Someone recently asked me why I think that gap selling is a revolutionary game changer. She thought that must be my opinion because it is at the core of my B2B sales approach.
So she was shocked when I told her I don't think it is a revolutionary game changer. But I also had to correct her when she told me then, that I must think it's a hype that I am riding out.
It is not a revolutionary new technique
It is neither. Because in its core it is not new at all. People who have used approaches like consultative selling, SPIN selling or the challenger approach for years will find a lot of things they know and do repeated in this book.
By the way we are talking about the book "Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price" by Keenan. And he himself states in his book that's not actually new: "They [sales people] have lost sight of what selling is really all about". So most of us know the stuff in the book somehow.
But it is still a must read book for everyone doing B2B sales for me.
It is the best and most complete reminder of how to be successful in sales
Because nobody provides a better overview (or reminder) of what successful sales is about than Keenan in his book. He brings you back to the fundamentals often hidden behind all the fancy techniques we learn as sales people.
He provides everyone with a clear customer or problem centric roadmap of how to generate win-win B2B sales.
I happily admit that I had to take a step back after reading the book and review / rewrite my script for B2B sales. Because of his sorrow and complete review of a sales process up to the point where you manage sales people, always with the single minded goal of solving your customer's problems, I became aware of some of the things I was only unconsciously doing on good days.
Rewriting my tools now allows me to make sure I am doing them consciously, even on a bad day.
And yes, as an entrepreneur you should read and you should adopt gap selling in your startup or SME, either because it is a game changer - if you haven't done something similar before - or because it strengthens your existing approach.
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