Increase Sales by Closing the Gap, with Keenan on Gap Selling, Ep #114

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We all want to increase sales, but many are still going about it the wrong way. Are you still trying to “sell to the pain” of your buyers or have you realized that what makes you truly successful is selling value? A true sales influencer comes into situations where the buyer has not made a decision yet and influences their decision toward a purchase by highlighting the value they will receive from the sales solution. That’s what they really want, and even they don’t see all the benefits they might receive from the solutions they are seeking.

This episode of #SellingWithSocial features my friend Keenan, a guy who became a sales coach and trainer by accident but realized in doing so that his sales method cuts to the core of true selling. His GAP Selling paradigm will help you get past buyer objections, understand the true need of your buyers, and most importantly, enable them to see the impact your solution has when solving their problem - and that will help you increase sales. Don’t miss this one. Keenan’s insight into how the sales process works at the core is invaluable.

Change Is At The Center Of Sales. Sellers Help Buyers Decide To Change

Much of the hurdle we face in sales is that buyers are often not motivated enough to make a change. Our job is to help them understand the benefits that can come when they make the decision to step away from their current state of things and into a new and better future. When you can help a buyer decide to change, you’ve done them the greatest service because you are opening the door to that better future and giving them a peek inside.

But often, you don’t know how to help a buyer make the decision to change because they are holding the facts of the situation close to the vest. They don’t want to reveal everything about their situation. How do you get past that tactic? Keep reading...

Sellers Get Buyers To Let Them Help Them By Demonstrating Credibility

It’s not uncommon to run into selling situations where the buyer is not forthcoming about the details of their problem or need. You can tell because they become cagey or unclear in the answers they give to your questions. How can you get a buyer to share more with you, to willingly give them the information you need to be able to truly help them? You do it by demonstrating your credibility, which comes from applying a very specific approach.

In this conversation, Keenan outlines his PIC approach to sales:

Identify the PROBLEM Identify the IMPACT it will have on the buyer for their problem to be solved Understand the root CAUSE behind the problem

This information enables you to devise the kind of questions for buyers that demonstrate your understanding of their problem, that you can genuinely be of help to them. When you do that, buyers begin to view you as an ally instead of just a salesperson. Listen to learn more about the PIC approach.

You’ll Only Increase Sales When You Truly Know Your Buyer’s Problem

Keenan points out that what we often hear in sales training is not the whole truth. Well-meaning sales trainers tell us we should sell to the problem, but Keenan says that approach is short-sighted. The problem is definitely bad for the buyer, but the impact of solving that problem is the true motivating factor in every sales conversation. So you need to envision that you, the seller, are really selling value, not a solution.

Keenan creates a very helpful scenario in this episode involving a headache, a pill that will cure it, and a situation where the headache-sufferer is willing to pay $1,000 for the pills. Can you imagine a situation where that would ever be possible? Once you hear Keenan explain it you will - and you’ll understand why knowing the impact that solving the real problem will have is critical to helping buyers make sales decisions. It’s selling value - the ultimate goal that gets buyers to make the right buying decision.

People Buy For Value, Not Necessarily Because They Like You

We’ve all heard that buyers make purchases from sellers they know, like, and trust. But Keenan says it’s not always the case. Many people will buy things from a person they don’t like. Why would they do that? Because the value they will get from the purchase is far more important to them than whether or not they like the person who gave them the value.

Take the time to listen to this passionate conversation. Keenan and I talk in depth about what it takes to be a sales influencer, how to help buyers get to the right buying decisions, and how to call them out when they are not being entirely honest with you - and increase sales at the same time. It’s a fascinating conversation full of insight. You won’t want to miss it.

Outline of This Episode [1:12] Who is Keenan and why is he my guest on this episode? [9:10] What is gap selling and why does it work? [18:35] Why you must say “No” to buyers who won’t divulge details [21:44] Do you need to focus on customer’s liking you? [26:19] How to ask questions in order to get to the problem (PIC) [33:10] The best place for sales leaders to start to get their team into the problem Resources Mentioned Keenan’s book “Gap Selling” Sales Guy Consulting - Keenan’s company Tommy Hilfiger Modern Marketing Engine Podcast - Bernie Borges Keenan’s favorite movie: Dangerous Liaisons Connect with Mario! www.vengreso.com On Facebook On Twitter On YouTube On LinkedIn

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