Gap Selling

Gap Selling is a brutal, no-nonsense sales book that destroys the old-school “relationship selling” mindset. Keenan argues that buyers don’t care about your product—they care about one thing only: closing the gap between where they are today and where they want to be.

This book teaches you to:

• Diagnose the buyer’s current state with precision
• Uncover the future desired state (what they really want)
• Quantify the gap — the painful difference between the two
• Use that gap as your main sales driver
• Stop pitching and start problem-finding, not problem-solving
• Increase close rates by making buyers feel the urgency of their problem
• Overcome objections by proving the cost of inaction

Keenan gives you a complete framework: scripts, question structures, discovery techniques, and ways to build massive perceived value without lowering price.

This is a field manual for reps and entrepreneurs who want to sell bigger, faster, and at higher prices by becoming experts at diagnosing problems—not pushing products.