BY Jessica Helinski
If you’re looking for a new sales strategy to tackle, you might want to consider “gap selling.” A relatively new method, it has become popular among those seeking to appeal to modern buyers.
What is gap selling?
In his 2018 book, CEO and president of A Sales Growth Company, Keenan introduced this method. It focuses on identifying the difference between a customer's current state and their ideal future. This "gap" defines the core problem, and the ultimate goal is to close it by offering a solution.
As Brian Nordli shares, Keenan developed this strategy during a whiteboard session to help a sales team with discovery. He emphasized that before offering advice, sales reps must first understand the customer’s “current state,” or what they’re doing now.
Ultimately, Keenan’s strategy relies on the seller’s knowledge of the prospect.
“Gap selling boils down to understanding the problems your product solves and asking enough questions to accurately measure a customer’s gap.”
What are the benefits?
This method differs from more traditional sales methods, which were more transactional.
“[The] gap selling method takes a more comprehensive approach,” writes Aangeeras N.
“It involves acting as a consultant to understand the customer’s problems and offering solutions that align with their objectives.”
Today’s buyers reject old-school selling methods. They want to work with sellers who care about them, understand their business and offer a valuable solution.
By identifying and selling to these gaps, sellers can meet buyers’ demands. And, as Nordli adds, specifically, sellers gain the following:
- Improved close rates with undecided customers by focusing on deeper problem diagnosis.
- More control over how buyers perceive their solution’s value and urgency.
How to implement gap selling
Because effective gap selling relies on a seller’s understanding of the buyer, research is the foundation. Before even meeting with the prospect, sellers must first know their “current state.”
What is current state?
Keenan lays out five elements that dictate a buyer’s current state; it’s up to sellers to uncover each:
- Their situation (location, product, customers, team size),
- The type of problem (technical and business-related)
- The impact (effects and measurable costs),
- The root cause (underlying reason), and
- Their emotions (how the problem makes them feel).
What is their future state?
Sellers must also identify the desired future state of the prospect and their business. This requires them to take the insights they’ve gathered and use them to paint a vision of an ideal future. It’s a future that, of course, uses their solution.
And if you're not sure how to best demonstrate this future, here are some expert tips to do so.
To kickstart this vision, Aangeeras suggests asking yourself:
- What kind of workplace does the prospect want?
- How will fixing the problem affect the business and the prospect personally?
Once these two states are clear, it’s time to uncover the gaps that exist between the two. And, most importantly, how your solution is the bridge.
“Your job is to figure out how big this space is,” Aangeeras adds.
“…and if it’s big enough to justify spending money on your product or service.”
Quality research drives the strategy
Note that these two states, and the gap(s), are uncovered through effective, thorough research. Taking time to gather intelligence on prospects and their business is essential. For tips on how to master this pre-sale tactic, look at this guidance.
Also, asking high-quality questions will help sellers get deeper insights. Check out top suggestions here.
Solid research, insightful conversations and thoughtful analysis will drive a successful gap-selling strategy. You’ll find that you understand your prospects better, and your relationships are stronger. This will position you to effectively sell your solution to bridge any gaps they’re experiencing.
And for even more guidance on fine-tuning your strategy, consider these other professional tips.
Photo by fauxels on Pixels
