The Problem-Centric Library
The Problem Comes First. In Every Book.
Three books built on the same Problem Identification Chart: find the buyer's actual problem before you sell it, prospect for it, or build the operating system around it.
See The Books ↓The Quick Answer
Which Book Do You Need?
| Book | Focus | Best For |
|---|---|---|
| Gap Selling | Diagnosing a buyer's problem and building it into a sale | Reps and teams working active deals, from discovery to close |
| Gap Prospecting | Earning attention and starting the conversation before a buyer knows they have a problem | SDRs, AEs, and outbound teams building pipeline |
| Gap Revenue Performance | Rebuilding sales enablement into an operating system for the whole revenue org | Sales leaders, CROs, heads of enablement and revenue operations |
The Library
Three Books. One Diagnostic.
By Keenan
Amazon #1 Bestseller · 150,000+ Copies Sold
Gap Selling
Gap Selling teaches reps to calculate the gap between a buyer's current state and future state, using a four-part discovery process that separates the customer's stated technical problem from the dollar-cost business problem underneath it. Reps who skip that math end up pitching a product to a need the buyer never actually diagnosed.
By Keenan & Will Aitken
Published
Gap Prospecting
Gap Prospecting extends the methodology to outbound: before a rep can diagnose a buyer's problem, a stranger who's never heard of them has to stop and read the message first. The book teaches two separate sales inside every touch: intrigue, which earns the pause, and interest, which earns the reply, both built on the same Problem Identification Chart from Gap Selling. As the authors put it, prospecting is a numbers game, but not a volume game.
By Keenan
Forthcoming
Gap Revenue Performance
Quota attainment fell from 63 percent in 2012 to 28 percent in 2024, while spending on CRM and enablement platforms grew more than five times over the same stretch. Gap Revenue Performance argues sales enablement has been optimizing for the wrong job, training reps instead of correcting the behavior that wins deals, and lays out the Problem Centric Operating System built to replace it.
FAQ
Frequently Asked Questions
What order should I read Keenan's Gap Selling books in?
Start with Gap Selling for the core methodology: diagnosing a buyer's problem and calculating the gap between their current and future state. Read Gap Prospecting next to apply that same diagnostic approach to outbound and pipeline generation. Gap Revenue Performance builds both into a system-level framework for running a revenue organization, making it the natural third read for sales leaders.
What's the difference between Gap Selling and Gap Prospecting?
Gap Selling teaches reps to diagnose a buyer's problem once a conversation has already started, using a four-part discovery process that separates the customer's stated technical problem from the business problem underneath it. Gap Prospecting, co-written with Will Aitken, addresses the stage before that: getting a stranger who has never heard of the rep to stop and respond, using a framework built around earning intrigue first and interest second.
Is Gap Revenue Performance available yet?
Not yet. Gap Revenue Performance is Keenan's forthcoming book, arguing that sales enablement has spent over a decade optimizing for the wrong outcome, and laying out the Problem Centric Operating System built to replace it. Sign up on the book's page to be notified when it ships.
Do I need to read Gap Selling before Gap Prospecting?
No. Gap Prospecting stands on its own and teaches the full outbound framework independently. It builds on the same Problem Identification Chart introduced in Gap Selling, so readers of both books will recognize the throughline, but Gap Prospecting doesn't require Gap Selling as a prerequisite.
What is the Problem Identification Chart?
The Problem Identification Chart, or PIC, is the diagnostic tool at the center of all three books. It maps a buyer's problem to its impact (the quantified business cost) and its root cause, before a rep pitches anything. Gap Selling introduces it for sales conversations, Gap Prospecting applies it to outbound targeting and messaging, and Gap Revenue Performance builds it into the Problem Centric Operating System.
Training & Consulting
Every Book Has Training Behind It.
Gap Selling, Gap Prospecting, and Gap Revenue Performance are also the foundation for ASG's live training programs and revenue consulting engagements, built on the same Problem Identification Chart used in each book.
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