Gap Selling: A Powerful Approach for Closing More Deals

Dec 6, 2023

In the competitive world of sales, standing out from the crowd is essential. You need a proven methodology that helps you connect with customers, identify their pain points, and offer solutions that drive value. Enter Gap Selling, a powerful approach that flips the script on traditional selling techniques.

What is Gap Selling?

Gap Selling, popularized by author Keenan, focuses on identifying the "gap" between where your customer is now (their current state) and where they want to be (their desired state). This gap is the source of their pain points and frustrations, and it represents the opportunity for your product or service to make a real difference.

The 5 Stages of Gap Selling:

  1. Identify the Gap: This involves asking insightful questions to understand the customer's current state, desired state, and the obstacles preventing them from achieving their goals.

  2. Quantify the Impact of the Gap: Help the customer understand the real cost of the gap in terms of lost revenue, decreased productivity, or other negative consequences.

  3. Create a Vision of the Desired State: Paint a vivid picture of how the customer's life will improve once they close the gap and achieve their desired state.

  4. Present Your Solution: Show the customer how your product or service can bridge the gap and help them reach their desired state. Focus on the specific benefits and value you offer.

  5. Collaborate to Close the Gap: Work with the customer to develop a plan for implementing your solution and achieving their desired outcome.

Benefits of Gap Selling:

  • Increased Win Rates: By focusing on the customer's specific needs and challenges, you can tailor your approach to deliver more relevant and valuable solutions.

  • Shorter Sales Cycles: By quantifying the impact of the gap, you can create urgency and motivate the customer to make a decision faster.

  • Higher Deal Values: By demonstrating the full potential of your solution, you can justify higher prices and generate more revenue.

  • Stronger Customer Relationships: Building a collaborative partnership based on mutual trust and understanding leads to longer-lasting and more profitable relationships.

Getting Started with Gap Selling:

  • Train your sales team: Equip your team with the knowledge and skills necessary to effectively implement the Gap Selling methodology.

  • Develop effective questions: Craft open-ended questions that help you uncover the customer's true needs and challenges.

  • Focus on benefits, not features: Highlight how your product or service addresses the customer's specific pain points and helps them achieve their desired state.

  • Practice active listening: Pay close attention to the customer's responses and use their words to validate their concerns and build rapport.

  • Quantify the value proposition: Use data and metrics to demonstrate the return on investment the customer can expect by working with you.


Gap Selling is a powerful sales methodology that can help you close more deals, build stronger relationships, and achieve greater success. By focusing on the customer's needs and challenges, you can create a win-win situation that benefits everyone involved.

By incorporating Gap Selling into your sales strategy, you can unlock new opportunities and achieve remarkable results. Remember, the key is to focus on the customer, understand their needs, and collaborate with them to bridge the gap between their current state and their desired future state.

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