Gap Selling

Chapter #1: Welcome to the game

We lost because I didn’t understand the game.

IT’S NOT THAT YOU CAN’T SELL – IT’S THAT YOU CAN NOT DIAGNOSE

You aren’t losing sales because you can’t sell. You are losing them because you don’t
understand how to diagnose your customer problem(s) and how the problem(s) drive the sale.
Your product doesn’t drive the sale. The problem does, and if you can’t diagnose the
problem, no sales skill or any other sales training is going to help you.

When you reach out to get “just 15 minutes” of your buyer's timer, it’s not going to happen if
your buyer doesn’t have a problem you can solve. If what you are communicating during the
sales call does not convince your counterparty to start working with you, then your words
don’t highlight a problem that resonates with the buyer… The buyer has determined the
problem isn’t worth solving after all only because they don’t understand its magnitude. And
that is your job to explain.

You get beat up on price because solving the problem isn’t worth what you are asking…
THE PROBLEM DRIVES THE SALE. Being a great salesperson means being able to
diagnose the customer’s problem and understanding the impact it is having on their business.

QUIT JUST SELLING; SELL BETTER

I didn’t go into sales because I love selling. I did it because I love helping people and solving
problems. I love fixing shit. That’s what gap selling is all about. It’s not about pitching the
products and services; It’s about solving problems and making people’s lives easier.

You don’t understand the rules of the selling game. Many of you are still selling, and if you
are selling while you are selling, you are not selling. You are working with an outdated
concept of what selling is all about. You are missing out on important sales principles and
techniques that can provide you with so much insight into your customers and what they need
that you will be halfway to securing the deal before you do the demo.
 Chapter #2: The Nine Truthbombs of Selling

Truth #1: No problem, No sale

Every sale starts with a problem. If a problem doesn’t exist, there is no sale – period… Every
sale is initiated with someone being unhappy, frustrated, angry, sad, irritated, or some other
emotion about a problem that is negatively affecting them. This frustration with the problem
acts as the catalyst for change.

You have to know the problem your buyers and prospects are struggling with and the impact
it’s having on them. Without it, there is no sale.

Truth #2: In every sale, there is a gap

Every sales transaction is about identifying a gap – the distance between where customers are
now (their current state) and where they want to be (their future state)… Frequently,
however, the gap only appears small, and a little digging around reveals an impending
sinkhole. Sometimes the gap appears bigger than it really is. Sometimes, it doesn’t seem like
there is a gap at all. But you can't know for sure what’s real unless you look closely.

The worst thing in the world you can do at the beginning of a sale is to take your
buyer’s word for granted or sell to a need… a need assumes the customer knows what they
want, and that’s a bad assumption. Sure, they think they know what their problem is, but what
if they’re wrong?

Never sell to need. If you only solve the problem your buyer thinks they have instead of the
one they really have, you haven't helped them at all. You're like a doctor treating the
symptoms instead of the disease. No, it's worse than that. You're like a doctor who has
completely missed the fact that there is a disease! The real sickness is still lurking, and
unchecked it could get much, much worse. To genuinely be of service to every customer, you
have to go into every sale aware that what looks real, and what your customer thinks is real,
might not be real.

Gap selling is a process of tactfully challenging buyers’ assumptions… The more impact,
the larger the gap. And the larger the gap, the more valuable the solution, i.e., your product or
service.

Truth #3: All sales are about change

… Whether they want something better or are getting away from something painful,
customers buy because they’ve gotten uncomfortable and have identified something that will
ease their discomfort. In other words, they feel a need to change.

Truth #4: Customers don’t like change (even when they say they do)

… research indicates that humans don’t actually like much of any change, unanticipated or
not. Repeatedly, their behavior shows they value tradition, consistency, and familiarity over
what’s new, unconventional, and foreign. The whole category of dishes that we call comfort
food exists because humans feel best when they are emotionally transported back to places
and times enshrined in nostalgia. We generally feel good when we are in the presence of
something that reminds us of our Mom, our family, or the home where we grew up. Not only
that, even when we have no personal connection, we tend to automatically attribute positive
feelings toward people, places, and things that have been around a long time, or at least
toward people, places, and things that we believe have been around for a long time. When
you are selling change – and as you now know, all salespeople are selling change – that deep-
rooted loyalty to the tried and familiar poses a challenge.

The Power of Longevity

… humans suffer from longevity bias, the phenomenon in which we ascribe more positive
feelings toward things that have been around for a while than toward things that are new.

[longevity promotes favorability, it may confer legitimacy]

… when people say they want change, deep down they often fear it. So even if your customer
calls you expressing complete certainty that after ten years he is ready for a while system
overhaul, as the time comes closer to closing the deal, his alarm bells are going to start to go
off. If that's true of someone who actually initiated contact with you, imagine the shit show
going on inside the dead of a prospect you have called who isn’t even sure he wants to be
talking to you at all.

Truth #5: Sales are emotional

No sales are done in neutral. Humans can experience a complex range of emotions, and any
one of them can show up at the core of a sale.

When you are asking your prospect to buy your product or service, how much change are you
asking them to endure? Is it a lot or a little? Is it easily digestible or kinda hard to stomach?
Have you done everything you can to make the change more palatable, less risky, and easier
to embrace?

… there are ten threats that cause people to resist change. Inadvertently triggering any one of
them during the sales process could easily cause your buyers to pause and reconsider whether
they really want to buy:

First: Loss of control

Entire departments have seen their speed and efficacy transformed by your product, which
allows multiple users to collaborate from anywhere. Your customer Jeannie, however, has
been the funnel for her team’s projects for years. Not only is she going to miss being the point
person, now that everyone can input their changes any time they want, but she worries she
won't be able to control the quality of the final result the way she used to. And now that she
controls the quality of the final result the way she used to. And not that the boss can see who
did what and when, he might not think her contributions to the product are as stellar as he
used to. Maybe your product isn’t such a good idea…

Second: Excess uncertainty

Marcos wants to be perceived as a forward-thinking, innovative guy, but your product is so
new to the market, that there isn’t much data or crowdsourcing feedback available yet. On
second thought, maybe it would be safer to wait another year and see how well other
companies fare with the product first…
Third: Surprises
Tyson was about to walk away, but unexpectedly, you were given permission to offer him a
great discount if he committed by the end of the quarter. He was lured back by a great deal,
but now he has to scramble to get his superiors on board. Time is getting tight. He
understands you don’t want him to miss out, but your constant reminders and check-ins are
stressing him out. He is aware of the deadline, thank you very much, but there is a protocol at
his company and he has to follow it before he can get the green light. He worries that in the
rush a detail is going to fall through the cracks. The company has been doing OK without this
new service. Maybe, they don’t need it as much as he thought they did…

Fourth: too much change at once

A new federal mandate has forced Carrie’s company to make some rapid changes and she and
all her team are feeling overwhelmed. She likes your product and wants to use it, but she has
got two thousand other things to figure out. What’s the point of purchasing now if she can’t
do it right, or if the product just sits there unused until she has time to get everyone up to
speed? One thing at a time. Maybe this can wait…

Fifth: Loss of face

Your new system is going to replace the one William implemented five years ago. He was
really proud of it, but now he wonders if the company's decision to trade it in so soon reflects
poorly on him. Maybe it would be worth showing his boss how easily he could fix some of
the minor glitches…

Six: Insecurity
Robert pitched your start-up company’s solution to his supervisors, but now that it has come
down to the wire, he is realizing that he is toast if he doesn’t work the way you promised it
would. Maybe it would be smart to call this off and go with the bigger, more established
brand…

Seven: Extra work

Your product isn’t complicated, but it is going to take some getting used to. All Adrienne can
think about is how much time she is going to waste trying to figure out how to do things she
used to be able to do without thinking twice. Maybe she should rethink the math on this
one…

Eight: The ripple effect

Leela is thrilled about the increased efficiency your service is going to bring to her
department, but she is dreading the complaints she is going to get from everyone further
down the pipeline who is going to feel that less is not more. Maybe she should take one more
look at that other service and see if it offers anything that can ease their concerns.

Nine: Past resentments

You have been completely upfront with Dave, but after the last salesman hit him with all
those unexpected fees, he is still suspicious that there is a catch. Maybe he should go with the
smaller package, just to be safe…

Ten: Real danger

Oscar knows that your new software risks making several of his coworkers’ jobs redundant.
The human touch is critical to the customer experience. Maybe the company needs to rethink
this move…
Understanding your customer’s emotional state – and especially what got them there – is key
to closing a sale.

Truth #6: Customers Do like change when they feel it’s worth the cost

They don’t like change right up until the moment they think whatever discomfort they might
experience, such as a higher price or the time spent struggling to learn a new system, will be
worth the outcome.

Humans feel positive emotions when they believe they are in control of their surroundings.
When salespeople pitch customers and try to convince them to buy, they are imposing
change, taking the control out of the customer’s hands, and putting them on the defensive.
That’s a great way to sabotage a sale. Closing a sale is about helping customers feel safe
enough to lay their defenses down and share their problems, then getting them to a point
where they feel secure and confident enough to admit they are ready for change – either to
something better or to get away from something painful. They have to come to believe the
change will be worth it.

Your buyer’s or prospect’s subconscious there-o-meter will be asking questions like these:
1. Is this going to take a lot of research?
2. Am I willing to take the time to learn what I need to know to make this decision?
3. Do I want to make the effort?
4. Will this switch be worth the expense?
5. Will this move make me vulnerable?
6. What will be the consequences if I don’t?
7. Is this change worth the risk?

The only time we are compelled to let off of the old, stick out our necks, and embrace change
is when we can envision an improved future state over our current state, and when we believe
that the benefits of that future state outweigh the cost of getting there, the effort it will require
or the possible pain we will suffer. That’s true about everything, from business operations to
job switches to deciding to get rid of your potbelly. Change only happens when the answer
to every question listed above is a solid, confident “yes”.

Truth #7: Asking “why” gets customers to “yes”

Every time you ask “Why?” you chip away at the surface layers of your customer’s psyche to
get to their intrinsic modifications, the whole reason why they ever gave you a chance to talk
to them in the first place. If you don’t know what will motivate your buyers to change,
you will rarely get them to accept that the change you offer has enough value.

… They may be very upfront about the problem they want to solve, but it may not occur to
them to tell you the real reason they want to solve it. They may not even know it themselves.
That reason is their intrinsic motivation, and there are consequences when you don’t fully
understand it.

For example, let’s say that you have two customers who want new productivity systems that
will allow them to delegate better so they can take more time away from the office. You
provide a solution that allows both to spend more time at home. Ultimately, however, their
employees still find themselves having to frequently contact their managers to get their
approval, and your customers still have to get online several hours per day to monitor
projects. This suits one customer, whose intrinsic motivation for not coming into the office so
frequently is to save on gas and avoid the road congestion that was making his blood pressure
go dangerously high. Unfortunately, you didn’t know that your other customer’s motivation
for getting that time at home was that she was about to adopt twins with special needs. The
two customers were trying to solve the same problem for very different reasons. You helped
one out, and he is happy. The other one is not, because all you did was help her trade in one
problem for another.

Knowing your customer’s intrinsic motivation allows you to solve the problems your
customers didn’t know they had. Getting to the bottom of your customer’s intrinsic
motivation for change takes time and patience. And sometimes it is frustrating, because in the
process you may discover that your product can’t produce the exact solution they need. But if
there is one thing we have learned in this new era, where not only you but also your
customers can share every thought or observation as it hits them, it is that while people are
often slow to say good things about a company online, they will take every opportunity to rip
you to shreds if you disappoint or worse, lie. Don’t risk it by selling something that causes
side effects as unpleasant as the original problem your customer’s intrinsic motivation, walk
away from the sale. Never sell something that can’t be delivered.

They want to learn how you can help them grow revenue, decrease production time, improve
their communication, or speed up their delivery. They want to know how you are going to
make their lives better. They want you to prove that you understand their needs and can
provide a customized solution that makes the future state look better than the state they are in
right now.

Truth #8: Sales happen when the future state is a better state

What kind of better future states do customers want?

Understand the current state to improve the future state

You can’t sell a future state (where your customer wants to be) unless you have a firm grasp
on your customer’s current state (where your customer is now). The current state is the
environment in which your customer currently operates, and where their problems reside.
You are going to do a deep dive into your customer’s current state to suss out those problems,
but first, you are going to need to create a document to help you in this process. It is called a
Problem Identification Chart, and you will create one even before you start reaching out to
prospects. On a sheet of paper, you will write down every problem your product or service
can solve for your prospects and customers. First, make a column and call it “Problems.”
They might be low close rates, missed deadlines, communication gaps, or an inability to
move inventory or generate more leads. These should be the real problems your prospects are
suffering. Then, you will create a column called “Impact.” In this column, you will list the
impact those problems could have on a customer, should they exist. The impact of low close
rates, for example, could be a high cost of sales, where too much money is being spent to
bring in the few sales that do go through. Maybe the impact is also slow revenue growth,
fewer customers, and increased vulnerability to the competition. Finally, in a third column
called “Root Cause,”, you will list the root causes of the problems you mentioned in the first
column. The root causes are why the problems exist in the first place. You will learn quickly
that while there could be a myriad of ways for problems to impact customers, you will only
be able to attribute a finite number of root causes to those problems.

Truth #9: No one gives a shit about you

We are in the show-me economy

We are now in the show-me economy. The tell-me economy is dead, over. So if you are still
trying to “tell” your prospect what you do, what your product does, and why you matter, you
are wasting their time. And in today’s world, prospects are not keen on having their time
wasted.

With the arrival of the internet, we can now show who we are and what we do long before we
even know a customer is interested in us, and long before we ever have our first conversation.
Therefore, the days of wasting time in meetings and sales calls telling the prospect are over.
We have discussed how good selling is all about helping people get ready for change, and to
do that, you have to get customers to trust you. For some reason, a lot of salespeople seem to
think that means that once they get a customer to take a meeting, the best way to bold that
trust is to start off by blathering on about their number of years in the business, their piles of
wards, their ranking on the INC 5000 list, how great their product is, what other companies
use their product, who has endorsed their product, etcetera. This is just brutal. Your customer
doesn’t want to hear it.

Today, social platforms allow us to show the world the value we provide. We don’t need to
tell them about ourselves face-to-face; they know before we meet them. We have better
options. Now you can produce an e-book for your prospects to download that shows off the
depth and breadth of your knowledge. Now you can write an article for LinkedIn twice a
week. Now you can create blog posts, how-to videos, and podcasts that prove you know how
to address your clients’ challenges. Now you can build active, engaged Instagram, Facebook,
and Snapchat accounts. Now you can reach out to influencers and make guest appearances on
their platforms. The content you create day to day, week to week, and year to year reflects the
evolution of your business as well as that of your experience and your capabilities. You can
share your thoughts on industry trends, dive into the implications of new state or federal
legislation, react to pop culture, and offer a peek at what goes on behind the scenes at your
company or in your daily life. You can establish a connection with your customers long
before you ever actually connect. On all channels, you can show anyone who wants to check
out what you do instead of being limited to telling them what you have done.

… They aren’t going to take the time to meet with you without looking you up online to learn
more about your company or product.

Selling is a giving profession. Every time you engage with a customer, send an email, or
create something, you have to ask yourself, “What am I giving?” The answer should be
“industry information,” “insight into the market,” “tips that will make their jobs easier,” or
“the solution to a problem they haven’t been able to solve.” It should never be, “More
information about myself.” Sales are not about you! So, quit the self-centered “me, me, me”
and start focusing on the, them, them. Because I promise, your customers don’t give a shit
about you or your company. They only care about what you can do for them.
 Chapter #3: The Current State – where customers are

The current state represents where the desire to change lives. The current state acts as the
anchor or the catalyst for change. Remember, we’re talking about change, and you cannot
influence change unless you know what is happening in your buyers’ world. The more you
learn about your buyer’s current state, the greater you understand the changes necessary, and
the more information you will have to close the deal. There is a direct correlation between
how much a salesperson knows about their buyer's current state and the probability they will
win the deal. The majority of the information and elements you need to influence the sale
come from understanding exactly where your buyer is today, what they are dealing with, how
they are operating, who is involved, why it is happening, the outcomes they are currently
experiencing and more – all part of the current state.

The current state is what lets us see not only the problem but also the real issue for each
specific buyer. The current state is the unique identifier for every prospect in your pipeline. It
is critical to get as much current state information as you can at the start of every sale.

The current state is made up of five critical elements that help construct your understanding
of your customers’ world in a way that will help you help them manage the change they are
about to experience:
• The literal and physical facts about your customer
• Their problems
• The impact of those problems
• The root causes of the problems
• What effect those problems are having on your customers’ emotional state

The FACTS

Your goal must be to understand everything you can about what is happening in your
organization as it relates to what you sell.

Suffice it to say, however, that if you are selling project management software, it is probably
not going to be a great idea to guide your buyers toward talking to you about their HR
department. Nor do you need to know about their competition, their sales, or their customers
(unless your buyers’ inability to properly manage projects affects their customers, in which
case you will want to know all about their customers, too).

On the other hand, because you are selling project management software, you do want to
understand the types of projects your customers have, the size of their projects, how many
projects they do in a year, in what functional groups the projects occur, how many people are
in the project management group, the success of their projects, the length of the projects,
what types of projects they manage, the output of the projects, how they manage resources,
how they manage inventory, how they address change management, and how they handle
approvals. Whew! That’s a lot, right? But that’s what you have to understand, and in many
cases, there will be even more to learn. The more information you have about your buyers’
environment, how they do things, what’s happening, how they are structured, the current
approach they use, and their methodologies, the better prepared you will be to drive the sale
as it moves through the sales process.
The PROBLEMS

People don’t buy products – they buy solutions to their problems. If they can’t recognize
at least one clearly defined, measurable problem, your buyer will not buy. So, in order for you
to sell your product or service, you must identify and prove the existence of a clear problem,
or even a set of them. And the problems are there, embedded in every one of your prospects’
current state. They are the outcomes of the current processes, the current organizational
structures, the current software applications, the current employees, the current governmental
regulations, the current economic climate, the current leadership, the current culture, and so
on. It is your job as a salesperson to find them and understand the impact they are having on
your prospects.

The IMPACTS

You may have found that the project management software company does a brilliant job
managing their assets and that the process they use is best of breed and unparalleled in the
industry. That is a good-looking current state. However, you may also learn that the way they
manage time and change orders is cumbersome, inaccurate, and prone to mistakes. The
impact of cumbersome, inaccurate, and mistake-laden change order processes – the problem
– is high-cost overruns, which in turn reduces the capital the company has for additional
projects, which in turn impacts their ability to invest in as many new products as they want
to, which in turn reduces their ability to introduce new products in the market faster, which in
turn hurts their ability to compete with their biggest competitor and grow as fast as they
would like? The problem is simple: high-cost overruns. That is the headache in this example.
But all the shit that high-cost overruns affect is the impact, and that is what drives the sale. It
is where the intrinsic motivation lives. High-cost overruns suck, but only as bad as the impact
on the organization. If running over budget doesn’t impact the rest of the business, then one
could argue it is not a problem. Problems are only problems when the impact is negative and
uncomfortable.

So, knowing the problem and the impact it is having matters. Keep this firmly in mind: you
are never selling a product. You are selling the impact your product will have on your
buyer's current environment. You are selling change.

The ROOT CAUSE

Why do problems exist? Because something is not working right. Something is creating a
situation that is causing things to go wrong. Those “things” are the root cause, and it is what
your product or service will eradicate if the prospect buys your product.

It is not enough to understand that the problem exists. You need to understand why it exists.
That is how you demonstrate you can solve the problem.

… the one who takes the time to figure out the root cause of the problem and eliminates it – is
the one who will earn your loyalty and trust forever… You want to be the astute, reassuring
expert who knows how to solve the problem because you know why the problem exists.
The EMOTIONAL STATE

… as you explore your customers’ current state and identify the inherent problems and
opportunities, it is important that you stay attuned to their emotional state. Throughout the
process, it is imperative that you take note of where your customers are coming from and
how they are feeling as they describe their current state. Are they frustrated? Angry? Afraid?
Remaining aware of your customer’s emotional state will not only help you avoid the fear
triggers we discussed earlier, but will help you deliver your advice and solutions in a way that
your customer is able to properly hear and absorb.

Chapter #4: The Future State – where customers want to go

When it comes to change, the current state represents the pain, and the future state
represents the pleasure.

Your customers’ current state maps their future state. Once you understand your customers’
current state problems, you can start to work with them to paint a picture of what the future
state could look like when these current state problems have been addressed. That is how you
will find the next piece of information you are looking for – the opportunities.

What would this manager’s desired future state be? You can find out by asking these two
questions:
1) What is the buyer looking to accomplish?
2) What would solving these problems mean to their organization, their employees, and
to them?

The key to answering these questions is to have a conversation with your customer that helps
them envision and articulate what their world would look like if all their current state
problems disappeared.

By working to understand the customer’s desired future state, you begin to build the gap. The
future state acts as a contrast to the current state. Without the future state, it is difficult to
calculate the value of the deal.

What is the desired outcome of solving the headache? That is the future state. And that is why
it is so important.

Don’t forget the EMOTIONAL STATE

While you are at it, you also want to understand how your customers will feel once their
problems have been addressed. Why? Because getting people to imagine their emotions in the
future, as well as bringing their dreams and desired outcomes into focus, will anchor them in
that future. After all, it is a place where they will feel a hell of a lot better than they do in the
current state, right? It is a place where they get to see the fruits of their efforts, and where
they can realize all of the goals they set for themselves or their organization. You want them
to get a taste of what could be so that they are motivated to make the changes necessary to get
to that future state. Solving problems isn’t just about fixing what is wrong in the short term,
but helping people move toward their long-term dreams. The more concrete that future state
feels, the more they are going to be willing to listen as you show them how your solutions
can get them there for real. Then Selling Truth #6 – Customers Do Like Change When They
Believe IT is Worth the Cost – will come into play. Once your customers believe that the
benefits of the future state will outweigh the cost of getting there, the deal is done.

Establishing your customers’ current state (pain) while anchoring them in the future state
(pleasure) primes them to be open to, and even enthusiastic about, allowing you to help them
plan for the journey that will take them across the chasm. As you help them see the gap they
have to cross, they will determine the value of filling it. I promise you, that value will be
higher if you encourage your buyers to put themselves in the mindset of their future state, far
higher than if you had simply exposed their current state problems and left them to wallow
there. That is the magic of gap selling.

Chapter #5: Relationships don’t matter (kinda)

Willy Loman had to learn the hard way, unfortunately, that likeability is no substitute for
talent or expertise. Likeability gets you a handshake, a smile, and maybe a warm and fuzzy
feeling. Expertise makes you money. Because you know who people do buy from? Those who
provide value.

It is not that relationships aren’t important. They are. After all, no one wants to do business
with someone they can’t stand. But it is not why people buy. With all things being equal,
buyers will go with whom they like but rarely are all things equal. Buyers can respect and
appreciate someone whom they don’t actually like. Buyers want value and they find it in
relationships with people whom they believe can solve their problems and improve their
world.

What creates the types of relationships that generate value and drive you close to the sale?
Credibility. Every step you make in the gap-selling process is about building credibility and
establishing yourself as a trustworthy expert.

People want to go to hockey games with their friends; they want to buy from people who
know their shit.
In an article from the Harvard Business Review, Mathew Dixon and Brent Adamson, authors
of The Challenger Sale, summarized research conducted in 2009 by the Sales Executive
Council that studied the sales productivity of 6,000 B2B sales reps working in various
industries across the country. They concluded that salespeople could be categorized into five
different profiles: Relationship Builders (the people pleasers), Hard Workers (the grinders),
Lone Wolves (the John Wayne and Clint Eastwood types), Reactive Problem Solvers (the
dedicated firefighters), and Challengers. All of these types of salespeople have their gifts and
could be effective, but the most effective consistently proceed to be Challengers.

Challengers are defined as salespeople who are so knowledgeable about their customers’
industry and organization, and as a result, are so well respected, that they can pretty
much speak their minds at any time, and even push their customers to consider ideas
that may make them uncomfortable. In other words, they are willing to challenge their
buyers if it is in their buyers’ best interest, and their buyers seem to appreciate it. The
study revealed that Challengers held a full 40% of the top sales spots, more than any of
the other types of seller, and especially more than Relationship Builders, who only
resented 7% of the high performers. Rather than putting their relationship with their
customers at risk, Challengers’ frank and assertive style actually seems to strengthen
their relationships.

Like me, Dixon and Adamson insist that the findings don’t imply that relationships don’t
matter. Rather, they suggest that it is the type of relationship that matters. Buyers want to
have a good experience with their sales reps, but ultimately, they are looking for trustworthy
advice and guidance. And when it comes down to it, even if they would rather drink a beer
with a Relationship Builder, they know it is the sales rep who is capable of telling them the
truth, including things they would rather not hear, who is probably giving them the best
information and value.

Salespeople who spend extra time trying to be liked – because, you know, people buy from
people they like – hurt their selling efficacy. Take a second to let that sink in. If you are trying
to be liked because people buy from people they like, you are killing yourself. You are
literally the reason you are not doing well. Kurlan claims that there are six core competencies
in sales DNA, the first of which (and the only one relevant to our discussion) is: Doesn’t
Need Approval. When he dissected the data, salespeople who scored low on the first strength
(meaning they do feel a need for approval) consistently fell in the bottom 25% selling
percentile. In fact, 82% of the salespeople in the bottom quarter reported a need to be liked.

… the less you worry about being liked and the more emotionally detached and fact-based
you can remain, the more capable you are at objectively evaluating your customers’ needs,
offering sage advice, and winning customer trust so they believe you are the right person to
help them solve their problems, i.e., to buy from.

Be an expert, not a friend.

 Chapter #6: The Gap Defined

The thing is, the gap is rarely clear to buyers initially. The win then becomes your ability to
explore and shape the gap. Salespeople can manipulate the size of the gap by helping the
buyer see things they didn’t see before.

Unlike a traditional salesperson, you are not going to accept their problems at face value and
then offer a solution. Instead, you are going to help your customers make sure they
understand the full extent of their problems and let them figure out for themselves what will
happen if they don’t do something about it.

You are not selling when you ask your customers questions about their current and future
states. What you are actually doing is expanding their perception of their problem and the
perceived outcome of solving the problem. Good salespeople have to be able to ask questions
that subtly test and challenge the customers’ perceived current state to see if the gap is bigger
than anyone realized. Your role is to crystallize the stakes for them and help them conclude
the salesperson who possesses something that can make that future state come true is selling
something of real value.

Chapter #7: Get them to let you help

Your number one job when selling is to get the customer, buyer, or prospect to let you
help them.

All that time you are spending trying to get your prospects to take a call, take a demo, or take
a meeting will be a complete waste if you don’t do it in such a way as to make prospects
believe that you have the expertise and credibility to solve their problem. No matter what you
are selling until you can get buyers to trust you enough to be vulnerable, open up, share
information, offer you insight into their current state, and expressly ask you for your help,
you will not make progress. Customers have to be ready to initiate and embrace this sales
journey.

From the very beginning, selling starts with establishing trust and your credibility. That is the
only thing that is going to compel people to believe that you can help them. So every time
you have contact with prospects, ask yourself: Am I selling to these individuals, or are they
allowing me to help them?

Here is a good test: Do you hear them saying “Yes”? Yes, I will share my numbers with
you. Yes, I want to let you in on my issue. Yes, I will tell you what is worrying me. Yes, I
will put myself in your hands. If you are not hearing a resounding “yes,” or your customer
isn’t demonstrating behaviors that lead you to believe they are heading in that direction, go
back to Start (this is a game, after all). You simply haven’t developed the credibility
necessary to get your customer into buying mode. They have to be ready to go on this journey
with you or you are going to invest a whole lot of time for nothing in return. Start all over and
talk with the customer. Are they being open and forthright? Are you trying to understand their
current and future states, or are you pitching a product? If you are pitching a product,
prospects will be less willing to let you help them. If the prospect is not being forthright in
giving you the information you are asking for, then they are not letting you help them. You
have to fix this before you go any further. If you can’t get buyers to let you help them, the
sale is dead.

You have to convince your customers that you understand their world and their pain.
They have to believe that you are there for them, not for yourself. Remember, no one
gives a shit about you. Concentrate on bringing them value, and even if they don’t like you,
they will buy from you.

It is not about pushing features and benefits – that is old-school selling. Gap selling is about
establishing trust and revealing all of the knowledge you possess about your customer’s
space.

Chapter #8: Discovery: know your clients better than they know themselves

Maybe you are thinking that B.A.N.T. (Budget, Authority, Need, Timing) is actually in the
buyer’s best interest because it spares you both if you can determine ahead of time whether
they are a good candidate for your product or service. But what you are missing is any
understanding of human nature. Let's break it down:

Budget: The traditional qualifying process says to make sure buyers have the money before
bothering to tempt them with something they can’t afford. But I assure you, when prospects
see enough value in what you are selling, they will find the budget. Basing someone’s
potential to be a customer on their budget assumes the customer knows he has a problem and
knows there is a solution available. In many cases, a budget is merely a starting point. Trying
to qualify a deal based on a budget before you have identified the depth and breadth of the
potential value is foolish, even suicidal.

Authority: Unless you are selling a $1,000-or-less product, there is no such thing as a single
decision-maker anymore. According to Gartner (formerly CEB Global), as of 2014, there are
at least 6.8 decision-makers per B2B sale. So what if the person you are talking to isn’t the
person who can sign on the dotted line? Whether or not your prospect has the authority to
make decisions is immaterial if you make your case for value. If they believe you are offering
value, and they are not equipped or qualified to continue the discussion they will introduce
you to the appropriate person who is… I would be a fool not to pursue the lead to see where it
goes.
In addition, assuming that a person who isn’t the final decision maker can't also be an
influencer is foolish as well. Today, authority is a committee of influencers, champions,
mobilizers, and more. Don’t hang your qualification process on one individual.

Need: You might know the answer to this one by now. Gap sellers don’t sell to need, they sell
to problems. Just because customers don’t think they need anything doesn’t mean they
actually don’t. All you require at this point is a chance to prove that the problem exists; you
can demonstrate the need later. It is your job to highlight a problem, and then help the buyer
determine how big or small it is. The best salespeople don’t rely on demand reaction, that is,
selling something the customer already knows about, or selling to an organization that
already recognizes they have a problem. Instead, they leverage demand creation, seeking out
the latent opportunities where customers don’t even know they need help until someone
comes along and points out how their company is at risk.

Gap sellers never take their prospects’ word for granted when it comes to their needs.
Ever.

Timing: Timing will take care of itself. Timing is fluid and can change at a moment’s notice
for a number of sales-driven reasons, including how well you sell and position your solution,
in-house dynamics, and external factors such as the economy or a move by the competition.
But again, just because a prospect doesn’t think now is a good time to buy doesn’t mean they
are right. If you can help them see that every day they don’t fix a problem it is simply
compounding it in the form of lost money, lost time, lost efficiency, lost reputation, or lost
something else important, they will decide now is the right time to make the bleeding stop.

Everything B.A.N.T. is designed to find out will be exposed during the discovery process.
There is no reason to use it to qualify your prospect.

B.A.N.T. is quite simply irreconcilable with the whole philosophy of gap selling, because…
SALES ARE NOT ABOUT YOU!

I am not saying you should not qualify your prospect! I am saying you should do it
differently than B.A.N.T. or any other approach. I am saying you should use the discovery
strategy outlined in this chapter, which doubles as a foolproof qualifying method because it is
all about the customer, not you.

The close happens at the beginning

How you proceed during this moment will set the stage for success or failure. That is not an
exaggeration. The sale is won or listed during the discovery. If you don’t get enough
information, miss a few key points, misdiagnose the problem, incorrectly assess the problem,
miss the customer’s desired future state, miscalculate the gap – any of these and more can
doom the sale. The sale is won at the beginning, not the end.

During the discovery calls that led to closed deals, salespeople spent more than half of
their time listening while their customers talked. The opposite was true of discovery
calls that led to missed deals. In those calls, buyers talked only 28% during the length of
the call; the salespeople talked almost 80% of the time! Other data showed that “early
in the sales cycle there is a linear relationship between the number of questions you ask
and the likelihood of closing a deal. Did you get that? THE NUMBER OF QUESTIONS
YOU ASK EARLY IN THE SALE CYCLE INCREASES YOUR CHANCE OF MAKING
THE DEAL. The close happens at the beginning, not at the end… And that cannot be done
with just a few questions.

Remember, the key when discovering your prospects’ current state is to keep your line of
questioning problem-centric (not product-centric) and to get your buyers to talk as much
as possible. Invite your customers to engage with you and talk about their world, not yours.
Show them you give a shit. You need them to open the door so you can do your initial
exploratory work. They have to be willing to be vulnerable. Get them to open up so they can
help you help them.

Know the problem first, call second

… your first step to discovering your customer's current state will be to draft a PIC that lists
all the potential problems you can solve, the various impacts these problems could have on
your customer's business, and their root causes.

Having identified all the possible problems your potential customers could be struggling with
ahead of time, you will know where to target your questions. Writing this information down
before you need it will keep you from asking vague questions and will make sure you steer
your customers toward problems you can actually help them solve as you work to understand
their current state.

Spending any time on problems you can’t solve is a waste of your time. Do you really think
that when the founders of companies are noodling around in their rented garage spaces or
brainstorming at the bar they talk about or write down on their blackboards or cocktail
napkins the list of the features their products or services should have? Hell, o. They bitch
about the problems they hate, and then they write down how they are going to solve them.
You need to have a founder’s mindset when you think about why anyone should buy from
you. You must be able to fill in the blank at the end of this sentence: “The reason my
product or service exists is to _________.”

First, make a list of all the potential problems your clients could be facing that you could
solve. As an example, I will share with you a PIC centered on sales consulting. Use this to fill
with your own clients.

Next, you are going to fill in the Impact column. What potential impact could all of those
problems you just listed have on a customer?
Finally, you are going to list the root causes of all those problems. Remember, this is the
column that is going to allow you to prove your credibility and expertise. As we have
established, half of your
customers won’t even know
they have a problem. So right
off the bat, if you can point an
important one out to them, they
will be impressed and start to
consider that maybe they
should listen to you. But, say
you can not only identify their
problem but also identify and
provide the solution. Now you
have got cred. You have also
just positioned yourself – and
the product or service you are
trying to sell – as an incredibly
valuable resource.

Now you are ready to start your

discovery. Throughout it, you
are going to be asking several
types of questions:

Probing: These are open-ended

questions that press for specific
details
Process: These are open-ended
questions that ask “How?”
Provoking: These are open-
ended questions that gently
push customers to consider their current state from a new perspective
Validating: Not open-ended questions! Instead, these simply allow you to repeat the
information you gather back to your customers to make sure you have correctly understood
everything they have told you.

1. DISCOVER THE FACTS

You will start by asking as many probing questions as possible, and as you note the answers,
you will continue to press for all the details your prospects won't likely think to offer up on
their own. Your goal at this initial stage is to record all the literal, physical facts about the
business and your customer.

… you are going to use what sales influencer and author Deb Calvert calls “command
statement starter words”:

• Tell me a little bit about the events you put on.

• Help me understand …?
• Could you please describe…?
• Could you walk me through…?
By asking questions in this manner, you are inviting much deeper and more complex
discussions that won't feel like interrogations. Keep this in mind as we go through all the
questioning techniques ahead. Every time you delve for information, it should feel like a
friendly conversation. These formulations will help you avoid making your customers feel
like you are badgering them, and instead give them a sense of control. Deb Calvert’s book
“Discover Questions Get You Connected” is a great resource.

Beyond probing questions, you want to ask process questions that try to get information on
how your customers do what they do.

Keep in mind, that process questions are not just about the high-level answers, but the
specific steps in how they do it. For example, if you asked a prospect to explain how they
market to first-time ticket buyers, they may say they send them an email after the show, and
then follow up with a flyer via snail mail. That is good information, but it is not at the process
layer. The process layer explains the tactical details, like this:

“We manually take the names from an Excel spreadsheet and Martin loads them into an
online email application. From there we check the box “first-time ticket buyer” and then send
them an email. We then print the names out and Jennifer hand-lables a brochure to each new
ticket buyer. Next…”

Notice the depth here. If your product makes this process easier, you should be salivating
right now. Without asking these types of process questions, we cannot learn how and where
you can bring value. Asking process questions takes the discovery process to an entirely
different level of insight.

2. DISCOVER THE PROBLEM

After you have gathered all the facts of the current state and you completely understand what
is going on in your prospect’s organization, the problems should start to reveal themselves.

At its best, this line of questioning can lead you to point out a problem that your customers
might not have even realized they had.

During your discovery process, pay attention and look for holes that suggest potentially weak
business processes and missed opportunities so that later, you will be able to suggest some
alternative, better options. Understanding their business backward and forward is what will
eventually allow you to show how your expertise in their field, and your experience with
other customers, differentiate you from any other salesperson they could turn to for help.

Take note, because 99% of the time, it is your product's ability to improve upon that process
that will reveal the product's competitive value. Understanding your customer's process will
also prove incredibly helpful when you run into customer objections.

Banish open-ended answers

Something that is too often overlooked in traditional sales training is how to press your
customer or prospect to be specific. Open-ended answers are unacceptable. Open-ended
answers are unquantified answers. Vague answers. Answers that leave you guessing, “We are
not growing fast enough,” are simply not sufficient information for you to work with when
you are gap selling. It is too open to interpretation. What is “fast enough?” Your idea of “fast
enough” and your prospects’ may be totally different. Train yourself so that every time you
hear a lazy, vague, open-ended answer like, “ We need to hire more people,” or “I want to
increase revenue,” you stop the conversation and ask the prospect to articulate exactly what
they mean. You will probably need to help them along, maybe like this:

Buyer: We are not growing fast enough

You: Define that for me? What does “fast enough mean to you?”
Buyer: We are only growing by 22%. We need to be hitting 25%

You have to get people to be specific because open-ended answers don’t tell you enough
about the problem to help you devise a solution.

Every question you ask will give you more data that offers another chance to extrapolate the
potential negative consequences that will impact your customers' environment if things don’t
change. Every answer will deepen your understanding of the current state.

Don’t just find problems-hunt them down

In your initial communications when you are establishing a connection with your customer
through emails and voicemails, take a moment to describe these potential problems and
ask permission to give your customers some ideas as to how you might be able to resolve
them. If they agree to continue the conversation, you will know right off the bat that you
have hit a nerve.

Even if you are pretty sure you have the answer to your buyer’s dreams in your hands, now is
not the time for the big reveal. Instead, you will want to continue building that trust and
taking every opportunity to show the depth of your knowledge about your customer’s
business. Patience is key. Don’t rush to the sale. There will be plenty of time to sell. Go
deeper.

3. DISCOVER THE IMPACT

You will also want to follow up with plenty of provoking questions that will help your
customers look beyond the obvious, think deeper about the problem, or get unstuck from their
routine. Provoking questions isn’t just meant to challenge the buyer but rather get them to
think about their problems in new ways. Some provoking questions you could try:

What happens when you…?

Has there ever been a time when…?

If you did X, what do you think would happen?

These questions are designed to challenge your customers to evaluate not just what is
happening, but why it is happening. In this way, you are provoking buyers into thinking
through a situation that may not be an issue yet but could become part of their future state.
And rather than risk having them feel like you are shoving their nose in their ignorance, you
have done it in a way that allows them to feel like they discovered the root cause on their
own, which means they will be more inclined to fix it.

… you can point out all the problems you want, but until customers actually see how their
business is being negatively affected, it will be easy for them to push the problems off to the
side to deal with them later.

… you have to reveal the damage the problems are causing them today, and the grave
consequences that will follow if they aren’t excised soon.

No one takes well to scare tactics, so you are not going to tell your customers any bad news.
Instead, you are going to let them figure out the damage for themselves. Again, you are going
to use command statement starter words:

“Tell me how this issue is affecting you.”

“Describe the impact it is having on your department.”
“What are the consequences every time this problem occurs?”

Business problems and technical problems

When it comes to problems, there are two types: technical problems and business
problems. Technical problems are related to the technology or underlying process that drives
the business and assists in its operation. Technical problems prevent the business from
operating efficiently: A database that doesn’t share enough information. An antiquated
inventory management system. Ineffective reporting systems. These issues are technical
problems. The impact of the technical problem(s) on the business is the business’s problem. A
database that doesn’t share enough information (technical problem) forces the company to
hire extra people to manually run reports every month, costing them an additional $20K a
month. That’s a business problem. An antiquated management system that poorly tracks
inventory in different locations (technical problem causes the company millions of dollars per
year in wasted inventory and $3 million a year in lost revenue from not having the right
products in stock. Those are business problems.

The thing is, most salespeople focus on solving the technical problems when it is the business
problems that create a customer’s unique buying motivations and lead to the biggest gaps.

The technical problem isn’t going to drive the sale; it is the conversation starter. The business
problem is what is going to drive the sale… No two prospects will ever have the same
business problem. It is impossible. Your prospects can have the same technical problem(s),
but never, ever, the same business problems.

The business problem provides the motivation for change. You are looking for the “holy shit”
of outcome. It is not the tumor that motivates people to do whatever it takes to get cured. A
benign tumor is annoying, possibly painful, and certainly disconcerting. A malignant tumor,
though? Most people would do whatever it took to get cured because the impact – the
business problem – could be fatal. And for many, it wouldn’t be the disease that represented
the worst problem, but the outcome of never seeing their spouse again, or never meeting their
grandchildren. Your discovery process needs to open the door to that kind of OMG realization
for your customers. Done right, it should lead you to uncover the big, unappreciated gap lying
between their current state and desired future state. That is how you will make the sale.
 4. DISCOVER THE ROOT CAUSE

Now that you know what the problems are and you know the impact they are having on your
customer, you need to make sure you and your buyer fully understand why they occur – their
root cause. Often these will be technical problems, but not always…
… just in case there is more to the story, continue to use provoking questions. These are
great for helping customers expand their purview. You could ask:

“Why do you think this problem is happening?”

“How do you think your current process is affecting this?”
“How has the implementation of this product affected your business?”

You always want to provoke your customers to think hard and differently about what has
gone wrong.
For example:
The technical problem: Unsophisticated reporting system
Business problem: Cant market to people to increase repeat visits
Existential problem: The company is not growing and could fold
Root cause: Disparate systems that require manual input and don’t automatically
communicate back with customers once they make a purchase

While you are going through this discovery process, don’t forget to pepper your conversation
with plenty of validation questions. Validation is a common communication strategy
promoted by psychologists to strengthen personal relationships. You could say you are using
these validation questions to help strengthen your relationship with your customer by
ensuring that they agree with the way you are interpreting their responses. They also keep
you from making incorrect assessments about their problems. A validation question might be
something like this:

“What I hear you saying is that you could raise a lot more revenue if you had a pool of more
people to sell tickets to.”
“Am I understanding you correctly?”
“Did I get this right?”

Asking a question in this way reassures your buyer that you understand their problems and
their pain, and it gives them a chance to make corrections if you are at all off. In this way, you
are both certain to be traveling along the same path, and you are more likely to agree on what
the solution to this problem should be. Too often, salespeople leave meetings or discussions
and find out later that they misunderstood what the buyer meant. Validation questions ensure
you and the buyer are on the same page and that what you heard is what they meant.

Conduct the conversation

…while a choice of words is supremely important, equally important to any communication

is how and when you choose to talk. Consciously choosing how to modulate your voice,
when to speak, and when to stay silent will matter just as much as the words you select. For
this reason, I want you to pay close attention to two other ingredients necessary for a killer
discovery:
 1. TONE

The tone is fundamental to good human communication. The right tone is not only critical for
getting people to trust you enough to give you the information you want to know but also for
getting them to hear you in the first place.

I am not cautioning you about tone because I think you are going to be a complete jerk to
your customers. Most of the time, I expect you will do your best to keep your tone friendly,
warm, and engaging during the discovery. Things can get tricky, however, when you are
forced to ask tough, sensitive questions. If your customer is responsible for creating and
implementing the system that is clearly the root cause of the entire company’s struggles, you
are going to have to proceed extremely delicately. Even a confident tone could sink you. This
situation would require a tone of humility, openness, and deference. Not everyone is good at
that.

2. TIMING

Timing matters. Just because you can ask a question, it doesn’t mean you should. Remember,
the point of the discovery exercise is not to ask questions but to get information. Therefore, if
you ask a question and your buyer is unwilling to answer it or provides you with a shallow,
weak answer, you lose. You wasted a question. To sell better, you have to plot out your
questions.

If you want to get better at selling, you gotta get better at asking questions. Learn to create a
rhythm and flow in your questioning that takes a buyer on a journey. Ask the right type of
questions at the right time in the right tone, and you will be amazed at what you can discover
about your customer.

The opportunity: qualified or not?

You will know it is qualified because if you have done the discovery correctly, you will easily
be able to answer “yes” to these four simple questions:

1) Does the prospect have a problem you can fix?

2) Does the prospect agree they have a problem?
3) Does the prospect want to fix the problem?
4) Will the prospect go on a journey with you to fix the problem?

Future state: Where does your buyer want to go?

While you are digging to see the foundations of your customer’s current state, you are also
going to be concentrating on discovering your customers’ desired future state – that
wonderful place that will come into existence once they have solved all the problems that
currently ail them.

“How would you like this system to work?”

“How much time do you wish it would take?”
“How many more tickets would you like to sell?”
“How many more leads would you like to generate?”
“How much less time would you like your employees to spend on this particular issue?”
“How much more revenue would this represent”

You should never be satisfied with the first answer you get.

Try to solve the wrong problem, and you could wind up leaving the customer to believe his
problem isn’t that big of a deal.

It is all about envisioning outcomes. If every problem on your customer’s list were to
disappear and you could implement perfect solutions, what would be the impact? Help place
them in that frame of mind and imagine what that kind of world would look and feel like to
them – emphasizing that you have got the goods to make it a reality. You have to get your
ideas for improvement, and your solutions to their problems, but as the philosopher David
Hume said, “Reason alone can never be a motive to any action of the will.” Unless your
customers feel strongly about the value of the change you’re proposing, they will not move
closer to the sale.

… once you know the future state, you are no longer selling a mere product or service you
are selling a desired outcome. You are selling your customer’s ability to reach a larger
audience and increase the revenue of her organization within six months instead of two years.
You are selling the ability for customers to accelerate the growth of their organizations, stop
losing money, retain clients, and become more profitable. You are selling change. Positive,
exciting, and desired change.

Have Patience

People are busy, time is precious, and you may not have the luxury of obtaining all of this
data in one go. Plus, buyers won’t always know all the answers and may need time to think
about the questions you are asking. Getting a complete view of the current and future state is
not a static exercise; it can happen over time through various interactions. The key is to get as
much as you can during discovery and in the early stages of the sales process, and then be on
the lookout for more information as the sale progresses. Keep track of the information after
each meeting. Use your CRM – it is going to be your best friend. No matter how good you
think your memory is, if you are going through a proper gap-selling discovery, you will never
be able to recall all the data you collect. Document it in your CRM.

Remember, you are never truly done with discovery. As time goes on, your customer may
bring other buyers into the game and when that happens, you will have to engage in this
process all over again. Trust me, you don’t want to assume that a new buyer’s current state
and future state match the current and future state of your initial buyer.

Never assume you know what your buyers are experiencing and what they want to
achieve.

Check your work with the CRM challenge

… Keep track of all this information, from your buyer’s physical and literal current state to
their unique problems, don’t take copious notes and store them in your CRM.

The CRM Challenge is all about making sure you gather and document so much identifiable
information about your buyer’s problems that your discovery notes would make it crystal-
clear which opportunity it was without you ever having to look at identifying data, or even
the industry.

Can you pass the CRM challenge?

Get your sales manager or one of your sales peers to go into your pipeline and randomly pick
an opportunity you are working on. Without sharing the name of the account, the buyer, or
any other identifying information, ask them to read you the notes. Can you tell them which
opportunity it refers to? Can you do that for all of your opportunities? If you cannot pass this
test, you don’t know enough to be gap selling and you have made your job a lot harder. Now
you are in a bind. Your customers are moving forward on the sale, but now you are going to
have to go back and get all of those important details out of them to make sure you know
what is behind the sale, why they want to buy and their intrinsic motivation, thus slowing
down the momentum of the sales process. It will be awkward but necessary because if you
don’t know what is important to your buyer, how will you close the deal?

If you fail the CRM Challenge, it is a tell-tale sign you are selling your product, not
selling to the desired outcome.

If you have asked your questions correctly, the data you collected on the opportunity will be
unique; there will be only one possibility of who it could be. No one company has the same
problem or impact. “Not growing fast enough” means something different for everyone. The
truth is, that most people only conduct discovery at very high levels, so by the time they are
done, they don’t really know their customer. They don’t get enough of the current state and
can't define it accurately enough to be able to come up with a custom solution. A gap selling
discovery ensures you can.

The thing to keep in mind as you are learning to make a good discovery, however, is that your
goal is not to ask specific questions. It is to get specific information For the purpose of this
book, I have had to outline the steps of discovery in a linear fashion, yet in the real world, it
is anything but a linear process. You sure as hell don’t want to sound like you are going
through a checklist as you speak to your customer. This is a conversation… and like all
conversations, it is going to move forward and back and around, and many times your
questions and answers will overlap. That is OK. You are not always going to get the
information in a nice neat order. The key is to ask, then listen, then ask, listen, ask, listen.

When you get this part right, your customers will work with you because they believe it will
benefit them to give you all the information they can, and that is exactly where you want
them. You should never be dragging anyone through a sale. Your buyer should be your
partner.

… there is never any reason for you to pressure a customer to buy anything, because by the
time you are done with discovery, they will be so aware of their problems, that they will be
begging for your help.
 CHAPTER #9: IS THE GAP WORTH IT?

Future State – Current State = The Gap

You are not selling a sales package consulting service; you are selling $10M in additional
revenue! You are not selling a shorter sales cycle; you are selling whatever a 5% increase in
closing rates means to your customer.

If you see that it won’t, cut to the chase. Tell them you have concluded that there are better
options for them, and then do everything you can to connect them to someone who really can
help. Don’t try to push through the sale when you know it is not the right solution for your
customer. Don’t waste time on a deal that probably won’t close when you could be focusing
your attention and efforts on deals that will.

Have patience. Go slower. Focus on gathering as much information as you can about the
world your buyer is struggling with and why they want to change. Remember, change is what
this whole game is about.

Good salespeople are patient – they don’t just have the patience for the work; they embrace it.
They understand that the success or failure of the sale is deeply rooted in getting as much
information as possible so they can clearly identify the gap. Great selling takes a maniacal
commitment to doing the work and doing it well.

Do the work, pay attention to the details, and focus on the customer’s needs rather than your
own. Drill deep enough so that you know enough about your customer’s organization that
you can confidently and credibly offer nearly irrefutable advice. Insight, and direction. That
is the most reliable formula for sales success. If your clients would consider hiring you as a
consultant for their business because you know so much about what they do, how they do it,
and what impacts their outcomes, you will know you have perfected your technique.
 CHAPTER #10: KNOW YOUR CUSTOMERS’ WHY

The value of the desired outcome

… The sale (in the described circumstances) was no longer based on whether the service or
product provided was superior to any other it was based on the salesperson’s ability to enable
Manny’s desired outcome. Once the tow truck driver knew what it meant to Manny to get to
that White House dinner clean and on time – i.e., Manny’s intrinsic motivation – the sale was
almost a foregone conclusion. That’s the position every salesperson should be angling for, no
matter how ordinary or obvious the sale looks on the surface. No salesperson should ever
underestimate the value of their service or product to a prospect. You will always lose the sale
if you assume you are too expensive because that assumption will stop you from asking the
questions that could reveal the true value of your product to your customer. No one would
ever pay a thousand bucks for a tow… until they wind up in a situation where they will.

How to get to the heart of the matter

Your discovery is all about quantifying your prospects’ current and future states.

How do you get to the heart of that motivation? After summarizing everything your
customers tell you about their current state and what they want to see in their future state, try
saying this: Tell me a bit about what is driving this change.

Drumroll, please…

You know your customer’s current state, future state, and intrinsic motivation. Now you have
permission to start talking about your product or service!
 CHAPTER #11: HOW TO DO A KICKASS DEMO

There are four elements to a kickass demo.

1. No discovery, no demo

Given the in-depth nature of a gap-selling discovery, you may have already figured out that
you should never, ever combine a discovery and a demo. For those of you who didn’t, I will
say it again: You should never, ever combine a discovery and a demo. Let me be clear that I
mean you need to schedule two different time slots on two different days. And no, splitting
the demo into two sections, thirty minutes for discovery and thirty minutes for the demo is
not doing a separate discovery. The two serve completely different purposes and need to be
treated that way. In addition, a robust demo is wholly contingent on a thorough discovery.
You can’t conduct a proper demo if you haven’t asked all those open-ended probing, process,
and provoking questions that will get you to the bottom of your customer’s current and future
states. You can’t customize your demo unless you know what problems you are trying to
solve.

… this means that sometimes you are going to have to refuse to do a demo even when the
customer is eager to learn more about your product or service.

… if a customer refuses a discovery, inform them that the demo is actually a two-step process
and that without discovery, it is impossible to conduct a proper, customized demo.

One way to get around a buyer’s reluctance to let you do a discovery is to schedule the
discovery and demo as if they were one event occurring over a two-day period. Make sure to
give yourself enough time in between the discovery meeting and demo (maybe three to four
days), to process all the information you glean from the discovery so you can really think
through the specific recommendations you will offer your customer to properly customize the
demo.

2. NO IFS

If you have done a thorough discovery, you will know with great certainty what problems
your customer is dealing with. That means there will never be a reason to say the word “if,”
as in, “If you have this problem, then …” Or, “If you ever struggle with…” There is no “if”
during a demo because you are supposed to already know! If at this point you are guessing at
what might be troubling your customers and trying to demo features you think they might
like or you think might be valuable to them, you have done a lousy discovery. It would be
better to go back and get all the information you need before even starting because if you
move forward with a demo now, you are not going to get the sale. But what if you know the
potential of your product, and you have seen what it can do for a business, and you want your
customers to be aware that it can help them in a multitude of ways? Then is it OK to say “if?”

NO! You are not focusing on what the customer really cares about if you are presenting for
every contingency their business could face. You will come off as unfocused, and your
customers will feel overwhelmed. Probably bored, too. Maybe even irritated. It is like
handling a teenager with two pairs of cargo shorts, a bathing suit, and a wool sweater when
she comes into your store looking for something to wear to prom. I mean, sure, one day it is
possible she will need these items – summer and winter do come along, after all – but your
customer is not in bathing-suit mode right now and quite frankly, it would be distracting and
annoying to be asked to think about bathing suits when all you care about is finding the
perfect dress before 5 pm Saturday night.

Demo challenge: Try to conduct your entire 45-60 minute presentation without saying
the word “if” If you succeed, you will have conducted a good demo.

3. Stick to six features

The point of your demo is not to reveal all of your product’s features and functions. It is to
reveal how well your product provides the solution to your buyer’s specific problem.

… since a demo should be only an hour long max, you want to be sure to give each of those
problems the attention they deserve. If you are trying to cram more than six features into your
demo, there is no way you can spend the appropriate amount of time showcasing each. It is
always better to spend a lot of time highlighting one feature’s business value than it is to
spend a little time introducing a whole bunch of features that may or may not be relevant to
solving your buyer’s problems. Think quality, not quantity.

4. ANCHOR YOUR CUSTOMER

Anchoring is a psychological term used to describe a cognitive bias that people use to make
decisions. If your grandfather’s eyes bug out of his head at the idea of paying $5.25 for a
Starbucks venti salted caramel mocha Frappuccino, it is because his reference point – his
anchor – is a 10-cent cup of joe. Black. No sugar. And what the hell is a venti, anyway? You
young people…

Grandpa is relying too much on the first piece of information he ever received – the cost of a
cup of coffee back in the 1940s – to determine the value of a cup of coffee today. That is his
anchor. There are other anchors people commonly rely on, like the original price of a
discounted items (which we think tells us whether or not we are getting a good deal), or the
purchase price of our own homes (which we think tells us how much our home should sell for
later). All humans tend to make judgment calls based on the first piece of information to
which they are exposed. Sometimes you picked up that information years ago, like Grandpa,
and sometimes you just notice the higher numbers on a price tag. Regardless, when you task
your brain with making a decision it is going to glom onto that bit of information and elevate
its importance, possibly at the expense of other pieces of information that might have greater
relevance (like the fact that the price of the item is still 25% higher than you would pay
elsewhere).

All humans do this. So, when doing your demo, your goal should be to get your prospects to
see your solution as the first and best solution to their problem so that it becomes the baseline
against which they judge any other solution. You want your solution to become their anchor.
You will do this by focusing their attention on the future state. Here is how:

Throughout your presentation, after every feature demo ask your prospect affirming
questions, like this:

“Can you see how this feature will improve your churn rate?”
“Do you see how this will shorten data input?”
“Can you see how this will increase your conversions?”

For once, yes or no answers will be acceptable! Getting your customers to affirm the value of
every feature you present anchors your prospects in your solution and its effect on shaping
their future state. As you paint a powerful vision of the future, make sure your customers see
the same one you do.

… It confirms that you are hitting your mark. A good discovery should be enough to ensure
that you target the right problems and offer solutions the customer will find valuable.

… Asking validation questions will help you catch your mistakes and give you a chance to
gauge how well you are connecting with your customers. If you ask a customer if they can
see how your solution will positively impact their business and they say “No.” you know you
have got a problem. Stop the demo right away and start digging for more information so you
can get yourself back on track. Asking validating questions will ensure that all of the
information you have gathered is accurate and true. They can save you weeks and even
months of time trying to close a sale that, unbeknownst to you, went off the rails in the
middle of your demo.

Start with your demo map

Check the list of problems you have identified as ones that your solution can resolve, and
organize them in order of the impact they are having in your customer's organization from
greatest to least. Big problems create big motivations to change. Little problems don’t. Don’t
waste your time on little problems.

This list will serve as a demo map. If an issue or problem doesn’t appear on the list, don’t
mention it. In this way, your buyers will receive a customized demo perfectly tailored to their
needs, which will enable them to see exactly how your product or service can get them to
their desired outcomes. Like a mirror in a dressing room, your demo should show customers
exactly how your product is going to look on them.

It's still not about you!

Get it out of your head that the purpose of your demo is to show off all of your product’s bells
and whistles or to reveal all the cool features. As with everything about gap selling, the demo
is not about you or your product. Customers don’t care that your product can record and
segment multiple callers or voices into unique segments, or that your product can turn lead
into gold.

Your customers do not give a shit about your product. What do they care about?

They care about how your product is going to solve their problems. That is it. That is all!

… don’t waste their time or yours talking about them or anything else that doesn’t solve
their stated problems.
Customers buy what they value.
 CHAPTER #12: MOVE YOUR DEALS THROUGH THE PIPELINE

Predictability is one of a B2B seller’s biggest concerns.

The next three steps are designed to help you extract all the information needed to establish
predictability by allowing you to plan ahead, keep your opportunities on track, and seal the
deal every time.

1. Nail Down Their Decision Criteria

much of the time when we are selling, we are actually double-checking that our customers
want what they think they want. It is not that they are stupid or not good at what they do; it is
that much of the time they are too close to the problem. That is why being an industry expert
is such a vital part of being a good salesperson. The longer you are in the field the more
people you meet and the more problems you help solve, the better you are at quickly
identifying pitfalls and unintended consequences, as well as gauging how well your product
or service will actually deliver the results your customers envision in their future state.

… if you want to keep your prospects moving through the pipeline and get to the next stage,
you have to know their how.

The decision criteria are the information and details the customer is going to use to decide
which solutions they are going to choose. Understanding your buyer’s decision criteria ahead
of time gives you amazing insight into what it is going to take to win the deal and how the
buyer is looking at their problem and future state.

Hint: The decision criteria should align with what you learned in the discovery. For example,
if a customer’s decision criteria included how well the software integrated with SAP but
didn’t uncover any need for SAP integration in your discovery, you missed something and
you will want to get on it immediately. Asking your buyer to outline their decision criteria is
key and offers tremendous insight.

Learning the decision criteria normally is not very difficult. Simply ask, “How are you going
to decide what is the best solution for you? What will be the most important factors in
helping you make your decision?”.

… remember, earlier they also told you something else – their desired future state. So now
hold the factors they will use to make their decision up against that desired future state. Do
they align?

Keep this in mind: The point of this exercise is not to confirm that your product or service
can do the things your customer most wants it to do. Rather, it is to confirm that the criteria
they value the most and are using to make their decision will actually get them the desired
outcome they say they want.

“I am confused. You said growing revenue by increasing first-time ticket buyers was your
most important priority, but some of the criteria you have said you are going to use to decide
whether to make this purchase won't have any effect on increasing first-time ticket buyers.
Did I misunderstand what you are trying to accomplish? Can you explain why these criteria
are so important to you?”
You are not pushing back – you are protecting your client. Customers can completely
undermine their future state if they base their decision on the wrong criteria.

Do yourself and your customers a solid and confirm that your customers’ decision criteria are
aligned with their own desired outcomes and objectives. If they are not, you need to be
prepared to challenge them to make sure their reasoning is robust, or realign them if
necessary – but not because they are taking a different path than the one you think they
should. This is important: Your goal here should not be to steer them to where you think you
have the best chance of closing the deal, but to make sure they have thought about why they
want what they say they want. Make them own their decision.

My Four Favorite Words

There is a reason I suggested you challenge your buyer starting with the words, “ I am
confused, you said…” Those four words, in that order, are four of my favorites. They are
powerful. I love using them to challenge buyers and prospects, which is exactly what you
need to do when you spot inconsistencies between what buyers say they want in their future
state, and the methods, approaches, and decision criteria they are using to get there. Your
ability to identify, call out, or resolve these inconsistencies is a measure of the added value
you bring as a salesperson.

“I am confused” (or “ I was under the impression,” or “I thought…” ) allows for the
possibility that the mistake is yours. This gives you leeway to encourage introspection instead
of defensiveness and to engage in a discussion rather than a debate. Learning to identify
inconsistencies between what buyers say they want and the decisions they make is critical to
gap selling and moving deals forward. Starting with “I am confused, you said…” before
listing the inconsistencies or discrepancies you find confusing is one of the best ways to
disarm your prospect, invite a discussion, and resolve problems before they start.

2. KNOW THE BUYING PROCESS

The next question you want to ask so you can understand how to move the sale forward is, “
Can you tell me a little about your company’s buying process?”

This isn’t about finding out what factors they are considering as they decide whether or not to
buy. That is the decision criteria, which we just discussed, and you should already know it.
This question is literally about knowing all the steps your customers will have to follow
before they can decide to buy.

Combine what you know about the 1. Decision criteria with the 2. Buying process steps to
properly build your deal strategy.

Knowing your customer’s buying process is like getting a topographic map of the land. You
already knew what direction you wanted to go, but now you can see where you might run into
a steep valley, a hill, or a river. It allows you to be prepared for anything.

(The Challenger Sale book, The Challenger Customer)

 3. FOCUS ON THE NEXT YES

A sales cycle should actually look more like a rising staircase than a horizontal straight line.

What makes a sale move forward? The word “Yes.” Remember how we discussed that you
have to earn an invitation to help the customer? Every single yes you hear from the customer
is a renewed agreement to work with you.

If your customer resists, it is time to go back to your discovery and figure out what part of
their current state, future state, or intrinsic motivation you still haven’t learned.

… checking off those three steps – nailing down the decision criteria, knowing the buying
process, and focusing on the next yeses (aka the mini-sale within a sale) – will all help to
ensure that you can move the tour deal smoothly through the pipeline. But there is one more
thing you need to remember.

You are not The Customer’s Bitch

A good salesperson is a consultant, a collaborator, a partner – not a servant. You know what
that means? The customer is not always right. In fact, customers can often be their own worst
enemies. In general, successfully solving problems requires partnership and information
sharing. It is a result of two or more people or entities sharing the workload and committing
to the same outcome.

… too many salespeople believe that the only way to move a sale forward through the
pipeline is to cater to customers’ every request or whim or interpret their reticence to share
information as a cue to double down on their efforts. That is wrong. Just as investors need to
weigh their ROI when deciding where to place their money, salespeople need to consider
their ROSE (return on sales effort) when judging where to target their energy and time. That
often means learning to say no.
The more you value yourself, your knowledge of the space in which you sell, and your
understanding of your buyers’ problems, the more your customers will value you. A great
salesperson is not a gofer or a servant. A great salesperson is a skilled consultant and a
valuable asset. And you need to behave like one.

Here is the test:

• If your customer says jump and you ask “How high?”
• If the customer asks for a quote and you deliver it without asking why
• If the customer asks for a free trial but won’t share their results
• If you meet all your customer requests but they won’t meet yours
• If the customer expects you to change your business model to meet their needs and
you do
• If the customer only likes you if you give them the pricing they want
• If the customer continually asks for things, but won’t give anything in return

… you are the customer’s bitch. And you have to stop!

But:
• If you make it clear that you know as much or more than your customer about
industry trends
 • If you understand and can explain the nuances of solving the key problems associated
with your products or services
• If you are as aware (or even more aware) than your customer of what the competition
is doing
• If you continually provide relevant customer insights
• If the client can rely on you for direction and advice
• If you don’t push products, services, or features and benefits
• If you have a strong social following because of your shared content
• If you are a relied-upon resource in LinkedIn groups or Quora
• If customers know you have the answers they need to solve complex business
challenges
… you are an asset and a critical element to your client’s success. Not their bitch.

If all you are doing is what the customer tells you to do, you are not providing the expertise,
professional insight, and guidance they need from you. Don’t let your fear of losing the sale
compromise the caliber of your work. That is what would turn you into a customer's bitch.
Instead, let fear be a guide. If you find yourself afraid of losing the deal, it is probably a sign
you have lost control. If you are feeling fearful, it means you are not gap selling. If you are
afraid, it means you don’t have the information you need to influence your buyers. It means
you are at the mercy of your customers, and that is the beginning of the end. Why? Because
when you are at the mercy of your buyers, they are no longer letting you help them. It is no
longer a collaborative sale and those types of deals rarely close.

The balance of power shifts throughout a sale. In the beginning, when you are first trying to
get a prospect's attention, it is totally asymmetrical. You have no power and you deserve no
respect. It is up to you to earn it. After all, unless the buyer called or emailed you first, you
are the one interrupting their day with a request for attention, so you would better be prepared
to show that you are worth it. If you follow all of the gap-selling techniques we have covered
so far in this book, proving your value shouldn’t be a problem.

However, once your customer agrees to go on this sales journey with you – once they start
regularly saying “yes” – the sale should equalize into a partnership. And in partnership, one
person is not doing all the giving while the other does all the taking. In a partnership, each
person gives the other what they need to be and do their best. They mutually support each
other toward success. So if you need a document or information that will help you do a better
job for your customer and they refuse to provide it, you shouldn’t just turn away and try to
make do without. You should stand your ground and help them understand why it is in their
best interest – why it will be useful to them – to help you. And if they make unreasonable
demands of you, you are not required to oblige unless you know you are going to get
something useful in return.

Just as higher prices often reflect quality and value, so does standing strong behind your
product and principles. It can reaffirm your perceived value and make clients want to work
with you more. Now, sometimes the customer will refuse, in which case you should tell them
to pound sand. But be strong enough to explain yourself: “I get why you want this trial, but
just because you want it doesn’t mean I have to give it. We need to be working together on
this and if you can’t meet me halfway, we are not right for each other.”

A sales relationship is like a marriage. You and your customer have to give and take as equals
with an eye toward the same goals, or it just won't work.
… you know those times when you contact customers and they ask you to send them your
pricing before you have had a chance to learn anything about them, or for them to learn much
about you? They have never spoken to you, they have never met you, and they don’t want to
set up a meeting or a follow-up call to explain why they think they might need your product
or service, they just want to see what it costs. You can and should say no. Gap selling is about
building relationships and solving problems. You literally can't do your job properly if you
agree to let them determine your value to them based on nothing more than prices. You are
not McDonald’s serving exactly the same thing to every customer who comes through your
doors.

… the value of a product or service can fluctuate dramatically depending on how desperately
customers want to change their current state or ensure their desired outcomes.

It all depends on how what you are charging weighs against the customer’s desired outcome.

CHAPTER #13: TROUBLESHOOTING

When a prospect goes dark

… Don’t kid yourself – your emails did not get lost in the ether, and your voicemails did not
disappear. Prospects know when they owe you a response. And most of the time, they feel
bad that they haven’t gotten in touch. If they went so far as to tell you they were interested in
going forward with the deal and now they have disappeared, you can bet they are not
purposely trying to be rude; something has happened on their end that they were not
anticipating. But getting desperate and begging them to talk to you by “just checking in” is
not going to prompt them to explain themselves. The next time this happens to you – and it
will – don’t become desperate. Instead, be direct. If you have been gap-selling, you will have
all the information you need to hold your prospects accountable and encourage them to
explain themselves.

You start with those four little words, “I am confused. You said…” which highlights the gap
between your prospect's words and actions. Then you remind them of their current state and
how avoiding you is keeping them away from the future state they said they wanted. “I am
confused. You said you were tired of getting bet out for bigger, more complex projects, and
you agreed that my product would improve your value proposition tenfold and get you to
your financial goals. So I am surprised I haven’t heard from you. Has something changed?
Were you able to solve your problem? Have you decided not to pursue bigger projects?”

Basically, in the nicest way possible you are holding them accountable for their own words
and proving that you understand their problem, what it will take to fix it, and the
consequences of not fixing it. You are also pointing out that unless their goals have changed,
by avoiding you they are sacrificing their future state and desired outcome.

Jumpstarting a stalled deal

This is a common problem, too. You have established a great rapport with your prospect, you
both agree that your product could boost the organization to the next level, but then
everything starts to go very s-l-o-w-l-y. meetings get postponed, specs don’t get sent when
they were promised, and nothing gets done. The prospect keeps taking your calls and keeps
reiterating his interest, but the deal is stuck in the pipeline and all you get are excuses. Maybe
they are really not that into you?

Maybe, maybe not. There are a million reasons why prospects might suddenly shift their
priorities. If this happens – and it will – you will do the same thing you would do if a deal
goes dark: remind the customer of their current state, their desired future state, and the impact
they are suffering by putting off their desired outcomes.

Overcoming Objections

Traditionally, salespeople have been taught to overcome objections by asking clarifying

questions. So if you are an eco-friendly cleaning company and an initially enthusiastic
potential client suddenly paused and said, “You know, I would love to work with you, but I
really wanted to support a local business,” a traditional response would be, “Could you
clarify why that is so important to you?” And that is not an invalid question. The problem is
the answer it gets you, which is likely going to be something along the lines of, “I like to
keep my money as close to the local economy as possible, and you are a franchise based out
of state. I would rather support a truly local start-up”.

Now you are hosed because there is nothing you can do to work around that.

However, if you know your prospect’s current state and future state, you don’t have to get
him to clarify the objection. Instead, you ask him to clarify his desired outcome. “ Wait, I am
confused. I understand your interest in supporting local businesses, but you told me that the
most important thing to you when hiring a cleaning company was that it was wholly
committed to using environment-friendly products whenever possible. Our green cleaning
products are not add-ons; our whole business is built around them with the exception of a few
carefully chosen disinfectants and sanitizers. Is there a local company that can make the same
promise? Can you help me understand?”

The thing is, if you are gap selling it is much harder for an objection to crop up and take you
by surprise. In general, when you have done a good job of assessing the customer’s current
state, establishing their future state, and identifying the gap, you should be able to anticipate
any major issues before the customer even thinks of them.

Every time you hear an objection, you will want to hold it up against your customer’s future
state. Are they aligned? Would resolving this concern or so-called problem get them any
closer to their desired outcome? If so, you will probably need to get out. If not, you need to
respond with “I am confused.” By implying that you may be the one in error, those two words
allow you to challenge people without making them feel defensive.
When you express confusion, customers are naturally going to want to help you understand
their thinking, which means they are going to wind up giving you all the information you
need to figure out what to do next.

Never defend your product or service. Use gap selling and what you learn in the process to
make the buyer defend their objection. Make them tell you why the lack of a particular
feature is an issue. Make them tell you why their objection matters in the pursuit of their
desired outcome or future state. If you have done gap selling right, you will quickly discover
that more often than not, the objection is not real and the customer will get past it quickly.

Price Objections

If there is one universal struggle for salespeople, it is price objections. Buyers try to play
hardball, swear they can’t afford your product or service, or insist they don’t have the budget
and then start trying to negotiate you down. And then you are super quick to drop your pants
doing whatever you can to lower the price to the buyer’s desired number for fear of losing the
deal.

That stops now. The only reason you need to worry about losing a deal is if you haven’t done
a proper discovery. If you have asked all the right questions and are thoroughly informed
about your customer’s current state, intrinsic motivation, and desired outcome, you will
probably know long before your customer whether your product or service is a perfect fit. If
it weren’t, you would have walked a long time ago.

When price objections arise, here is what you gotta do: Change the focus of the conversation.
Normally, the only price anyone talks about is the price of your product or service. But let's
go over this one more time: Your customers aren’t really buying products and services like
software, consulting services, training, or widgets; they are buying change. They are buying
the desired outcome made possible by your software, consulting services, training, or
widgets. So don’t let anyone determine the price of what you are selling. Ever! I am going to
say this one more time because it is that important: Don’t let anyone determine the price of
what you selling based on the product, service, or widget. That’s not what they are buying!
They are buying the outcome of your product, service, or widget. Therefore, remind them of
the desired outcome and the value it has for their organization – the gap – and then make
them defend it against what you are charging for the tool that can make it happen.

More often than not, this shift in perspective will make people see that whatever it is you are
selling is well worth the satisfaction of achieving their goals.

There are three common price objections customers typically toss out:

1. It is too expensive
2. We don’t have the budget
3. We can't afford it

1. IT IS TOO EXPENSIVE

When someone tells you the price of your product or service is too high, remind them of their
desired outcome. As always, start with two little words: “I am confused.”
After you put the value of the desired outcome back in their lap, just shut up and listen.

2. WE DON’T HAVE THE BUDGET

3. WE CAN’T AFFORD IT

… if you want to counter them, you first have to make sure you know which one your
customer is really dealing with.

If an organization lacks the budget for your product or service, they actually have the money;
they just did not allocate any of it for the type of purchase you are proposing.

For a lot of people, however, “it is not in the budget: is code for “we don’t have any money
for this purchase at all.” That is not a budget issue, that is an affordability issue. You have to
know for sure which one your customer means before taking another step.

If an organization literally doesn’t have money available to pay for a product or service, there
is not a whole lot a salesperson can do about it, which means it is time to walk away from the
sale.

If you discover that your customer has a budget issue and you know for a fact that your
product or service is going to get him to his desired outcome, it is on your product or service
is going to get him to his desired outcome, it is on you to help him realize that it is in his best
interest to revisit that budget so he can make the purchase. That is when gap selling comes to
the rescue – because it provides you with all the data you need to show why he is making a
mistake. Let's say that instead of complaining that your product is too expensive, a customer
informs you that the $80K price you are asking is not in his budget and he is going to have to
wait until the next fiscal year to make this purchase. You could express sympathy, but
regardless, you will lead with two familiar little words as you gently challenge his logic: “I
understand, but I am confused: if you don’t move forward till next year’s budget, you will
lose $50K a month for the next six months. That is $300K. Are you prepared to lose that kind
of money, plus forgo competing for high-end projects for six more months? How much
longer can you afford to let the competition win market share? How will that financial loss
affect your ability to make your stated goals?”

Once you say your piece, you guessed it – shut up and listen.

Notice that once again, you are not defending the value of your product or service. You are
not trying to convince anyone of anything! You are merely forcing the buyer to defend his
decision given the outcomes and desired future state he says he wants.

Gap Selling is good for everyone

 CHAPTER #14: PROSPECTING: GETTING THE FIRST “YES!”

When you build your prospecting methodology around gap selling principles – by putting the
customer first; by preparing to solve problems, not talk product; by coming ready to consult,
not sell; by leading with value – people are simply going to be more willing to come to the
table. They will agree to meet for a phone call or reply to an email, not because you were so
awesomely charming, but because you will have helped them see that it is in their best
interest to do so. “interest … “ That is our challenge – to get prospects to see that meeting
with us is in their best interest.

Prospecting is the first yes. Whenever you ask someone to meet with you, to read your email,
or to download your flyer, you are making a sale just like all the other small sales you will
make as you secure each next yes that leads to a successful close. But before you can get to
those next yeses, you have to land this first one, even as you are competing against twenty
other salespeople vying for the customer’s attention.

CHAPTER FIFTEEN: SMART PROSPECTING PREP

What does a healthy pipeline look like? It is the ratio between your quota, your closing
percentage, and the size of your pipeline. Therefore if you have a $1 million quota and you
have a 30% closing percentage, then a healthy pipeline is roughly three million qualified
opportunities. So it is not just about keeping your pipeline filled, but keeping it filled with
qualified prospects.

You have to know who you are calling

You may not want to believe this, but your ideal customer will not be found in every member
of the Fortune 1000. It would be a huge waste of your time to pick up the phone and start
dialing numbers or to send out email blasts to someone in every single company that might
even tangentially be connected to your niche or field. Bad, bad idea. Successful prospecting
is organized and structured. You are not looking for people to talk to; you are looking for
people with problems you can solve.

You can use the PIC to build an ICP – ICP-ideal customer Profile.

Take a look at the problems you have listed in your PIC. As a reminder, these are all the
potential problems you can solve with your product or service, the various impacts these
problems could have on a business, and their root causes.

Ask yourself what types of companies would likely struggle with each set of problems. List
their industry, size, the departments that would be affected, and the responsibilities of that
department. Then think about who within these departments would suffer the greatest impact
from those problems. That is your ideal customer.

Now rank your customers in order from those likely experiencing the highest number of
problems causing the greatest amount of pain to those struggling with the lowest number of
problems and suffering the least amount of pain. Separate that list into A, B, C, and D.

Your list is composed of the customers who are battling the highest number of problems on
your list and suffering the most, too. Lots of problems = lots of impact.
Your B list may not be experiencing as many of those problems, but they are still having a
significant impact on their business. Fewer problems = lots of impact.

The C list comprises buyers who are struggling with a number of the problems you have
identified, yet not suffering all that much. Lots of problems – little impact.

D? Few problems = little impact. You don’t need to pay attention to any customers that land
on your D list.

BE A PROBLEM FINDER

You know your customers are facing problems that you can fix. As you start engaging, your
goal will be to compel these buyers to grant you enough time to identify these problems and
not only get them to admit that the problem does exist, but that it is having a negative impact.
To get that time, you are going to have to understand your buyer's mindsets – thus, the PIC.

THINK LIKE A BUYER

They are probably not that dissimilar to the

feeling you experience when the shoe is on the
other foot when you see an unsolicited email land
in your inbox or see an “Unknown” phone
number come through. What do you do with
those, anyway?

Delete the email? Ignore the voicemail? Trash the

glossy postcard?
You know you do. Think about why, though.
What goes through your head when you answer
the phone and a stranger starts trying to involve
you in a conversation? Why do you hang up?

And then, in those rare instances when you have

given a telemarketer a chance to speak, think
about why you did it. What did the person on the
other line say that gave you a reason to believe
that spending even a minute with them might be
worth your time? What did you see in that email
that made you not delete it, or on that postcard
you did not throw away that made you stop and
think, “Hang on… this might be interesting.”

… the seller made you see the value in the listing,

which gave them a shot at showing you how their
product could alter your current state and get you
into a desirable future state.
As you start prospecting, keep thinking like a buyer. Don’t say or send anything that wouldn’t
compel you to pay attention if the roles were reversed. Everything you send out, every
communication, and every engagement should address a problem or a set of problems with
which your target customer could be struggling. The communication should be them-centric –
their business, their production facility, their customer service, their sales organization, their
supply chain, whatever. Your goal is to get them to engage with you on a problem or set of
problems. You have to be a problem-finder. Become fanatical in that endeavor.

CHAPTER SIXTEEN: HOW TO CAPTURE ATTENTION

Phone, email… Which medium?

If you are following the gap selling approach, you understand that the first sale has to offer
something of value. You have to give something irresistible, to a prospect to compel them to
respond to your email, social outreach, or cold call… Don’t let anyone tell you that cold
calling is dead, that social selling doesn’t work, or that email is useless.. these distribution
methods are only as useless or as valuable as the message attached to them. So no, they are
not dead. It is just that if you want them to work for you, you have to be smart about it.

Your target buyers should tell you which communication channel would be most effective. If
you are selling to millennials or in the tech space, email and social media may be your best
bet. If you are selling to traditional, old-school manufacturing, the phone and letters by snail
mail may work best. Regardless, the key is to build a multifaceted communications stack that
works best for you and your target prospects’ communication style.

It is the message, stupid

… the majority of cold outreach lacks the fundamental element of getting attention: intrigue.

Intrigue
Intrigue triggers the “oh-shit” circuit by distributing predictable patterns in three ways:

1. Surprise
Find ways to create the unexpected. Sending your first piece of correspondence to a prospect
inside a box of fresh croissants might just get you that breakfast meeting after all.

2. Create mystery
Make them say, “huh?” Create pain in the form of anticipation, which only further
engagement can soothe.

“Did you know that your competitor shortened their manufacturing cycle by three days using
our product?”

3. Create a knowledge gap

“Were you aware that only 54% of salespeople make a quota because of poor selling
environments, not because of poor sales training?”

Prove that you know something the buyer doesn’t about their industry, their business, their
competitor, or the product they use. Research why companies fail in an area where you can
help them succeed. Look for obscure information that could positively affect them. Ask
questions you know the buyer can't answer. In this way, you not only position yourself as an
expert with desirable information, you create pain in the form of curiosity.

Creating intrigue through a knowledge gap demands that you educate or challenge your
buyers, often both.

“Are you aware that 80% of companies that use the same systems that you do rank dead last
in their industries?”

Other ways to educate buyers might be to offer:

• Insight on how the competition is solving a problem with which they are struggling
• A new federal mandate or regulation on the horizon
• A discussion about new best practices for achieving XYZ
• The ability to attack a new market, reach new customers, stop losing money, increase
market share, etc.
• New market data or insights that affect their business
• An exploration of unseen or unrecognized opportunities

A clear, reasonable ask

… asking for more than is appropriate at the wrong time and in the wrong place scares people
off. They might even want to say yes and still say no because that is what happens when
people feel pressured to make up their minds before they have even processed the questions.

Before you ask the Big Ask, ask the small ones and secure the next yeses.

Another trick to getting a yes? Don’t ask for a chance to talk. Ask for a chance to give value.
And to do that, you need the right ask with the right offer.

An Irresistible offer

Everybody’s always thinking about their ask – what they want to get out of the buyer. The ask
is easy. But if you are making any kind of an ask without offering something of equal or
greater value in return, you are setting yourself up for failure. It is not about you! What do
your buyers want? If you are asking for a half hour of their time, what are you offering? Do
you think they want to PowerPoung presentation on the six greatest features of your product?
No! They want to learn something, experience something, and engage in a conversation that
may lead them to improving their world, their business, their job, their life, their whatever.
Therefore, when you ask for 15 minutes of a prospect's time, the prospect is asking herself,
“Is it worth it? Do I really want to spend 15 minutes listening to or engaging with this
person?” If the prospect doesn’t quickly believe giving you 15 minutes is worth it, she is out.
The answer is NO!
Is your offer worth what you are asking? It better be.

A net positive for the buyer

Offer – Ask = Value

For instance, if you are asking for 15 minutes to discuss how your prospects’ current
recycling program could be costing them 50% more in energy costs, that is a net positive for
the buyer.

But if you are asking for 30 minutes to discuss their business and see if there are some areas
where you can help them, that is a net negative. No business professional has 30 minutes to
tell you about their business. What happens if they tell you but there is nothing you can do for
them? They have just wasted 30 minutes they could have used elsewhere. That is not an offer
of any value.

What about 45 minutes to share how your product could decrease customer churn by 35%?
That sounds like a fair offer and ask, right?

WRONG!

Why? Because it puts the product first. No one

wants to sit for 45 minutes listening to you talk
about your product unless you can first
demonstrate that they are struggling with the
problem your product solves. Prospects aren’t
willing to risk 45 minutes listening to you pitch
your product only to learn that it can't decrease
their churn by 35% because they don’t have the
specific churn problem your product solves!
Prospects hate wasting time, and if any offer
you put on the table smells even slightly of
wasting time, they are not going to accept. Your
message will go straight to the trash bin or meet
the delete button.

First, what is Barton’s offer? It appears the offer is to introduce the buyer to Expense Ready’s
expense report tool. But it is not a very good offer. Why? Because Barton doesn’t give me a
reason for me to look at his expense tool. What problems am I having with my expenses? As
far as I know, none. Not does Barton highlight some problems that I may not have
considered. Therefore, why in the world should I have an introductory conversation with
Barton? He hasn’t given me a reason. Do you see one?

Second, the ask is too high for the offer. Because his offer is weak, the ask for 15 minutes is
too expensive. Yes, I said too expansive, and that is a great way to look at your ask.
 Finally, apart from the expensive ask the cheap
offer, the first four lines are all about Barton’s
company and product. He talks about its ease of
integration and his company’s integration partners
but does nothing to introduce any expense
problems I may be having and the impact those
problems could have on my business. I think my
expense reports are pretty simple as they are, so
where is the problem? I don’t know what I don’t
know. See, Barton has done nothing to help me see
that my business has a problem that must be fixed.
Nowhere does Barton show any understanding of
my business, the problems I might face with
expense reports, or the impact that expense reports
problems could be having on my company. No
problem, no need to change. No need to change,
no need to talk to a salesperson – period.
Remember, the sale is all about change.

Notice the difference in this email. First, it starts with

the buyer – me – and the potential problems I could be
facing and puts a number on it. It has an ask of just 15
minutes to determine if I am losing $10K or more
through expenses. It then offers a bonus by suggesting
my processes could be costing me additional time and
money. That is the type of email you want to create. It
reeks of value for the buyer. It is a giving email, not a
taking email. And, notice the intriguing “oh shit” circuit
and demand the buyer open and read on.
 CHAPTER #17: SET THE RIGHT CADENCE
… one of the most critical elements in prospecting is finding the right cadence when you try
to make contact. You will have to strike a delicate balance. Get in touch too frequently and
they will feel hounded; leave them alone and they will forget all about you even if they were
intrigued.

Cadence is not just about the timing of your correspondence, but strategically planning your
message and the delivery method.

Use Every Channel

Shake the message Up
The key to successful prospecting is to make sure that every communication stays focused on
solving the business problems you have identified as likely to have a significant impact on
the people you are trying to reach. Each time you connect, however, you will want to
emphasize a different impact, provide a new piece of information, or share a relevant bit of
research. Your buyer’s brain thinks it knows what to expect; you are looking for ways to jolt
it out of its complacency and take another look at you.

Bug them without bugging them

The key to a killer cadence is perfecting the timing. You want to stay in front of your client
just enough to stay top of mind, without annoying them or acting like a stalker. My
recommendation is to use the following schedule in business days, via a variety of
communication channels.

What is critical to keep in mind is that the cadence needs to leverage multiple communication
mediums, provide different offers and asks, and leverage intrigue as much as possible. The
goal is to stay in front of your buyers until they respond.

Each time, you should change up the message, provide a different offer, and address a
different impact or problem. The key is to stay focused on the customer. You have to stay in
their world. Don’t start pitching. Be deliberate, but be patient.

HINT: if you get to outreach 9,10 or so on and still no response, it is perfectly OK to

challenge the buyer with an email like this:

(I am respectful, but I am not a quitter)

Notice that we are putting the burden on the buyer to communicate. I never, ever, ever say no
to a buyer. I make the buyer say no. When a buyer doesn’t respond and we stop calling and
emailing, that is us saying no to them and that is a huge mistake. Never say no to your buyer.
I can’t tell you how many times I’ve persisted with no response to finally break through and
have the buyer say, “Thank you! I appreciate your persistence. I have been wanting to talk to
you but I just haven’t been able to make it happen. So thanks for staying on top of it.” Your
job is to get to your buyers. Don’t ever walk away until they tell you to go away. Gap selling
makes it easy to do this.

Why?

Because you are challenging them on a real problem. You have offered something of
substance and it wouldn’t make sense to just walk away.