Most prospecting fails before the first conversation ever happens.
Not because sellers lack effort, tools, or activity--but because buyers don't see a reason to change. They're comfortable enough. Busy enough. Unconvinced enough to ignore you.
Gap Prospecting explains why.
In this book, Keenan and Will challenge the modern obsession with outreach volume, personalization tricks, and "clever" messaging. They show that prospecting breaks down when sellers try to lead with solutions before buyers understand their problem--and the cost of leaving it unsolved.
You'll learn how to identify the problems prospects don't fully recognize, quantify the impact of staying the same, and earn the right to a conversation by making inaction uncomfortable.
This isn't a book of scripts, templates, or hacks. It's a way to change how prospects think before they ever agree to talk.
Gap Prospecting is the prequel to Gap Selling. It reveals how deals are won or lost long before discovery, demos, or proposals--at the moment a buyer decides whether their current situation is "good enough."
If you want more replies, better conversations, and real pipeline, stop trying to get attention.
Start creating relevance.
EDITORIAL REVIEWS:
"If your team is finding it harder than ever to earn attention in a world where buyers trust less and tune out more, this is the book to read. Gap Prospecting gives leaders a smart, evidence-based playbook to modernize outbound and turn that very first outreach into a remarkable buyer experience." -- Tiffani Bova, 2x WSJ best seller
"Gap Prospecting reframes outbound from "get attention at all costs" to "earn engagement by being genuinely useful". Keenan and Will clearly explain why modern prospecting fails, grounding their advice in buyer psychology, real-world data, and sharp, memorable stories. It's practical without being gimmicky. You'll learn repeatable frameworks to diagnose problems, reduce buyer resistance, and build pipeline with confidence instead of desperation." -- Jen Allen-Knuth, Founder of DemandJen
"If you believe like I do that the most effective selling professionals serve instead of push, you're going to love this book. Gap Prospecting combines psychology, problem-centric thinking, and modern outreach into a human approach that earns trust rather than resistance. Salespeople succeed when buyers can predict value versus when they're forced into seeing it, and this book will fundamentally change how you prospect with that in mind." -- Todd Capponi, Author of The Transparency Sale, The Transparent Sales Leader, and Four Levers Negotiating
"In Gap Prospecting Keenan, along with Will Aitken, trains his immensely practical and effective Gap Selling approach on the single hardest challenge of selling today: the top of the funnel. Step-by-step, Keenan and Will provide a master class on capturing prospects' attention and converting it into real demand. Any seller tasked with driving growth will find Gap Prospecting invaluable." -- Brent Adamson, Co-Founder of A To B Insight
