Gap Selling is a sales methodology that focuses on identifying and addressing the gaps or challenges faced by potential customers, with the aim of helping them achieve their desired future state. It was developed by Keenan, a sales expert and author of the book "Gap Selling: Getting the Customer to Yes."
The key idea behind Gap Selling is that customers make buying decisions based on their perception of their current situation and their desired future state. The "gap" refers to the difference between these two states. The methodology helps sales professionals understand and quantify this gap, and then position their product or solution as the means to bridge that gap.
Here is an overview of the Gap Selling methodology:
Identify the current state: The salesperson begins by understanding the customer's current situation, challenges, and pain points. This involves asking probing questions and actively listening to the customer's responses.
Identify the future state: The salesperson helps the customer envision their desired outcome or future state. By asking thought-provoking questions, they encourage the customer to articulate their goals, aspirations, and the outcomes they hope to achieve.
Quantify the gap: Once the current and future states are clear, the salesperson quantifies the gap between the two. This involves analyzing the specific areas where the customer's current state falls short of their desired future state. The gap is often expressed in terms of metrics, such as cost savings, revenue growth, or efficiency improvements.
Create urgency: The salesperson emphasizes the importance of closing the gap and highlights the negative consequences of inaction. By establishing a sense of urgency, they motivate the customer to take action and address their challenges.
Connect the solution: The salesperson presents their product or solution as the means to bridge the identified gap. They focus on demonstrating how their offering directly addresses the customer's specific challenges and helps them achieve their desired future state.
Handle objections: During the sales process, objections from the customer are anticipated and addressed. The salesperson acknowledges and understands the concerns raised, and provides relevant information or evidence to alleviate those concerns.
Gain commitment: The final step is to gain the customer's commitment to move forward with the solution. The salesperson guides the customer through the decision-making process, addresses any remaining doubts, and helps them understand the value and benefits of the proposed solution.
Gap Selling encourages a consultative and customer-centric approach to sales. By focusing on the customer's needs and aspirations, it aims to build trust, establish value, and ultimately close deals by aligning the solution with the customer's desired outcomes.