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Episode 13 – Keenan, Author of Gap Selling

Convince Me in 15 Minutes that sales is about you


With Keenan

Keenan is the author of the Best Selling Sales Book and Amazon #1 Hot New Release Gap Selling. As well as CEO of A Sales Guy Consulting and Training.

Likability and building relationships in sales can be overemphasized; buyers primarily seek value and solutions to their problems. Sellers should focus on credibility, demonstrating an understanding of the buyer’s problems and offering solutions, rather than trying to be liked. Outbound sales tactics have become less effective post-pandemic due to oversaturation and annoyance; buyers are resistant to engaging with salespeople. The core concept of selling revolves around influencing change and helping buyers transition from their current state to a desired one. Credibility can be established through deep understanding of the buyer’s situation and asking insightful questions that demonstrate expertise and a genuine desire to help. 

[01:39] Trust is critical in sales, but it’s not something to force; authenticity and value delivery naturally build trust.
[03:04] Buyers make decisions based on perceived value, not just likability; value is the key factor in sales. 
[05:30] Even if buyers don’t like the seller, they will still buy if there is enough perceived value in the offer. 
[06:12] Selling should focus on credibility and providing value, not on building personal relationships solely for likability.

[10:47] Post-pandemic, outbound sales tactics have become less effective; buyers are resistant due to excessive outreach. –
[12:00] The fundamental concept of selling hasn’t changed; it’s about influencing change and helping clients transition to a better state.
[13:50] Selling is about addressing clients’ problems and transitions, not just product features or experiences.
[14:44] Credibility in sales is established by understanding clients’ needs deeply and asking insightful questions, not just by product knowledge or experience.
[18:10] Sales effectiveness relies on having a framework to understand clients’ problems and asking the right questions to address them.
[20:12] Targeting specific business problems or niches in marketing and conversations improves effectiveness.
[21:05] Specializing in niche markets or specific client demographics enhances credibility and allows for deeper engagement.
[21:19] Building credibility is essential in sales; credibility enables effective assistance rather than just selling.
[22:02] Effective questioning in sales requires pre-work and understanding of client issues to ask insightful and relevant questions.
[23:39] Tailoring questions based on pre-existing knowledge or context enhances the effectiveness of sales conversations. –
[24:49] Understanding client demographics or situations helps frame questions respectfully and effectively in sales conversations.

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