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 solution before buyers understand their problem - and the cost of leaving it unsolved.

You'll learn how to identify the problems prospect's 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 script, 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
"Gap Prospecting is legitimately one of my top 5 sales books of all time. It breaks down why your prospecting isn't working, the psychology of why buyers avoid us, how to sell intrigue BEFORE you sell interest, and how to use AI properly." -- Abram Langston, Director of Business Development - Arizona at In Time Tec

"This isn't a hype book. It's a manual for understanding why buyers shut down, how to get past their defenses, and how to build messaging that doesn't trip alarms... If you're in sales, enablement or leadership and outbound feels like a grind that never quite clicks, this book explains why and gives you a way out that isn't based on luck or volume." -- John Mason, CEO at John Mason Consultancy

"In my opinion, this new book is, by far, his best work yet... It is not for those seeking an easy solution; it is not a silver bullet and does not claim to be. Prospecting demands not just effort, but effective effort, and this book guides you in the right direction." -- Rodney Nottingham, Commercial Account Executive at Presto-X Pest Control

"It's one of the most practical and thoughtful explorations of prospecting that I've ever read... This book doesn't pretend this can be solved by better emails or more calls. Instead, it reframes prospecting as the starting point for rebuilding trust by slowing down, leading with problems rather than products." -- Steve Ward, Enterprise Account Manager - Aerospace & Defence at Snowflake

"In a noisy world where buyers are pissed and swamped with the amount of crap they receive in their inbox and phones--Gap Prospecting is a 'Must Read' for any sales professional... If you need help getting to know your buyer, the problems they face, how to target them--start here." -- Andres Ortega, Founding Account Executive at Cloudchipr

"If Gap Selling is the strategy for the finish line, Gap Prospecting is the manual for the starting line...It takes Keenan's problem-centric philosophy and moves it upstream, solving the hardest part of the equation: earning the right to start the conversation in the first place." -- John Thompson, Head of Partnerships at Imersian

"If you are new to sales, this book is pure gold. It provides a strong foundation, clear structure, and practical guidance that will immediately improve how you approach outreach... Like Gap Selling, this is a book you will highlight, fold pages, and come back to." -- Doyle Baker, Strategic Account Executive-Proactive AI Agents at NICE

"Implemented correctly with the team, Gap Prospecting is a weapon." -- Sergey Patkovskiy, Strategic Business Development at EMO Trans

"So many prospecting books still talk like it's 2014. This one is firmly planted in the world we actually sell in today... It's rare to find a book that fires you up and gives you the playbook." -- Mark Mangal, Director, North American Sales at Eptura

"One of the most practical and thoughtful explorations of prospecting that I've ever read." -- Jeff Hansen, VP Sales & Consumer Advocate at RateCraft

"Gap Prospecting gives you the tools, processes and mindset to grow, change and be successful." -- Leonard Matlock, BDR Manager at EnergyCAP

"Fans of Gap Selling and breaking the mold of prospecting stereotypes, you will not be disappointed." -- Evan Roth, Federal Account Director at UiPath

"Gap Prospecting is one of the select few I'll be adding to my sales enablement collection... because it is brutally honest about what's broken with prospecting, and it's unusually disciplined about how to fix it." -- Anthony Doyle, Director of Sales Enablement at Turnitin