Book Review: GAP Selling

Reading time ( words)

GAP Selling: Getting the Customer to Yes
Author: Keenan
Copyright: 2018
Price: $9.99 (Kindle edition), $24.30 (hardcover)
Pages: 197

Get ready for the ride of your life because this book will rock your world. It is the best book on selling that I’ve read in 10 years, and I read all of them. This book debunks all of the so-called “axioms” about selling that you have heard throughout your career. The author “Keenan” (don’t ask, I didn’t) handles all of that sticky stuff that slows down—nay, just about kills—your sales effort.

Here are some of the more cogent examples from the book:

  • Customers do not care about you. Customers do not care about your company, how long it has been in business, or how it started. They only care about one thing, and that is what you can do for them.
  • The salesperson is dead. You are a consultant, an advisor, an expert, a peer, and someone the customer comes to rely on for valuable solutions.
  • Customers don’t buy from friends (or drinking buddies or golf partners). They buy from someone who can bring them value, even if they don’t like that person.
  • Customers like change. They will even embrace change if you can prove to them that it will make their product and company better.
  • Show them the future. Customers will change when the future you show them is better than the present they told you they liked.
  • Customers will return your phone calls and answer your emails if they are provocative enough—if the messages surprise them and if they are intrigued. You don’t like to answer boring sales calls, so why should your customer?

And there is so much more. Keenan shows you how to move the customer off the dime when they are stalling. Or how to get the customer to tell you what they need? Ask the customer a series of questions that will drive them to let you solve their problems.

I started sending this book out to some of my sales training clients even before I finished it. Please, if you are the kind of person who never reads a book on sales, start with this one today. Or if you are the kind of person who reads sales books all the time, grab this one next. You might even stop reading the one in your hand right now and pick this book up instead—I guarantee that it is better.

Dan Beaulieu is the president of D.B. Management.

Find it in Amazon


Suggested Items

TTM Technologies Reports Fiscal Q4, 2022 Results

02/09/2023 | Globe Newswire
TTM Technologies, Inc., a leading global manufacturer of technology solutions including engineered systems, radio frequency (RF) components and RF microwave/microelectronic assemblies, and printed circuit boards (PCB), reported results for the fourth quarter and fiscal 2022, which ended on January 2, 2023.

I-Connect007 Editor's Choice: Five Must-Reads for the Week

12/23/2022 | Andy Shaughnessy, Design007 Magazine
In this week leading up to Christmas, we have a little bit of everything. Pete Starkey has a review of the most recent EIPC Technical Snapshot, while Tom Kastner discusses the dwindling number of PCB companies in North America. Are we really down to 170 companies? IPC reports that North American PCB sales up 26.1% in November YOY, and the book-to-bill is dead-on at 1.00. Cybord CEO Zeev Efrat explains how his company can provide 100% component inspection. And I have an interview with a student I ran into at PCB Carolina who is working toward his “dream job” on being a technician. As Alex Barile says, he’d hate to work at a desk all day; he likes to install equipment.

Catching Up With John Johnson, New Director of Business Development at ASC

09/28/2022 | Dan Beaulieu, D.B. Management Group
It’s always good to catch up with old friends, especially when you can start working together. I recently spoke with my friend John Johnson, who has joined American Standard Circuits as the director of business development. At ASC, John will be using the Averatek A-SAP process that he was previously involved with. He shares some of his background and provides insight on the best ways to use this semi-additive PCB fabrication process that opens the capability window for forming trace and space.

Copyright © 2023 I-Connect007 | IPC Publishing Group Inc. All rights reserved.