Impact Pricing: Gap Selling: Why Price Depends on the Problem You Solve with Keenan (opens in new tab)

Keenan is the founder and CEO of A Sales Guy, where he helps organizations move beyond product-driven selling and into problem-centric sales strategies. He’s also the author of Gap Selling, a framework built around one powerful idea: understanding the gap between where a buyer is today and where they need to be. In this episode, Keenan and Mark Stiving unpack a truth most teams say they believe—but rarely execute: buyers don’t pay for products, they pay based on the size of the problem and th...