Problem
Sales conversations often focus on products instead of customer challenges.
Action
Start every opportunity by identifying business problems that need to be fixed.
Outcome
You create more relevant and effective sales conversations.
Chapter: Know the Game - Welcome to the Game
Problem
False assumptions lead to poor sales decisions.
Action
Base your sales approach on proven customer buying behavior.
Outcome
You spend time on activities that improve results.
Chapter: Know the Game - The Nine Truthbombs of Selling
Problem
Weak discovery creates weak solutions.
Action
Gather detailed information about the customer’s existing situation and performance.
Outcome
You understand the real problems that exist today.
Chapter: Know the Game - The Current State - Where Customers Are
Problem
Customers often describe goals too broadly.
Action
Identify the exact results the customer wants to achieve.
Outcome
You create a clear target for change.
Chapter: Know the Game - The Future State - Where Customers Want to Go
Problem
Good relationships alone do not create buying decisions.
Action
Help customers understand their business challenges before trying to build rapport.
Outcome
Customers trust your expertise more than your personality.
Chapter: Know the Game - Relationships Don’t Matter (Kinda)
Problem
Customers may not recognize the full impact of their problems.
Action
Measure the difference between current results and desired results.
Outcome
The need for change becomes more urgent.
Chapter: Know the Game - The Gap Defined
Problem
Customers resist guidance they did not ask for.
Action
Use questions that encourage customers to invite your help.
Outcome
Customers become more open to sharing information and considering solutions.
Chapter: How to Play - Get Them To Let You Help
Problem
Surface-level information hides important business issues.
Action
Keep asking questions until you understand the underlying causes of the customer’s problems.
Outcome
You uncover opportunities with greater value and urgency.
Chapter: How to Play - Discovery: Know Your Clients Better Than They Know Themselves
Problem
Some problems are too small to motivate action.
Action
Determine whether the gap has sufficient impact to warrant investment and change.
Outcome
You focus on opportunities that are more likely to close.
Chapter: How to Play - Is the Gap Worth It?
Problem
Customers delay action when motivation is unclear.
Action
Identify the business or personal reason behind the desired outcome.
Outcome
You strengthen the customer’s commitment to solving the problem.
Chapter: How to Play - Know Your Customers’ Why
Problem
Feature-focused demonstrations fail to create value.
Action
Show how the solution helps the customer reach the future state.
Outcome
Customers understand the practical impact of the solution.
Chapter: How to Play - How to Do a Kickass Demo
Problem
Deals stall when next steps are undefined.
Action
Secure a specific, agreed-upon action before ending each interaction.
Outcome
Opportunities move through the pipeline more consistently.
Chapter: How to Play - Move Your Deals Through the Pipeline
Problem
Most deal issues begin with missing information.
Action
Review discovery conversations to identify what was overlooked or misunderstood.
Outcome
You find and fix the causes of stalled deals.
Chapter: How to Play - Troubleshooting
Problem
Prospects avoid large requests from unfamiliar sellers.
Action
Request a simple next step that requires minimal effort.
Outcome
More prospects agree to engage.
Chapter: Gap Prospecting - Prospecting: Getting the First “Yes!”
Problem
Generic prospecting messages feel irrelevant.
Action
Learn about the prospect’s business and likely challenges before making contact.
Outcome
Your outreach becomes more relevant and credible.
Chapter: Gap Prospecting - Smart Prospecting Prep
Problem
Prospects ignore messages that do not matter to them.
Action
Lead outreach with a business issue that may be affecting their results.
Outcome
You increase engagement and response rates.
Chapter: Gap Prospecting - How to Capture Attention
Problem
Many opportunities are lost because follow-up stops too early.
Action
Use a planned sequence of outreach attempts across time and channels.
Outcome
You create more chances to start conversations.
Chapter: Gap Prospecting - Set the Right Cadence
Problem
Pipelines become unreliable when deals are based on opinions.
Action
Evaluate opportunities using verified customer problems and gaps.
Outcome
Pipeline quality and forecasting accuracy improve.
Chapter: Building a Gap Selling Team - Manage the Pipeline
Problem
Teams struggle when promises are not enforced.
Action
Require people to follow through on their commitments.
Outcome
Execution becomes more consistent and dependable.
Chapter: Building a Gap Selling Team - Build a Commit Culture
Problem
Some salespeople talk more than they learn.
Action
Select candidates who naturally ask questions and seek understanding.
Outcome
The team uncovers stronger opportunities and solves problems more effectively.
Chapter: Building a Gap Selling Team - Hire the Right People
Problem
Internal priorities can distract teams from customer needs.
Action
Make customer success the basis for coaching, decisions, and actions.
Outcome
The organization stays focused on creating value for customers.
Chapter: Building a Gap Selling Team - It’s Not About You