You've heard all the sales pitches before...
You’ve probably even given a few. But have you ever considered selling based on the gap between where your clients are now and where they desperately want to be? That’s the beauty of Gap Selling, and if you’re not using it, you’re leaving money on the table.
What is Gap Selling?
Gap Selling, a methodology championed by Keenan (yes, just Keenan—like Madonna, but for sales), is all about diagnosing the gap between a customer’s current state (problems, inefficiencies, frustrations) and their desired state (success, efficiency, peace of mind). Instead of pushing features and benefits, you become a problem-solver, guiding clients from their pain points to a solution that actually moves the needle.
Why Gap Selling is a Game-Changer for Polyurea and Spray Foam Applicators
Most sales in this industry fall into the same predictable pattern: "Our coatings are the best," or "Our spray foam expands more consistently!" Yawn. That’s just noise. Gap Selling forces you to dig deeper and uncover real client challenges.
Imagine this:
Current State: A contractor struggles with inconsistent spray patterns and wasted material.
Desired State: Perfect, even coverage with minimal waste.
Gap: Their current equipment is outdated or they’re using the wrong technique.
Solution: Your advanced spray system that reduces overspray and maximizes yield.
Now, instead of selling a product, you’re selling a transformation. Clients don’t just see a price tag—they see a path to more efficiency, higher profits, and fewer headaches.
The Secret Sauce: Asking the Right Questions
Gap Selling is all about discovery. Instead of leading with a pitch, lead with curiosity. Ask questions like:
What are your biggest frustrations with your current coatings or foam application process?
How much material do you waste per job?
What’s the impact of rework on your bottom line?
If you could fix one thing about your setup, what would it be?
When you uncover pain points, you position yourself as a trusted advisor—not just another salesperson hawking the latest spray gun.
Making Gap Selling Work for You
1. Identify the Pain
Get your clients talking about their struggles.
2. Highlight the Cost of Inaction
Show them how much they’re losing in wasted materials, downtime, or lost bids.
3. Paint a Picture of the Future
Make them visualize a world where their problems are solved.
4. Deliver the Solution
Connect the dots between their pain and your product.
Final Thoughts
Whether you're selling B2B like the example above or if you're selling B2C to an end user, Gap Selling isn’t just another sales technique—it’s a mindset shift. It moves the conversation from what you sell to why it matters. And in an industry where precision, efficiency, and durability are everything, that shift can mean the difference between just another sale and a lifelong customer.
So, are you ready to mind the gap and start selling solutions instead of just products? Your customers—and your bottom line—will thank you for it.
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