Sales
Gap Selling
Jim Keenan
4.3 (3900) 8 min read 5 key ideasPremium
A B2B sales methodology arguing that salespeople succeed by diagnosing a customer's underlying business problem, not just pitching product features.
Key takeaways
- Sell to the Gap Between Current and Desired Future State
- Deep Situational Fluency Builds Genuine Sales Credibility
- Effective Questions Uncover the Genuine Gap, Not Surface Requirements
- Position Your Solution as the Bridge Across the Identified Gap
- Building Genuine Gap-Selling Capability Requires Ongoing Skill Development
Action checklist
- In your next sales conversation, diagnose the customer's current state before pitching
Final takeaway
Keenan's closing invitation: apply the gap-selling framework consistently across your sales conversations, treating situational fluency, effective questioning, and explicit solution positioning as ongoing skills requiring continued deliberate practice and refinement, rather than a conceptual framework alone sufficient for immediate mastery.
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