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Gap Selling Resources Articles

Symptoms and Catalysts: A B2B Prospecting Framework

Most B2B prospecting advice assumes the buyer already knows they have a problem, and the rep's only job is to find them before a competitor does. That assumption eliminates a huge share of a target market: the accounts where the problem exists but nobody inside the...
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The Offer-Ask Ratio: Sizing a Cold Outreach Request

A buyer deciding whether to respond to a cold email is running a cost-benefit calculation, whether or not they're aware of it: is what's being offered worth more than what's being asked for. Most cold outreach fails this test before the buyer ever gets to the offer,...
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The Five Mindsets of Power Sellers in Prospecting

Skill and knowledge explain why some reps prospect well. They don't explain why reps with nearly identical training and nearly identical scripts produce wildly different results over a full year of cold calling and cold email. The variable that explains the gap sits...
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The So-What System for Pain-Based Outreach Messaging

A product feature describes what a tool does. It rarely describes why a buyer who doesn't have it is in trouble. The gap between those two things is where most cold outreach falls flat, because a rep who leads with "automates your invoices" or "manages your social...
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