Based in Chicago, Zariq Siddiqui oversees the sales and marketing of nutritional products as a member of the Abbott Laboratories, Inc. team. With a strong interest in sales strategy, Zariq Siddiqui enjoys reading books on the subject, including Gap Selling: Getting the Customer to Yes.
With a problem-centric approach, Keenan formulated gap selling on two fundamentals. First, people don’t usually change habits or buy products until their present situation is no longer tenable. The second is that the salesperson can influence such change so long as they fully understand the purchaser’s current and future states before introducing the product.
Rather than being a “glorified order taker” who relies on fickle buyers, the gap seller positions himself as a value creator who connects closely with the buyer. By helping the customer understand their current state, he also defines the obstacles preventing the person from achieving a sought-after future state.
Understanding this gap is where the sales focus lies, rather than endlessly pushing a product. Not only does this get to root causes and benefits applicable to the customer’s life, but it respects the buyer and does not leave the taste of one having been sold something one does not need.