Use Gap Selling to show employers that you have the solution to take them where they want to be.

When you think about job interviews, what comes to mind? For many, it’s a nerve-wracking performance of listing accomplishments, answering canned questions, and hoping your résumé stands out. But what if you approached the process differently?

What if, instead of “selling yourself,” you treated the interview like a consultative sales meeting? Enter Gap Selling, a methodology that flips traditional selling (and job searching) on its head by focusing on solving problems rather than pitching features.

Let’s explore how Gap Selling, a revolutionary concept developed by Keenan, CEO of A Sales Growth Company, can reshape not only how companies sell but also how you finally land your next role.

What is “Gap Selling?”

At its core, Gap Selling is about uncovering the gap between a customer’s current state and their desired future state. Instead of leading with features or benefits, a salesperson identifies the customer’s problems, challenges, or pain points and positions their product as the solution that bridges the gap.

The methodology, outlined in Keenan’s incredible book Gap Selling: Getting the Customer to Yes, centers on a consultative approach. The salesperson’s role is to diagnose the problem, understand the consequences of that problem, and help the customer envision a solution. The sale happens because the solution feels indispensable, not because the product has a shiny new feature.

Applying Gap Selling to job interviewing

Now, take that same concept and apply it to job interviewing. The fact is, if you’re a job seeker, you’re essentially the “product.” The employer, much like the customer in sales, has a problem they need to solve. Maybe it’s stagnant revenue growth, a lack of leadership in a department, or the need to expand into a new market. When you approach an interview through the Gap Selling lens, your focus shifts from “What can I say to impress them?” to “How can I solve their problem?”

Here’s how it works:

Diagnose the problem

Before you even step into the interview, research the company like a detective. Read their press releases, study their LinkedIn posts, analyze their competitors, and dig into any public earnings reports or case studies. What challenges are they facing? What goals are they struggling to achieve?

 For example:

• Are they trying to expand into a new market but lack local expertise?
• Do they need to revamp their technology stack to stay competitive?
• Are they launching a new product but struggling with go-to-market strategies?

The better you understand their challenges, the more effectively you can frame yourself as the solution.

Ask consultative questions

Gap Selling emphasizes the power of consultative interviews—digging deeper into the customer’s (or employer’s) pain points by asking thoughtful questions. During an interview, instead of simply answering their questions, flip the script. Ask about their priorities and pain points. 

For example:

• “What challenges has the team encountered while trying to achieve its current goals?”
• “Are there specific obstacles slowing down progress in this department?”
• “What’s the biggest hurdle preventing the company from hitting its key objectives this year?”

These questions demonstrate that you’re looking to understand their needs and figure out how you can make a meaningful impact.

Bridge the gap

Once you’ve identified the employer’s pain points, position yourself as the bridge between where they are now and where they want to be. 

Let’s say the company is struggling to enter a new market. You could highlight your experience leading market-entry initiatives or building relationships in that specific region. Be explicit about how your skills, experience, or network directly address their challenges. 

For instance:

• Current state: The company lacks local expertise in a new market.
• Desired state: Successful market entry and revenue growth within six months.
• The bridge (You!): “I’ve spent the last five years building relationships in this region, and I’ve successfully launched two products here. I can hit the ground running to help you build the partnerships and traction needed to succeed.”

The mindset shift: From candidate to consultant

One of the biggest takeaways from Gap Selling is the idea that people don’t buy products, they buy solutions. Similarly, employers don’t hire résumés, they hire results. When you treat every interview or networking conversation as a consultative sales meeting, you shift from being just another candidate to being a strategic problem-solver.

Here’s how this mindset shift plays out in real life:

• Traditional candidate Mindset: “I’m a detail-oriented marketer with five years of experience in digital campaigns.”
• Gap Selling mindset: “I see that your company is trying to increase online engagement by 20%. In my last role, I led a digital campaign that exceeded its engagement goals by 35%. I’d love to bring that expertise to your team.”

The difference? One is a generic feature pitch, and the other speaks directly to the employer’s goals and how you can achieve them.

Focus on the employer’s problem–and the impact it’s having

Understanding problem impact in interviews

Gap Selling isn’t just about spotting the problem, it’s about digging into why that problem matters. Employers don’t hire someone because of a flashy résumé; they hire because they see someone who can tackle their challenges head-on and deliver real, measurable results. (In other words, a solution.)

To demonstrate your value effectively, you need to address three key elements:

1. The problem: What specific challenge is the employer facing?
2. The impact: How is that problem affecting their goals, operations, or bottom line?
3. The solution: How can your experience and expertise bridge the gap and eliminate the impact of the problem?

Traditional vs. Gap Selling mindset: Real-life examples

To fully embody the Gap Selling approach, shift your language from generic descriptions to targeted, problem-solving statements. Here’s how this mindset transformation looks in practice:

Traditional candidate mindset:

“I’m a detail-oriented marketer with five years of experience in digital campaigns.”

Gap Selling mindset:

“I see your company is aiming to increase online engagement by 20%. In my last role, I designed and led a digital campaign that boosted engagement by 35% within six months. I’d love to apply those strategies to help your team achieve –and even exceed –your goals.”

Steps to address problem impact in your interview

Research (yes, research!) and anticipate the employer’s pain points
Before your interview, dig deep into the company’s story. Check out their product reviews, revenue trends, competitor moves, and any big goals they’ve announced in the media or online. These clues can help you uncover where they’re struggling, so you’re ready to talk about how you can help fix those pain points.

For example:

• If the job listing mentions “rapid market expansion,” it’s a good bet they’re grappling with the challenges of scaling operations—like managing resources, meeting demand, or breaking into new territories smoothly.
• If they’re hiring for a leadership role, it could be a sign they’re dealing with issues like disjointed teams or underperforming departments that need someone to step in and bring direction, focus, and results.

Ask questions that uncover the problem and its impact
In the interview, use consultative questions to dig deeper into the employer’s challenges. 

For example:

• “What’s the biggest challenge this team is facing right now?”
• “How does this role fit into the company’s strategic goals for the next year?”
• “What would success look like for this role after three months?”

These questions give you a clearer picture of their current problems and the impact those problems are having on their business.

Quantify the problem’s consequences
After pinpointing the problem, make it clear why it matters. Show you get the bigger picture by explaining how this issue is holding them back. Use specific examples to connect the dots between the problem and its ripple effects on their business goals.

For example:

• Problem: They’re struggling to launch a new product.
• Impact: Every delayed product launch means money left on the table, opportunities slipping through their fingers, and customers starting to lose faith in the brand.

Position yourself as the solution
Once you’ve nailed down the problem and shown why it matters, it’s time to step up as the solution. Share real, results-driven examples from your past that prove you have what it takes to tackle their challenges head-on. Show them how your experience lines up perfectly with what they need right now.

For instance:

• “I understand that missing product launch deadlines can hurt market share. In my previous role, I streamlined our product development process, reducing launch delays by 25%. I’d love to bring that expertise to your team.”

Connect to their desired state (Outcomes)
Connect your solution directly to what they want to achieve. This is where you create a powerful story that shows how you take them from where they’re struggling now to the success they’re aiming for, with you as the missing piece that makes it all happen. 

For example:

• “Your goal of increasing online engagement aligns perfectly with my expertise. In my last role, I implemented strategies that not only boosted engagement by 35% but also led to a 20% increase in lead conversions. I can help your team achieve similar results.”

Why focusing on problem impact matters

By addressing the problem impact, you’re doing more than answering interview questions. You’re demonstrating that you understand the employer’s business on a deeper level. You become the strategic problem-solver they need rather than just another candidate with a laundry list of skills.

Employers want to hire someone who can:

• Solve challenges that are costing them time or money.
• Create opportunities that drive measurable results.
• Deliver outcomes that align with their organizational goals.

When you speak directly to the problem and its impact, you show that you’re not just a good hire, you’re a necessary one.

Why Gap Selling works for job seekers

Gap Selling isn’t just a clever technique; it’s a fundamentally better way to approach interviews because it’s rooted in empathy and problem-solving

It shifts the focus from you to them

Most candidates spend interviews trying to impress hiring managers with their credentials. But employers care less about what you’ve done in the past and more about what you can do for them. By focusing on their needs, you immediately stand out.

It builds credibility

When you diagnose problems and propose tailored solutions, you demonstrate a deep understanding of the company and the role. This builds trust and positions you as someone who can deliver real value.

It makes you memorable

Many candidates come prepared with rehearsed answers. Few come prepared with insights about the company’s challenges and how they can solve them. That level of preparation leaves a lasting impression.

Making Gap Selling a habit in your career

Even after you’ve landed the job, the principles of Gap Selling can help you excel. Treat every project, presentation, or proposal like a consultative process:

1. Understand the Current State: What’s the problem? What impact is it having?
2. Define the Desired State: What outcome does your team or company want to achieve?
3. Propose a Solution: How can your skills, experience, or ideas bridge the gap?

This approach ensures you’re always focused on solving meaningful problems and delivering tangible value.

Final Thoughts: Be the Solution

The job market is competitive, but Gap Selling gives you a powerful edge. By approaching interviews as consultative conversations, you can shift the focus from your résumé to your results. Employers don’t just want someone to fill a role. Their business doesn’t exist to hire you or other people who need a job! They’re not in the business of training people who need a chance. Harsh, but true.

Employers want someone who will help them succeed. When you understand their challenges, identify the gaps, and position yourself as the bridge, you become more than a candidate. You become a valuable solution.

So, the next time you’re preparing for an interview, skip the rehearsed elevator pitch. Instead, think like a consultant. What does the employer truly need? And how can you be the solution that gets them from point A to point B?

The answer to those questions could be the key to your next great opportunity.

Would you like to learn how to use Gap Selling in your next interview? We can help! Schedule a FREE consultation with us today!