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Are you finding it difficult to close deals, even though the buyer knows they have a problem and that you can fix it?

The solution is to increase “the gap”.

Deals often stall because from the buyers perspective there isn’t enough distance between their current reality and their future reality.

For a buyer to go through the pain of purchasing, implementing and then using the solution that you provide, there must be a big enough reward for solving the issue that they are facing.

I might be willing to pay $50k for a car to get me from A to B as the gap between my current reality of not being able to get to work and the future reality of getting to work is a big important one.

However, the gap between being upsold on a nicer car to travel in more luxury will not be as big of a gap and so might be a harder sale to close.

If the gap between the buyers current reality and their future reality isn’t big enough for them to take action you’ll hear objections like:

“I don’t think this is a big issue for us.”

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