Gap Selling Summary: It Applies to More Than Just Sales

I love reading sales books. Although I was never very good at sales, I find the process fascinating and have a lot of respect for salespeople. My favorite sales book is Gap Selling by Keenan. While it’s marketed as a sales book, it could easily be called “Gap Living” for how it applies broadly to life.

This book centers on problem-solving, curiosity, and helping others. Whether you’re aiming for a raise, preparing for a job interview, or trying to improve personal relationships, Gap Selling offers valuable principles. Keenan emphasizes that companies hire to solve problems, not just to fill roles, and that the best sellers focus on solving these problems rather than pushing products.

Nine “Truthbombs” of Selling

Early in the book, Keenan introduces nine fundamental truths about selling. Even if you only read these, the book is worth it. He expands on core concepts such as the “5 Whys,” root cause analysis, and the importance of curiosity in asking insightful questions. Many customers may not fully understand their problems—it’s up to you to discover them.

Product-Centric vs. Problem-Centric

Keenan’s approach struck a chord as I reflected on past sales interactions. Too often, salespeople focus on an idealized demo, offering solutions to problems I didn’t have. Great salespeople are invaluable because they identify real problems that even the customer may not fully recognize.

The Power of Change and the “Gap”

The main takeaway is simple: people resist change unless the future state is clearly better than the current state. This is the essence of Gap Selling. By understanding a customer’s current state, desired future state, and underlying motivations, salespeople gain permission to introduce their product or service as a solution.

I highly recommend this book. And while you’re at it, you might enjoy Keenan’s other work Not Taught. For a deeper dive, check out my review of it here.