Author · Innovator · Founder
Keenan — Creator of Gap Selling and Problem-Centric Selling
Keenan is a sales author, thinker, and the founder of A Sales Growth Company (ASG), a global sales training and consulting firm. He is the creator of Gap Selling — a problem-centric sales methodology introduced in his 2018 book Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price — and the architect of Problem-Centric Selling, the Problem-Centric Operating System (PCOS™), and Buyer Input Data (BID). His work has been featured in Forbes, Harvard Business Review, MIT Sloan Management Review, Inc., and Fast Company.
What Keenan Created
Keenan's frameworks start from a single premise: buyers only change when they have a business problem worth solving. Everything he has built — the sales method, the prospecting approach, the operating system — is designed to help revenue teams find that problem before they lead with a product.
Gap Selling®
A problem-centric sales methodology that teaches reps to diagnose the gap between a buyer's current state and desired future state — and sell to the problem, not the product.
Learn more →Gap Prospecting®
A diagnostic approach to prospecting that creates urgency by quantifying the buyer's problem before the first meeting. Co-developed with Will Aitken.
Learn more →Problem-Centric OS™ (PCOS)
The operating system that builds problem-centric behavior into how a sales organization trains reps, runs deals, and calls the forecast. It connects the Skills Layer (training), the Opportunity Layer (deal execution), and the Forecast Layer (pipeline accuracy) so that each reinforces the others rather than operating independently.
Learn more →Buyer Input Data (BID)
A qualification and CRM framework that replaces seller opinion with buyer-verified evidence — the documented problems, impacts, and data that determine whether a deal is real.
Learn more →The Modern CRO
ASG's framework for redefining the CRO role — from managing the number quarter by quarter to building the revenue system that produces it reliably. Introduced in the 2026 position paper by A Sales Growth Company.
Read the paper →AI Keenan
An AI sales coaching product developed in partnership with Replicate Labs, trained on Gap Selling, Gap Prospecting, and Gap Revenue Performance.
Learn more →The Books
Keenan's three books trace the development of Problem-Centric Selling from a sales methodology to a full revenue operating system.
Gap Selling
The foundational text of Gap Selling — a method that shifts the focus of the sale from the product to the buyer's problem, current state, and future state. An Amazon #1 bestseller in sales.
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Gap Prospecting
Applies the problem-centric diagnostic approach to prospecting — teaching sellers to create urgency and earn meetings by quantifying the buyer's problem before the first call.
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Gap Revenue Performance
Keenan's most recent work, introducing the Problem-Centric Operating System (PCOS™) and building a framework for turning sales performance from a training event into an operating discipline.
Get notified →Press & Recognition
From the Mountain to the Boardroom
At 8, I was labeled hyperactive and put on Ritalin. I flunked out of my freshman year of high school with all Fs and had to start over. At 16, I got kicked out of the house and lived on my own for the last part of my junior year and most of my senior year. During my senior year of high school, my guidance counselor told me I wasn't going to college and to get back to class because I was wasting her time. I graduated high school after 5 years with a 1.5 GPA at the bottom of my class.
To say I was a problem child wasn't a stretch. Yet oddly, for those paying attention, I wasn't. I just didn't like doing things the way everyone else did them. I was anything but a problem.
Despite the 1.5 GPA after 5 years of high school, I convinced the admissions office at a small junior college in Boston to admit me under probation. After two years of JR College, I decided I wanted to be a ski bum, so I loaded up my 1987 Jeep Wrangler and drove to Vail, Colorado where I skied 130 plus days. I also managed to have my Jeep repossessed. I lived in the village, walked everywhere, and skied every day. Who needed a Jeep anyway?
After just one season, I was getting bored and decided to move to Boulder. After two years in Boulder, it happened. It was the Christmas Holiday. The school was closed. Most of the other kids had gone home. I was delivering matzo ball soup at 8:00 at night in a cold and snowy Boulder. As I passed the University, it hit me. I was becoming what everyone expected of me: nothing. I had nothing going on in my life. I was 24 years old, driving a piece of shit Ford Escort, over the Christmas holiday, delivering matzo ball soup in the snow to make rent. I had enough.
The very next semester, I was enrolled as a Sophomore at the University of Colorado, Boulder. A year later, I won a full scholarship to circumnavigate the world in the Semester at Sea program. A year after that I graduated from the University of Colorado with a BA in Political Science.
After graduating, I moved to Denver and then to South Beach Miami to model. Only after a very short stint in Miami, a good friend called and said, "You need to come back to Denver. I have a job for you." That job was selling Chamber Memberships for the Denver Metro Chamber of Commerce for $50,000 a year. This is 1996. Someone is going to pay me a thousand dollars a week to work. I'm in.
And this is how my professional sales career started. After just one year at the Chamber, I broke countless sales records. I was then hired to sell IT consulting services, knowing absolutely nothing about IT or technology, and became one of their top performers — named a partner after just two years. From there, I became Vice President of Sales for a large CLEC, responsible for $300 million in revenue and 125 people nationwide. In four short years, I went from the streets of South Beach to running a $300 million line of business.
Because I was only 32, I couldn't compete on paper with peers who had 15–20 more years of experience. So in February of 2009, I started the A Sales Guy blog. I posted every day for 712 days straight. The audience grew from a few hundred to tens of thousands. I was being asked to speak at conferences and help organizations fix their sales teams. With that momentum, I told the corporate world to pound sand and started A Sales Growth Company. Structured, hierarchical systems never worked for me. I got out and never looked back.
Since then, this hyperactive, 5-year high school flunky, ski bum, male model, corporate dropout has helped sales organizations all around the world — from Fortune 500 to startups. I've written for Forbes, Harvard Business Review, and MIT Sloan. I've been highlighted in Inc. Magazine, Entrepreneur Magazine, and Fast Company. I've been named one of the top 50 Social Sellers in the World by Forbes and one of the foremost experts in sales in the world.
I've refused to let the world around me tell me who I'm supposed to be, how I'm supposed to do it, and when. I've been the captain of my own ship — and there is nothing I regret.
A Sales Growth Company
A Sales Growth Company (ASG) is the global sales training and consulting firm Keenan founded to put Problem-Centric Selling into practice at scale. ASG is the creator of the Problem-Centric Operating System (PCOS™) — the only sales performance system that connects training, deal execution, and forecast accuracy into a single operating discipline, so that each layer reinforces the others rather than running independently.
ASG works with revenue organizations to improve win rates, shorten sales cycles, increase average deal size, and build the forecast accuracy that makes revenue predictable. Clients include GE Healthcare, Intel, Verizon, Palo Alto Networks, Citrix, PitchBook, and Emburse.
Questions About Keenan
Who is Keenan?
Keenan is a sales author, thinker, and the founder of A Sales Growth Company. He is best known as the creator of Gap Selling — a problem-centric sales methodology introduced in his 2018 book of the same name. He is also the architect of Problem-Centric Selling, the Problem-Centric Operating System (PCOS™), and Buyer Input Data (BID). His work has been featured in Forbes, Harvard Business Review, MIT Sloan Management Review, Inc., and Fast Company.
What books has Keenan written?
Keenan has written three books: Gap Selling: Getting the Customer to Yes (2018), Gap Prospecting (co-authored with Will Aitken, 2026), and Gap Revenue Performance (coming 2026). Gap Selling was an Amazon #1 bestseller in sales.
What is Gap Selling?
Gap Selling is a problem-centric sales methodology created by Keenan and introduced in his 2018 book. It teaches salespeople to shift focus from their product to the buyer's problem — specifically the gap between the buyer's current state (what is broken, what it costs, what is causing it) and their desired future state. Gap Selling reframes selling as a change management discipline rather than a persuasion exercise.
How is Gap Selling different from MEDDIC, Challenger, or Sandler?
MEDDIC is a qualification checklist focused on deal hygiene and late-stage inspection. Challenger teaches reps to lead with insights and reframe the buyer's thinking. Sandler focuses on early qualification and pain discovery. Gap Selling goes deeper on diagnosis — it teaches reps to quantify the root cause of the buyer's problem, the business impact of that problem, and the cost of doing nothing. It is the only methodology that connects the diagnostic depth of the sale (the Gap Method™) to a full operating system for reinforcement and inspection (PCOS™).
What is Problem-Centric Selling?
Problem-Centric Selling is the philosophy behind all of Keenan's and ASG's work. It holds that buyers only purchase when they have a real business problem worth solving, and that the salesperson's job is to diagnose that problem — not pitch a product. Gap Selling, Gap Prospecting, PCOS, and BID are all built on this foundation.
What is the Problem-Centric Operating System (PCOS)?
The Problem-Centric Operating System (PCOS™) is the system ASG built to make problem-centric behavior part of how a sales organization trains reps, manages deals, and calls the forecast. It connects three layers — the Skills Layer (training), the Opportunity Layer (deal execution), and the Forecast Layer (pipeline accuracy) — through ODP Coaching, Deal Reviews, PIC-to-BID mapping, and the Buyer Confidence Model (five dimensions: Clarity, Control, Consensus, Commitment, and Competition). PCOS was introduced in Keenan's book Gap Revenue Performance.
Bring Gap Selling to Your Team
Gap Selling is used by revenue teams at companies including GE Healthcare, Intel, Verizon, Palo Alto Networks, Citrix, PitchBook, and Emburse. Talk to ASG about what problem-centric selling looks like for your organization.
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