Gap Selling
A new sales approach focusing on customers’ problems to increase success.
Summary of 7 Key Points
Key Points
- Shifting from Solution to Problem-Centric Selling
- Identifying the Customer’s Current and Desired States
- The Importance of Understanding the Gap
- Building Value by Focusing on the Gap
- Overcoming Objections with Gap Analysis
- Closing Deals by Demonstrating How Your Solution Bridges the Gap
- Reframing Your Sales Approach for Better Results
key point 1 of 7
Shifting from Solution to Problem-Centric Selling
The perspective of shifting from solution to problem-centric selling revolves around the idea that salespeople should focus on the buyer’s problems rather than rushing to present solutions. This approach is grounded in the belief that a deep understanding of the buyer’s challenges and pain points leads to better sales outcomes. Rather than leading with features or benefits of a product or service, problem-centric selling requires a salesperson to diagnose the issues the buyer is facing. This diagnostic approach is akin to a doctor-patient relationship, where the doctor must understand the patient’s ailment before prescribing a remedy…Read&Listen More
key point 2 of 7
Identifying the Customer’s Current and Desired States
In the approach outlined, the focus is on discovering the ‘gap’ between the customer’s current state and their desired state. It emphasizes understanding where the customer is right now in terms of their situation, challenges, and problems they are facing. This requires a thorough investigation and empathy, as it’s critical to grasp not just the surface-level issues but the underlying causes and implications that are impacting the customer’s current reality. Salespeople are encouraged to get a deep understanding of the customer’s current state by asking probing questions and listening actively to the responses…Read&Listen More
key point 3 of 7
The Importance of Understanding the Gap
The concept of ‘the gap’ is central to the approach outlined in the text, defined as the distance between the current state and the desired future state of a customer. Understanding the gap is crucial for sales professionals because it allows them to tailor their solutions to address the specific issues, challenges, or needs that the customer is facing. Recognizing this gap enables salespeople to focus on the value and benefits their product or service can offer to bridge this divide, rather than just selling a product’s features…Read&Listen More
key point 4 of 7
Building Value by Focusing on the Gap
Gap Selling suggests that a salesperson’s focus should be on the ‘gap’ between the customer’s current situation and their desired situation. This gap represents the problems the customer is facing which they wish to overcome. The salesperson’s job is to highlight this gap and show how their product or service can help bridge it. By focusing on this gap, the salesperson can build value in the eyes of the customer…Read&Listen More
key point 5 of 7
Overcoming Objections with Gap Analysis
Overcoming objections is best seen as a process of understanding and managing the ‘gaps’ between the buyer’s current state and their desired future state. This is the crux of Gap Selling. Sellers must first identify these ‘gaps’ and then propose solutions that can bridge them. This requires deep understanding of the buyer’s business and their unique challenges and needs. Sellers also need to be able to articulate how their product or service can specifically address the ‘gaps’ identified…Read&Listen More
key point 6 of 7
Closing Deals by Demonstrating How Your Solution Bridges the Gap
Closing deals in sales is often perceived as the culmination of a series of persuasive arguments and tactics. However, the perspective provided challenges this conventional approach, suggesting that the most effective way to close deals is by demonstrating how your solution bridges the gap between the current state and the desired future state of the customer. This gap represents the difference between where customers are now and where they want or need to be. The salesperson’s job is to identify and articulate this gap and to show how their product or service can uniquely address and bridge it…Read&Listen More
key point 7 of 7
Reframing Your Sales Approach for Better Results
Reframing your sales approach in ‘Gap Selling’ involves shifting from a traditional product-centric sales strategy to a problem-centric approach. This means the salesperson must focus on identifying and understanding the customer’s current state and the problems or ‘gaps’ that prevent them from reaching their desired future state. The sales approach is reframed to prioritize the customer’s needs and the value that can be provided to them through solving their problems, rather than simply selling a product or service…Read&Listen More