Chapter 13

“The best sellers focus on solving, not selling.” — Keenan, Gap Selling

In Chapter 13 of Gap Selling, Keenan challenges conventional sales tactics by emphasizing that the true mark of a successful seller lies in their ability to be a problem-solver. The Gap Seller mindset is all about putting the customer’s outcomes above personal quotas and moving beyond the traditional role of a salesperson. Instead of focusing on closing deals, Gap Sellers are dedicated to identifying real problems, exploring deep-rooted challenges, and crafting tailored solutions that drive meaningful change.

In this post, we’ll explore the core components of a Gap Seller’s mindset, why it’s essential for long-term success, and actionable strategies to help you adopt and embody this transformative approach.

The Core of a Gap Seller’s Mindset

At the heart of the Gap Seller mindset are three fundamental principles:

Customer-Centricity

A true Gap Seller always places the customer’s success above personal targets. This means understanding that your role is to serve as an extension of the customer’s team—dedicated to resolving their issues and contributing to their growth.

• Prioritizing Success: Instead of obsessing over sales quotas, focus on what the customer truly needs to succeed.
• Building Trust: When buyers see that your primary goal is to help them overcome challenges, they’re more likely to trust you and engage in a long-term relationship.

Curiosity and Probing

Gap Sellers are relentlessly curious. They don’t settle for surface-level explanations; they dig deep to uncover the true root causes of their customers’ pain points.

• Ask Open-Ended Questions: Go beyond “What’s wrong?” and ask, “What challenges have you faced with your current process?” or “How do these issues impact your daily operations?”
• Uncover Hidden Insights: By asking probing questions, you can reveal underlying problems that might not be immediately apparent, which can lead to more effective and customized solutions.

Being Solution-Oriented

Rather than pushing a product, Gap Sellers focus on outcomes. They look at the bigger picture and work to align their solutions with the customer’s desired future state.

• Outcome Focus: Emphasize how your solution will address the specific gap between the customer’s current challenges and their goals.
• Tailored Solutions: Rather than offering a one-size-fits-all pitch, tailor your recommendations to address the unique needs and circumstances of each customer.

Why the Gap Seller Mindset Matters

Adopting a problem-solver approach isn’t just a nice-to-have—it’s essential for building trust, inspiring loyalty, and achieving sustainable success.

Builds Trust and Credibility

• Genuine Care: Customers are more likely to trust sellers who demonstrate a sincere interest in solving their problems.
• Long-Term Relationships: By focusing on outcomes rather than quick wins, you lay the groundwork for long-lasting partnerships.

Inspires Loyalty

• Problem-Solver Approach: When customers feel that you’re genuinely invested in their success, they’re more likely to return for future solutions and even refer you to others.
• Reduced Buyer’s Remorse: A mutual focus on problem-solving ensures that the solution fits perfectly, reducing the likelihood of post-sale regrets.

Drives Sustainable Success

• Outcome-Driven: When you measure success by the results you deliver—such as increased productivity or cost savings—sales naturally follow.
• Empowered Customers: Customers who experience real, measurable improvements become your best advocates, driving both loyalty and referrals.

How to Develop the Gap Seller Mindset

Developing a Gap Seller mindset is an ongoing process. Here are key steps to help you shift from being a traditional salesperson to a trusted problem-solver:

Step 1: Shift Your Focus

Move away from a product-centric approach and place the spotlight on solving problems. Instead of leading with features, start by understanding the challenges that keep your customers up at night.

• Self-Reflection: Ask yourself, “Am I more interested in closing a sale, or am I committed to understanding and solving my customer’s problems?”
• Redefine Success: Begin to measure your success by the outcomes you deliver rather than the number of deals closed.

Step 2: Stay Curious

Adopt a mindset of relentless curiosity. Always be eager to learn more about your customer’s situation.

• Ask Deep Questions: Use open-ended questions to explore the intricacies of their challenges. “What’s the underlying cause of these inefficiencies?” or “How does this problem impact your team’s morale and performance?”
• Listen Actively: Truly listen to their responses, and look for recurring themes that might indicate a deeper, systemic issue.

Step 3: Embrace Empathy

Put yourself in your customer’s shoes. Understand not just the operational challenges they face, but also the emotional impact of those challenges.

• Walk in Their Shoes: Try to see the problem from their perspective, considering both the practical and emotional dimensions.
• Show Compassion: Let your customers know that you genuinely care about their success and well-being.

Step 4: Be Transparent

Honesty is crucial. Be clear about what your solution can achieve and where it might have limitations. Transparency builds trust and sets realistic expectations.

• Set Clear Expectations: Outline both the benefits and the boundaries of your solution. “Our solution can streamline your reporting process, though it doesn’t handle invoicing.”
• Maintain Integrity: Avoid the temptation to overpromise. It’s better to under-promise and over-deliver than the reverse.

Step 5: Measure Success by Outcomes

Shift your focus from making the sale to delivering tangible results. Look at your role as helping your customer achieve measurable improvements.

• Outcome Metrics: Define what success looks like for your customer—whether it’s saved time, increased revenue, or improved efficiency.
• Celebrate Achievements: Acknowledge and celebrate the positive changes your solution brings. This not only reinforces the value of your approach but also cements your role as a trusted advisor.

A Real-World Example: The Gap Seller in Action

Imagine a scenario where a client is overwhelmed by manual processes, leading to significant inefficiencies and team burnout.

The Situation:

• Customer Problem: The client’s team is bogged down by manual reporting and data entry, resulting in lost productivity and mounting frustration.

The Gap Seller Approach:

1. Probing with Curiosity:
   “What are the biggest challenges your team faces with manual processes? How do these issues affect your overall productivity?”
   
2. Focusing on Outcomes:
   “We’re not just automating tasks—we’re aiming to give your team back 10 valuable hours each week, allowing them to focus on strategic projects that drive growth.”
   

Embracing Transparency:
“While our solution doesn’t manage every aspect of your workflow, it will significantly streamline your reporting and data tracking, leading to a measurable improvement in efficiency.”

The Outcome:

By adopting a problem-solver mindset, the salesperson wasn’t just selling a product. Instead, they built trust, showcased a genuine commitment to solving the client’s issues, and ultimately helped the client experience a 20% boost in productivity. This outcome not only solved a pressing problem but also laid the foundation for a long-term, trusted relationship.

Learning from Chapter 13

To sum up, here are the key takeaways for cultivating the Gap Seller mindset:

• Think Like a Consultant: Approach every interaction with the intent to understand and solve problems rather than to simply make a sale.
• Be Outcome-Focused: Let your customer’s success drive your actions and recommendations. Measure your success by the impact you deliver.
• Cultivate Empathy: Show genuine care for the challenges your customers face and align your efforts to help them overcome these obstacles.
• Build Relationships, Not Transactions: Prioritize trust, long-term value, and partnership over short-term gains.

Reflecting on Your Approach

As you work on developing a Gap Seller mindset, ask yourself:

• Am I consistently prioritizing the customer’s outcomes over my own sales targets?
• Do I regularly ask probing questions to uncover the root of my customer’s problems?
• Am I positioning myself as a trusted problem-solver rather than a mere product pusher?

The Mindset of a Gap Seller is about more than just closing deals—it’s about building lasting relationships by genuinely focusing on solving your customer’s problems. By adopting a customer-centric, curious, and transparent approach, you not only build trust and credibility but also inspire loyalty and drive sustainable success.

When you put problem-solving at the heart of your sales process, you create value that goes far beyond a single transaction. You become a trusted partner in your customer’s journey, and in doing so, you unlock the true potential of sales.