Chapter 3

In Chapter 3 of Gap Selling, Keenan emphasizes a vital aspect of sales: deeply understanding your customer’s problems. Success in sales isn’t about flashy pitches or impressive product features—it’s about uncovering the challenges that truly matter to the customer and aligning your solution to address them.  

This approach doesn’t just build trust; it creates meaningful value for your customer and positions you as a trusted advisor. Let’s explore why this mindset is essential and how to apply it effectively.  

“You can’t solve what you don’t understand.”  

Why Understanding Your Customer’s Problems Matters  

In sales, understanding your customer’s problems is the foundation of building strong relationships and delivering impactful solutions. Here’s why it’s so crucial:  

1. Clarity for the Buyer

Many customers don’t fully understand the scope or impact of their own problems. When you help them see the bigger picture, you build trust and create opportunities to position your solution as the answer they need.

2. Stronger Solutions

A deep understanding of their pain points allows you to offer a tailored solution, increasing the likelihood of a successful sale.  

3. Credibility and Trust

Demonstrating that you’ve done your homework and truly understand their challenges makes you a valuable partner rather than just another salesperson.  

The Value of Problem Discovery  

Understanding your customer’s problems isn’t just about asking questions—it’s about discovering the nuances of their challenges. This process involves:  

Understanding Context

Each industry and organization has unique struggles. Without understanding their world, your solution may feel irrelevant.  

Identifying Root Problems  

Customers often present surface-level issues, but the real value lies in uncovering what’s causing those problems.  

Positioning for Value

When you understand their problems better than they do, you position yourself as an expert capable of solving their challenges effectively.  

How to Understand Your Customer’s Problems  

Follow these steps to uncover and deeply understand the challenges your customer faces:  

1. Research the Industry and Company  

Before engaging with your customer, familiarize yourself with their industry trends, challenges, and goals. This information will assist you in customizing your approach to fit their specific context.

2. Identify Symptoms and Root Causes  

Ask thoughtful, open-ended questions to uncover the real issues. For example, if they struggle with lead prioritization, explore why. Is it due to outdated systems, lack of automation, or poor processes?  

3. Quantify the Pain  

Highlight the tangible impact of their problems. Show how inefficiencies or missed opportunities cost them time, money, or resources.  

4. Validate Your Findings  

Confirm your understanding with the customer to ensure alignment. Reiterate what you’ve learned to show you’re listening and on the same page.  

Understanding your customer’s problems is the cornerstone of effective sales. It’s not about selling—it’s about solving. By doing your research, asking the right questions, and quantifying the impact of their challenges, you position yourself as a partner who provides real value. The more you understand, the better you can serve—and that’s where sales success truly begins.