Discovery
Gap selling
Show the gap between the buyer's current state and desired future state, and the cost of inaction.
Why it matters
Gap Selling maps where the buyer is now, where they want to be, and the cost of staying put. The bigger and clearer the gap, the stronger the case.
How to apply it
- Document current state with facts
- Define the future state with the buyer
- Quantify the cost of the gap
Common mistakes
- Leading with product
- Leaving the future state vague
Quick answers
What is Gap selling?
Show the gap between the buyer's current state and desired future state, and the cost of inaction. Gap Selling maps where the buyer is now, where they want to be, and the cost of staying put. The bigger and clearer the gap, the stronger the case.
How do I apply Gap selling in sales?
Document current state with facts. Define the future state with the buyer. Quantify the cost of the gap.
What are common mistakes with Gap selling?
Leading with product. Leaving the future state vague.