In Gap Selling, sales expert Jim Keenan introduces a problem-centric approach to sales, focusing on identifying and addressing the ‘gap’ between a customer’s current state and their desired future state. Keenan emphasizes understanding the customer's pain points, goals, and challenges to deliver tailored solutions that create real value. This episode explores Keenan’s insights on becoming a trusted advisor, closing sales more effectively, and building stronger client relationships by focusing on solving problems, not just pushing products.