# Gap Selling: Why Price Depends on the Problem You Solve with Keenan

Page: https://stenobird.com/podcast/impact-pricing-802445/gap-selling-why-price-depends-on-the-problem-you-solve-with-keenan
Text version: https://stenobird.com/podcast/impact-pricing-802445/gap-selling-why-price-depends-on-the-problem-you-solve-with-keenan.md
Podcast: [Impact Pricing](https://stenobird.com/podcast/impact-pricing-802445)
Published: 2026-04-13T10:00:00+00:00
Episode link: https://impactpricing.libsyn.com/gap-selling-why-price-depends-on-the-problem-you-solve-with-keenan
Audio file: https://traffic.libsyn.com/secure/impactpricing/IP_Interview_with_Keenan.mp3?dest-id=997127
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JSON: https://stenobird.com/v1/public/podcasts/impact-pricing-802445/episodes/gap-selling-why-price-depends-on-the-problem-you-solve-with-keenan
Duration seconds: 1778

## Resource

Keenan is the founder and CEO of A Sales Growth Company, 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 the cost of not solving it. If you've ever wondered why deals stall, why buyers default to "no decision," or why price suddenly becomes the issue—this conversation will challenge how you think about selling, pricing, and what actually drives someone to act. Why You Have to Check Out Today's Podcast: Understand why buyers don't change unless the problem feels urgent enough and how to surface the real cost of inaction. Learn how gap selling uncovers the true drivers behind buying decisions by connecting root causes, problems, and impact. Discover why pricing power comes from problem size not product features and how that changes the way you sell and price. "Value is delivered by the size of the problem—and the cost of not solving it." — Keenan Topics Covered: 01:07 – What Gap Selling Really Means. How shifting from product pitching to problem diagnosis changes win rates, deal size, and sales outcomes 05:05 – Why Everything Starts with a Problem. The hidden truth: every buying decision is driven by a problem—whether the buyer realizes it or not 09:47 – The Different Levels of Problems in Sales. How surface-level needs hide deeper drivers—and why most salespeople stop too early 10:37 – Root Cause vs. Problem vs. Impact. A powerful framework to uncover what's really driving the…

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