Keenan, the founder of A Sales Guy Inc. and author of "Gap Selling," joins the Simple But Hard podcast to discuss the importance of identifying and diagnosing customer pain points in sales. He shares his approach to change management and how it differs from traditional sales techniques, as well as the concept of the Problem Identification Chart (PIC) and how it can help salespeople uncover and address the root causes of low win rates. Keenan emphasizes the importance of understanding the buyer's world and creating empathy in the sales process. He also offers practical tips for prospecting and content creation using the problems identified through the PIC. Listen in for 15 minutes of uncut sales wisdom with Keenan.

To learn more about Keenan, a simple google search will do!