Sales Prospecting Masterclass: Keenan & Will Aiken on Gap Selling

In this episode, we sit down with Keenan and Will Aiken, the duo behind Gap Prospecting, to break down why most outbound sales efforts fail and what actually works when trying to get a buyer's attention.

We discuss why prospects ignore us, how sellers have conditioned buyers to block them out, and the psychology behind breaking through the noise. Keenan and Will explain the Problem Identification Chart, why most reps don't understand the problems they solve, and how to ask questions that force buyers to reflect instead of reject.

We dive into the two sales you need to make on every call, why attention alone isn't enough, and how to avoid the trap of solution oriented conversations. They share real examples of cold call openers that work, how to handle objections like "we're already doing that," and why familiarity is one of the most underused tools in prospecting.

If you're struggling to book meetings, tired of low response rates, or want to understand how to prospect in a way that actually creates trust, this episode will change how you approach outbound forever.

More from Keenan and Will:
Gap Prospecting Book: Available on Amazon (US, Canada, UK) or direct at https://salesgrowth.com/gap-prospecting/
Keenan: https://www.linkedin.com/in/jimkeenan/
Will Aiken: https://www.linkedin.com/in/justwillaitken/

Hear more from the Hosts:
Jack - https://www.linkedin.com/in/jack-frimston-5010177b/?originalSubdomain=uk
Zac - https://www.linkedin.com/in/zac-thompson-33a9a39b/

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