Gap Selling Training Programs: The only sales system built for how buyers make decisions today.

Developed by Keenan, bestselling author and leading sales expert featured in Forbes, Inc., Fast Company, and Entrepreneur.

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Why Gap Selling Exists

Win rates have fallen across nearly every industry. Deal cycles stretch longer each quarter. Average deal sizes shrink as buyers demand deeper justification for every purchase.

Sales activity keeps climbing because technology makes it easy. CRM automation, AI, and outreach tools help reps manage more deals than ever.

Yet most sales conversations still follow the same pattern: sellers talk about features and benefits long before they understand what’s broken. Discovery becomes a checklist. Demos sound the same. Urgency disappears.

Gap Selling’s training programs are built to fix that. The training teaches sellers and leaders how to uncover business problems, connect them to measurable impact, and guide buyers through a decision process that creates action and accountability.

What Is Gap Selling

Gap Selling is the Problem Centric™ sales methodology developed by Keenan and based on the bestselling book Gap Selling. It’s a proprietary framework that helps sellers diagnose before they prescribe, turning sales conversations into problem-solving sessions that drive measurable business outcomes.

The method teaches sellers to define the buyer’s current state — what’s happening today — and their future state — what they’re trying to achieve. The difference between those two creates the gap, which becomes the foundation for value, urgency, and the entire sales strategy.

By using a Problem Centric™ approach, sellers learn to connect their solution to the business problems it was built to fix, helping buyers clearly see why change is needed and why it matters now.

What You’ll Learn

Gap Selling Training is a hands-on, three-part program that gives sellers the tools and structure to diagnose problems, build value, and close more deals with confidence. Each session combines live instruction, guided exercises, and real-world application led by Keenan and Celeste.

Module 1: Building the Foundation

Learn the core principles of Problem Centric™ selling and how to see sales through the buyer’s world.
You’ll cover:

Introduction to Gap Selling
Sales myths that block performance
Foundations of the Problem Centric™ approach
Becoming a change agent for your buyers
Defining current state and future state
Measuring the gap between the two
Problem identification and differentiation
Technical vs. business problems

Module 2: Creating Value

Turn discovery into a diagnostic process that builds urgency and alignment.
You’ll cover:

Running powerful discovery conversations
Leading the buying process with confidence
Understanding and communicating value
Presenting solutions through the buyer’s lens

Module 3: Executing the Sale

Apply the framework to real deals and strengthen performance across every stage of the cycle.
You’ll cover:

Advanced discovery techniques
Deal management and troubleshooting
Structuring opportunities using the Gap Selling framework
Building buyer confidence through empathy and problem-solving

Each module builds on the last, giving sellers a complete, repeatable system for diagnosing problems, creating urgency, and closing business with precision.

Gap Selling training is being used by teams across industries—from medical device companies managing complex clinical approvals to SaaS teams navigating multi-stakeholder buying and enterprise product decisions to cybersecurity teams quantifying business risk.

See how Gap Selling training for medical equipment companies applies the methodology to compliance-heavy purchasing.

Explore Gap Selling training for SaaS sales teams and how it handles technical stakeholder alignment and ROI justification.

Or discover Gap Selling training for cybersecurity sales teams and how it handles threat quantification and stakeholder alignment.

But regardless of your industry, the Problem Centric™ framework is the same.

Is Gap Selling Right for Your Team?

Every sales organization faces different challenges. Some struggle with discovery. Others with stalled deals, discounting, or inconsistent win rates.

Gap Selling Training helps teams identify where their sales process breaks down and gives sellers the tools to fix it through a Problem Centric™ approach built on evidence.

Let’s talk about where your deals stall, what your team is running into during discovery, and whether Gap Selling is the right system to improve performance.

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Why It Works

Gap Selling works because it matches how buyers make decisions. Buyers want sellers who understand their world, can diagnose what’s broken, and connect solutions to real business outcomes. The methodology builds those skills through a clear, repeatable structure that makes every sales conversation more valuable.

The framework centers on three elements that drive measurable improvement:

Problem Centric™ Discovery – Sellers identify what’s happening in the buyer’s current state, define the future state, and measure the difference. This helps buyers see the impact of staying the same and the value of change.
Root Cause Diagnosis – Each issue is examined to find what’s creating it and how it affects the business. That clarity builds urgency and gives leaders confidence in the path forward.
Evidence-Based Selling – Sellers use data, impact, and business logic to guide decisions. Buyers respond to credibility, accuracy, and relevance — the same factors proven in buyer research to influence purchase decisions.

Gap Selling replaces assumption-based selling with a problem-focused approach that earns buyer confidence and produces consistent results.

“It changes the landscape of the organization completely. If you want to be in hypergrowth, if you’re in growth phase right now — Gap Selling is where you need to be.”

Mark Cope, CRO – Corestream

Who It’s For

Gap Selling Training is built for revenue teams ready to raise performance standards across every stage of the sales process. It equips sellers with a repeatable system for diagnosing problems and gives leaders visibility into what drives results.

Designed for:

CROs and VPs of Sales – Strengthen win rates, deal quality, and forecast accuracy with a unified sales methodology.
Sales Leaders and Managers – Improve team performance through structured coaching and deal inspection rooted in problem discovery.
Enablement Teams – Reinforce consistent discovery, qualification, and value articulation through certification and ongoing development.
Account Executives and Sellers – Master the skills that drive elite performance: higher win rates, larger deal sizes, and consistent Presidents Club results.

Gap Selling gives every role a framework to improve execution and align sales conversations to measurable business outcomes.

Your Trainers

Gap Selling Training is led by Keenan and Celeste, two of the most recognized voices in modern sales and certified experts in the Problem Centric™ approach to revenue growth.

Keenan is the bestselling author of Gap Selling and creator of the Problem Centric™ Operating System. His insights on sales leadership and buyer psychology have been featured in Forbes, Inc., Fast Company, and Entrepreneur. Known for his direct, data-driven teaching style, Keenan has helped thousands of sales teams rethink how they sell — moving from product pitches to meaningful, problem-focused conversations that drive measurable results.

Celeste is a Certified Gap Selling Training Partner with A Sales Growth Company and an award-winning sales leader with more than two decades of experience in corporate and enterprise sales. She’s led $100M+ portfolios, built and scaled high-performing teams, and earned recognition as Director of Sales of the Year, two-time Manager of the Year, and one of the Triad Business Journal’s 40 Under 40.

Celeste is known for her energy, candor, and practical coaching style. She combines humor, real-world experience, and a deep belief in the Problem Centric™ methodology to help sellers break bad habits, ask better questions, and win more deals.

Each Gap Selling Training is delivered by one of these experienced instructors, bringing their own expertise, stories, and style to help your team master Problem Centric™ selling.

Results and Outcomes

Teams that implement Gap Selling consistently see measurable improvement across their entire sales motion. Sellers gain confidence in discovery, leaders gain visibility into deal health, and organizations see stronger performance across key revenue metrics.

Common outcomes include:

Higher win rates across all segments
Larger average deal sizes through stronger value alignment
Shorter sales cycles driven by problem-focused discovery
Improved forecast accuracy through evidence-based deal management
Increased quota attainment and commission earnings for sellers

Gap Selling creates lasting impact by transforming how teams think, sell, and communicate — building a culture of precision, accountability, and measurable success.

Struggling to turn deals into decisions?

Gap Selling Training helps teams uncover what’s blocking buyer action. Sellers learn how to diagnose problems, quantify impact, and create urgency through relevance and business value.

If your team is stuck in endless demos or stalled proposals, it’s time to change how you sell.

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