yes," which outlines the process of understanding a buyer's journey and positioning your product or service as the solution to their problems.
The Core of Gap Selling
At its core, Gap Selling is about shifting the focus from the product to the buyer's problem. Traditional sales methods often emphasize the features and benefits of a product, but Gap Selling argues that understanding the customer's specific needs and goals is more effective. This methodology requires sales professionals to ask thought-provoking questions to uncover the root causes of a prospect's issues, thereby positioning their offering as the necessary bridge to the desired outcome.
The Three Elements of Gap Selling
- Current State: This is where the customer is now. It involves understanding their physical and literal situation, the problems they are facing, the impact of these problems, the root causes, and the emotional toll it takes on them.
- Desired Future State: This is where the customer wants to be. It's the goal or the vision they have for their business or personal needs. Understanding this allows you to tailor your solution to their aspirations.
- The Gap: This is the difference between the current state and the future state. It represents the challenges or obstacles that are preventing the customer from achieving their goals. Your role is to show how your product or service can bridge this gap.
Practical Tips for Using Gap Selling
1. Conduct Thorough Discovery
- Start by asking open-ended questions to understand the customer's current situation.
- Probe deeper to uncover not just surface-level issues but the underlying problems.
- Use the information gathered to empathize with the customer and build credibility.
2. Identify the Desired Future State
- Ask the customer about their goals and what they wish to achieve.
- Encourage them to envision a future where their problems are solved, and understand how that aligns with their broader objectives.
3. Bridge the Gap
- Once you understand the current and future states, articulate how your product or service can bridge the gap.
- Focus on the value your solution provides in terms of solving their problems, not just the features it offers.
4. Customize Your Approach
- Tailor your sales pitch to the specific needs and goals of the customer.
- Avoid generic pitches and instead use the information you've gathered to present a customized solution.
5. Build Credibility and Trust
- Position yourself as a trusted advisor who is there to help the customer achieve their goals.
- Show that you understand their challenges and have the expertise to help them overcome these obstacles.
6. Focus on the Impact
- Emphasize the impact of the customer's problems and how your solution can alleviate them.
- Discuss the positive changes they can expect to see once the gap is bridged.
7. Practice Active Listening
- Listen more than you talk. This will help you gather valuable insights and show the customer that you are genuinely interested in their situation.
8. Use Gap Analysis Tools
- Employ tools like Lucidchart or other visual aids to help both you and the customer clearly see the current state, the desired future state, and the gap.
- Visual representations can make the abstract concept of the gap more tangible and easier to discuss.
9. Follow Up with a Solution Presentation
- After identifying the gap, present your solution in a way that clearly shows how it addresses the customer's specific needs.
- Use case studies or testimonials to demonstrate how you've successfully bridged similar gaps for other customers.
10. Close with Confidence
- With the gap clearly defined and your solution positioned as the bridge, the close becomes a natural next step rather than a hard sell.
- Reinforce the value and the impact of your solution as you guide the customer towards making a decision.
By implementing Gap Selling, account executives and business development representatives can move away from traditional, product-centric sales approaches and towards a more effective, problem-centric strategy that aligns with how modern buyers prefer to purchase. This method not only helps in building stronger relationships with customers but also in achieving better sales outcomes by addressing the real issues that customers face.