Struggling to fill the pipeline? Closing fewer deals than last year? More opportunities stalling after demos?
Your team’s messaging is likely the problem.
Buyers don’t care about your latest feature. They don’t care what you did for someone else. They care about their goals—and what’s getting in the way.
This workshop teaches your team how to focus every conversation on what actually matters to buyers: their problems, the root causes, and the cost of doing nothing.
You’ll work directly with Keenan, author of Gap Selling, to build a complete Problem Identification Chart (PIC) for your business. You’ll map 3–5 major problems, identify what’s causing them, and quantify the business impact of each one.
The outcome?More high-quality calls. More qualified opportunities. Faster closes.And a repeatable framework for scaling revenue
Agenda
What the problem identification chart (PIC) is, what it solves, and how it improves discovery, messaging, urgency, and win rates.
The difference between technical problems, business problems, and pain and why selling to pain doesn’t work in 2025.
How the PIC aligns your team around the priorities buyers care most about: what’s broken, why it matters, and what it’s costing them.
How the PIC improves win rates, shortens sales cycles, increases deal size, and drives stronger pipeline creation.
Live PIC build with Keenan: Several attendees will build their chart on air, with real-time feedback, coaching, and validation.
How to embed the PIC across Sales, Marketing, Enablement, and Product to align your entire revenue team around buyer priorities.
Date & Time
Date: July 8th
Time: 12-1PM MT (2-3pm ET)
Speaker
Keenan | CEO of A Sales Growth Company | Author of Gap Selling
Keenan is A Sales Growth Company’s CEO/President and Chief Antagonist. He’s been selling something to someone for his entire life. He’s been teaching and coaching almost as long. With over 20 years of sales experience, which he’ll tell you he doesn’t give a shit about, Keenan has been influencing, learning from and shaping the world of sales for a long time. Finder of the elephant in the room, Keenan calls it as he sees it and lets nothing or no one go unnoticed.
Keenan’s passion for problem solving reaches well beyond the sales and business world. He is the celebrated author of Not Taught: What It Takes to be Successful in the 21st Century That Nobody’s Teaching You and Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price
be successful, you must learn the new rules for success. Gap Selling has been voted among the sales community as one of the best sales books of all time.
Father of 3 amazing girls, PSIA Certified Level 2 ski instructor (see, more coaching) and avid Boston sports fan, Keenan keeps crazy busy when he’s not focused on A Sales Growth Company.
Who Should Attend:
This session is for revenue leaders and operators responsible for driving pipeline growth, increasing close rates, and generating predictable revenue:
Sales Enablement Leaders
CROs, CEOs, and Founders
VPs and Directors of Sales
Sales and Revenue Operations
Anyone responsible for scaling outbound, improving discovery, or boosting revenue per rep
What You’ll Get
A complete, working version of your own Problem Identification Chart
Direct feedback from Keenan to sharpen your PIC and improve its real-world impact
A clear understanding of how to identify business problems, trace root causes, and quantify impact
Tactical insight into using the PIC throughout discovery, outbound messaging, demos, and cross-functional strategy
A repeatable framework your entire revenue team can use to improve win rates, pipeline quality, and contract values
