How Do You Sell In The Gap?

April 26, 2019 Brandon Redlinger

keenan vlog

As a marketer, one of the fundamental beliefs that I hold is that it’s my #1 job to support the Sales team. At the end of the day, goal is the same – close more business. That’s why I love keeping up with Sales books, processes, methodologies, etc. Not only do I get more empathy and understanding of my counterparts in Sales, but I also get more respect from them.

I recently read Gap Selling by Keenan, and I love how he breaks down the art of selling. Keenan is an author, keynote speaker and runs A Sales Guy. So, in today’s vlog, I wanted to dive deeper with Keenan on a core principle in the book – getting to the root cause of your customer’s pain.


(View on YouTube)



There is one fundamental thing in sales and marketing that, if you understand this, it makes everything else easier. And it’s this. Start by fully understanding the current state of things. Where is your prospect right now? What’s their situation? And then move to understanding where do they want to go? What is the future state, where’s their end goal? And then bridging the gap between the two. And that’s gap selling.

Hey every one, Brandon Redlinger here, Director of Growth at Engagio, and I want to talk to you today about that very topic, gap selling. And my man Keenan wrote a phenomenal book about that topic called Gap Selling. Now Keenan is known as A Sales Guy. He’s a former CU alum, and just one of the most brilliant sales guys out there. So definitely go check out the book right now.

And one thing that I loved that he talks about in the book is this – it’s not your command and understanding of your solution that gives you credibility in the market. It’s your command and understanding of the problem that gives you credibility.

So, my question for you today, Keenan, is how do we sell in that gap? What’s the process of selling in the gap? What’s that line of inquiry that helps us really develop needs in the customer to make sales and marketing easier?


Brandon, my man. What’s up, brother? Listen, I love how you broke down gap. Current state, future state. Space in between is the gap. The more gap, the bigger the value because the value lives in the gap. But I thought you asked a really good question on how do you help people understand the problem, how you can fix the problem. And that’s in the root cause.

In the current state, I break it down into five stages. 1) Physical and literal, 2) problem, 3) impact, 4) emotion and 5) root cause. You need to understand the root cause of the problem because that’s where the issues are. That’s what they’re not executing well. That’s the execution layer. And if you’re selling a product or a service, what you’re selling is a new way to execute.

So your ability to unravel and to strip the execution process so that they can understand where the faults are, where the mistakes are, where their issues are, allows you then to come in and say, Look, you’re doing it this way now. And it’s causing this problem, this problem and this problem. When you try to accomplish A, B, and C, you get these outcomes, boom, boom, boom. You get these outcomes because you’re missing this, you’re missing that.

You can’t do this, you can’t do that. Or this continually breaks. So now you’ve explained or highlighted or confirmed that they’re not getting the outcomes they want because of the process and what’s broken or not working. So then what you do is, you come in and say our product or service doesn’t do it that way. We do it this way. So you avoid the breakages. You can do this or you can’t do this. You don’t have to do this which takes too long. You don’t have to do this because it’s cumbersome. You don’t have to do this because it’s inaccurate.

We restructure the entire process through our product, through our solution. And that’s how you get it. So when you find the problem, part of finding the problem is finding the root cause. And the root cause is where the fix is. And your product or service then should fit right in there because it should eradicate the root cause, fix the root cause or address the root cause.

And they’re like, Oh, I get it. I need to do it your way. I need to buy your product. So I hope this helps, my man. I hope these people see how you fix the problem and help customers see why it’s a problem and how it’s impacting their ability to get to their desired outcome because that’s why they buy.

Alright, my man. Thanks a bunch for all of this. This was dope. Until next time, you know what I’m gonna say. Peace, I’m out.

The post How Do You Sell In The Gap? appeared first on Engagio.

About the Author

Brandon Redlinger

Brandon Redlinger is the Director of Growth at Engagio, and is obsessed with anything Account Based Marketing and Sales related. He has been in sales and marketing his entire career, leading teams across the country from NYC to Denver to the San Francisco Bay Area. Brandon is passionate about the intersection between technology and psychology, especially as it applies to growing companies. In his spare time, you will find him buried in a book, hitting the gym or on an adventure exploring the world.

Follow on Twitter Follow on Linkedin Visit Website Visit Calendly More Content by Brandon Redlinger
Previous Article
ABM or B2B Marketing?
ABM or B2B Marketing?

For as long as the term “Account Based Marketing” (ABM) has been around, there has existed a debate about i...

Next Article
Is Having Sales Ops, Marketing Ops and Customer Success Ops the Wrong Model?
Is Having Sales Ops, Marketing Ops and Customer Success Ops the Wrong Model?

The importance of operation is paramount to the success of your business. Without operations, it would be l...


Subscribe to the best B2B Marketing Blog today!

First Name
Last Name
Opt in to future marketing communications
Opt in to future marketing communications
By filling out this form, you agree to our Privacy Policy.
Thank you!
Error - something went wrong!