Most sales training focuses on finding pain points.

Digging for what keeps prospects up at night.

But I take a different approach.

I help prospects build a gap between where they are and where they want to be.

Notice the key word there - "they".

They need to build it.

They need to see it.

They need to feel it.

When you only sell to pain, you're limiting yourself.

You're assuming every prospect is struggling.

That they need to be saved.

That something's wrong.

But what about the prospect who's crushing it?

What about the person who just wants more?

What about the seasoned buyer who's tired of the same old sales tricks?

Sticking to pain points is like being the caveman who won't give up his club while everyone else has evolved to bows and arrows.

You'll catch the easy ones.

That's it.

There are three specific types of gaps you'll encounter.

The Growth Gap (Where I am vs. where I could be)

This is your successful prospect.

They've got millions in the bank.

Built and sold companies.

Living well.

Try hitting them with pain points and watch them shut down instantly.

But what else could they achieve?

What's their next mountain?

Who could they become?

I had a prospect like this last week.

As we unpacked it, we discovered:

• They had no peers at their level
• Couldn't access bigger deals
• Wanted to be challenged again
• Needed to be the small fish in a bigger pond

That's what they bought - not pain relief, but growth potential.

The Trajectory Gap (Where I am vs. where I'll end up)

This is closer to traditional pain selling, but with a difference.

It's not about current pain.

It's about future consequences.

Like a business that's hit $3M but can't break through.

They're not hurting.

But they know staying on this path means:

• Losing key team members
• Hitting a permanent ceiling
• Watching competitors pass them by

That's the gap they need to see.

The Prevention Gap (Where I was vs. never going back)

This one's less common but still relevant.

It's for people who've already made massive changes.

They're not running toward something.

They're making sure they never go back.

Think about someone who:

• Lost 300 pounds
• Escaped bankruptcy
• Built themselves up from nothing

They'll do whatever it takes to keep moving forward.

Once they see their gap, all you have to do is use their exact words, mirror their language, and position your solution as their bridge.

They feel understood.

They see the path.

They make the connection themselves.

Watch for these patterns in your next calls.

You'll start seeing which gaps appear in different:

• Industries
• Offer types
• Prospect levels

Stop chasing pain.

Start building gaps.

That's when sales becomes natural.