Gap Selling

《Gap Selling》：销售的新范式

Have you ever felt like you're working incredibly hard in sales, putting in long hours, making countless calls, sending endless emails, and yet, you're still losing deals you should have won?

"Have you ever felt like you're working incredibly hard in sales...and yet, you're still losing deals you should have won?" **理解并利用差距销售（Gap Selling）的核心概念**。 《Gap Selling》这本书的核心在于理解客户的“当前状态”和“期望的未来状态”之间的差距。传统的销售方式往往侧重于产品及其功能，而差距销售则强调深入了解客户的问题、这些问题的影响以及问题的根本原因。 差距销售的关键在于帮助客户认识到他们当前现实与理想未来之间的差距，然后将你的产品或服务定位为弥合这一差距的桥梁。这需要销售人员从产品推销者转变为问题发现者。 《Gap Selling》中强调通过提问来了解客户的挑战、目标和挫折。积极倾听、做笔记并深入挖掘，使用“请详细说明”等短语来更全面地了解客户的当前状态和期望的未来状态。这样能更好地定位你的解决方案。 差距销售不是找到任何问题，而是找到“正确”的问题。《Gap Selling》强调关注那些给客户带来最大痛苦、阻碍他们实现目标的问题。这些问题通常不是技术问题，而是潜在的业务问题，甚至是生存问题。

"What if the problem isn't your effort, but your approach?" **成为问题发现者，而不仅仅是产品推销者**。 《Gap Selling》认为销售人员应该专注于发现问题。这意味着要进行调查研究，了解目标市场的行业，并预测他们可能面临的挑战。要创建直接针对这些问题的信息，而不是仅仅吹嘘产品的功能。 差距销售教会你改变策略。与其说“我们的产品可以做X、Y和Z”，不如说“你是否在A、B和C方面遇到困难？我们已经帮助你所在行业的其他公司克服了这些挑战，我相信我们也可以为你做同样的事情。” 《Gap Selling》建议创建一个目标客户面临的最常见问题列表。然后，设计直接解决这些问题的信息。利用你的网站、社交媒体、电子邮件活动和电话来突出这些问题并提供解决方案。成为解决这些特定挑战的首选资源。 《Gap Selling》强调，你的首要目标是让客户*让你帮助他们*。这意味着将自己定位为值得信赖的顾问、行业专家，以及真正关心他们成功的人。

"The discovery phase is the heart of Gap Selling." **进行深入的发现过程**。 发现阶段是差距销售的核心。在这里，你需要揭示客户的当前状态、未来状态以及问题的根本原因。这不是一个快速的问答环节，而是深入了解他们的业务、流程和痛点。 《Gap Selling》强调提问探索性问题、流程问题和激发性问题的重要性。探索性问题帮助你了解他们情况的细节。流程问题帮助你了解他们组织内部的工作方式（或不工作方式）。激发性问题挑战他们的假设，帮助他们以不同的方式思考他们的问题。 《Gap Selling》中提到，发现过程的语气与你提出的问题同样重要。你需要创造一个安全的环境，让客户能够坦诚相待。避免评判或指责。相反，以真正的好奇心和帮助的愿望来进行对话。 在《Gap Selling》中，演示不是为了炫耀产品的每一个功能。而是为了展示你的产品如何专门解决你在发现阶段发现的问题。这是为了将客户的当前状态、未来状态和你的解决方案联系起来。

"In Gap Selling, the demo is not about showing off every bell and whistle of your product." **提供有针对性的演示**。 Keenan建议根据你发现的问题创建一个“演示地图”。此地图应按影响程度从大到小列出问题。然后，你的演示应只关注解决这些问题。任何与解决这些问题无关的内容都应省略。 在每次演示之前，回顾你的发现笔记并创建你的演示地图。《Gap Selling》中强调，练习你的演示，专注于你将要解决的具体问题。明确你演示的每个功能将如何帮助客户实现他们期望的未来状态。 如果客户告诉你他们最大的问题是客户服务响应时间慢，不要浪费时间向他们展示与营销自动化相关的功能。专注于那些能帮助他们改善响应时间的功能，如自动工单、知识库集成和实时聊天。

"Finally, let's look at how to build a predictable pipeline." **建立可预测的销售流程**。 《Gap Selling》提供了一个框架，用于建立一个不是基于猜测，而是基于对客户需求和动机的深刻理解的流程。一个关键因素是确定客户的决策标准。这意味着不仅要了解他们*在寻找什么*，还要了解*为什么*。他们的必备条件是什么？他们的可有可无的条件是什么？他们的交易破坏者是什么？你越了解他们的决策过程，就越能评估完成交易的可能性。 另一个关键因素是确定客户的内在动机。是什么驱动他们改变的愿望？是害怕落后于竞争对手吗？是增加收入的愿望吗？是提高效率的需求吗？了解他们的内在动机能给你带来强大的优势，因为这能让你调整你的信息和解决方案，以与他们最深层次的需求产生共鸣。 《Gap Selling》中，Keenan认为许多反对意见实际上是销售人员自己造成的，因为他们没有进行彻底的发现。如果你真正理解了客户的问题及其影响，你应该能够预测并解决大多数反对意见，甚至在它们出现之前。 《Gap Selling》这本书强调改变销售的基本心态。不是要咄咄逼人，而是要成为一个问题解决者、一个值得信赖的顾问、一个客户成功的伙伴。

• The Gap: The core concept of "Gap Selling" is identifying the space between a customer's current state and their desired future state.
• Problem-Focused: "Gap Selling" emphasizes understanding the customer's problems, their impact, and root causes, rather than pushing product features.
• Become a Problem-Finder: Salespeople should be proactive in identifying and understanding the common problems of their target market. Craft messaging around these problems.
• Killer Discovery: Conduct in-depth discovery to uncover the customer's current state, future state, and the root causes of their problems using probing, process, and provoking questions.
• Targeted Demos: Demos in "Gap Selling" should focus exclusively on how the product solves the specific problems identified during discovery.
• Predictable Pipeline: "Gap Selling" helps build a predictable pipeline by understanding customer decision criteria and intrinsic motivations.
• Objection Handling: Many objections are self-inflicted; thorough discovery in "Gap Selling" can anticipate and address most objections.
• Trusted Advisor: "Gap Selling" positions salespeople as trusted advisors who genuinely care about the customer's success.
• Email Response Probability Scorecard: Use this tool (from "Gap Selling") to craft emails that are intriguing, relevant, and problem-focused.
• Customer-Centric Approach: "Gap Selling" shifts the focus from "always be closing" to a collaborative, customer-centric approach.
• "Gap Selling" emphasizes that your primary goal is to get the customer to *let you help them*.

• Sales professionals who are frustrated with traditional sales methods and are looking for a more effective approach.
• Salespeople who are losing deals they feel they should have won, despite their hard work and effort.
• Anyone who wants to move from being a product-pusher to a problem-solver and trusted advisor.
• Sales teams looking to improve their discovery process and create more targeted and effective demos.
• Individuals seeking to build a more predictable sales pipeline based on customer needs and motivations.
• Sales leaders who want to implement a customer-centric sales methodology within their organization.
• Those struggling to connect with prospects and want to learn how to craft compelling messaging that resonates.
• Anyone interested in learning how to identify and leverage the "gap" between a customer's current state and desired future state, as described in "Gap Selling".
• Readers wanting to understand how to uncover the root causes of customer problems, not just the surface-level issues.
• Salespeople who want to master the art of asking probing, process, and provoking questions during discovery, a core tenet of "Gap Selling".
• Individuals seeking to improve their ability to handle objections by anticipating them through thorough discovery, as taught in "Gap Selling".

In 'Gap Selling' by Keenan, how is the 'Current State' defined and why is it crucial?

• Current State: The current state is the buyer's present situation, encompassing all their problems, challenges, and circumstances. It's the starting point for understanding their needs.
• Outdated Technology: A practical example is a company struggling with low sales due to outdated technology. This is their current state.
• Baseline for Comparison: Psychologically, understanding the current state creates a baseline for comparison and highlights the urgency for change.

How does Keenan define the 'Future State' in 'Gap Selling', and what role does it play?

• Future State: The future state is the buyer's desired situation after implementing a solution. It's where they want to be.
• Increased Sales and Efficiency: For example, the company with outdated technology envisions increased sales and efficiency with new systems. This is their future state.
• Motivation and Vision: Psychologically, the future state provides motivation and a clear vision of the positive outcomes of change.

What is 'The Gap' according to 'Gap Selling' by Keenan, and how is it measured?

• The Gap: The gap represents the distance between the current state and the future state. It quantifies the problem and the potential for improvement.
• Sales Difference: The gap could be the difference between current low sales and projected high sales after implementing new technology.
• Creates Urgency: Psychologically, the gap creates a sense of urgency and highlights the need for a solution.

How does 'Problem Identification' work in Keenan's 'Gap Selling' methodology?

• Problem Identification: Problem identification involves pinpointing the specific issues hindering the buyer from reaching their future state.
• Inefficient Processes: This could include identifying inefficient processes, lack of training, or inadequate resources.
• Builds Trust: Psychologically, accurate problem identification builds trust and credibility with the buyer.

What role does 'Change' play in the 'Gap Selling' framework by Keenan?

• Change: Change, in the context of Gap Selling, is the process of moving the buyer from their current state to their desired future state.
• Implementing Solutions: This involves implementing solutions and strategies to address the identified problems.
• Willingness to Change: Psychologically, understanding the buyer's willingness and capacity for change is crucial for successful selling.

How are 'Discovery Questions' used in Keenan's 'Gap Selling' approach?

• Discovery Questions: Discovery questions are open-ended questions designed to uncover the buyer's current state, future state, and the gap between them.
• Open-ended Questions: Examples include: 'What are your biggest challenges?' or 'Where do you see your company in five years?'
• Encourage Critical Thinking: Psychologically, these questions encourage the buyer to think critically about their situation and articulate their needs.

According to 'Gap Selling' by Keenan, how does understanding the 'Cost of the Problem' influence the sales process?

• Cost of the Problem: The cost of the problem refers to the negative consequences of the buyer remaining in their current state.
• Lost Revenue: This could include lost revenue, decreased productivity, or missed opportunities.
• Increases Motivation: Psychologically, understanding the cost of the problem increases the buyer's motivation to change.

How does Keenan emphasize the 'Value Proposition' in 'Gap Selling'?

• Value Proposition: Value proposition, in Gap Selling, focuses on the benefits the buyer will gain by bridging the gap and achieving their future state.
• Tangible Results: It highlights how the solution addresses the identified problems and delivers tangible results.
• Resonates with Desires: Psychologically, a strong value proposition resonates with the buyer's desires and motivates them to purchase.