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

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, 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, their 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.