
Forget everything you thought you knew about sales. "Gap Selling" by Keenan revolutionizes B2B strategy by diagnosing customer problems instead of pushing products. James Buckley calls it game-changing. What if the key to shortening your sales cycle isn't relationships, but the gap between problems and solutions?
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You're not failing because you don't work hard or don't care-you're failing because you don't know what you don't know.
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Creato da alumni della Columbia University a San Francisco
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Creato da alumni della Columbia University a San Francisco

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Picture a football field where half the players don't know the rules. They're talented, they're trying hard, but they keep getting penalized for violations they didn't know existed. This was Keenan's reality as a young player-and it's the reality for thousands of salespeople today. They're losing deals not because they lack skill or effort, but because they're playing the wrong game entirely. They think sales is about pitching products, building relationships, and closing hard. But what if everything you've been taught about selling is backwards? Here's the uncomfortable truth: most salespeople aren't good at their jobs. Not because they're lazy or unintelligent, but because they're operating with a fundamentally flawed understanding of what selling actually is. They blame bad leads, high prices, or unresponsive prospects when deals fall through. But these are symptoms, not causes. The real problem? They don't understand that customers don't buy products-they buy change. And change only happens when the pain of staying put exceeds the fear of moving forward.