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In a world where customers have endless access to product information and can easily see through traditional sales tactics, the old playbook of promoting features, building rapport, and pressing for closes simply doesn’t work anymore.
This is the central challenge Keenan addresses in his groundbreaking book “Gap Selling: Getting the Customer to Yes.”
The traditional approach to sales has been hurting salespeople for decades, leading to long sales cycles, price objections, no decisions, leads going dark, and last-minute feature requests. But what if there was a better way?
