1 rich Libsyn https://www.libsyn.com 90 600 Keenan Returns! On today's episode, Keenan in back in the house, and we're talking about his book, Gap Selling, which focuses on the middle ground between Point A and Point B in the selling process. Sales people tend to focus so much on their product that they forget the &quot;consultative' area in between. {Heads up: Keenan is raw and real, which means this episode will contain some language we normally don't have on the pod. Earmuffs!} In a problem-centric world, salespeople are still leading the process with the product. The absolute core of selling is change and buying a new product is just one part of the process of making the transition. Keenan's book tells us how selling to the problem not the product will land you your next big deal. On today’s podcast… 02:44 - Pretend you don't have a product 05:53 - One of the 9 truth bombs of selling 07:09 - What's the very first thing you do when you want a change? 08:59 - Keenan's first step with a new customer 11:33 - The impact of the problems 12:18 - You may can find the problem but can you solve the problem? 15:36 - &quot;Problem&quot; training is all you need 19:24 - Addressing the cultural problems 25:05 - How do you get insights from your customers? 27:46 - Credibility over like-ability 30:31 - PIC - the Problem Identification Chart 35:02 - What's next for Keenan? 37:21 - Keenan's &quot;Why&quot;? Don’t forget to subscribe rate and review our podcast. It only takes a second and helps us make more podcasts for you. The Why and The Buy is part of the Sell or Die Podcast Network. Subscribe to these other amazing network podcasts! Sell or Die Hidden Stories with Jeremy Fulkerson Wheelbarrow Profits Women Your Mother Warned You About Street Smarts with Harvey Mackay The Why And The Buy http://thewhyandthebuy.com <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/9298541/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/item/9298541