(1 minute read)

So often referred to, yet not always understood or implemented, the ubiquitous GAP Analysis is an effective tool for emerging and experienced sales professionals to make the changes required for them to achieve their desired results.

Here, we have provided a process for individuals, teams and organisations to conduct the required GAP Analysis, and to take the necessary steps toward the desired improvement.

Questions to Address

  1. Where are you now? Often referred to as a Status Report, this step is reliant upon data and sales results. This information needs to remain objective, recording actual sales figures. (This data may include; daily/weekly/monthly sales figures, revenue generated and/or quality measures)
  • Where do you want/need to be? This relies upon the desired goal, target or outcome. (This step requires you to use the same data/figures of reference as in the previous question)
  • What is the Gap? This is the difference between #1 and #2. You need this to identify the size or scale of the Gap. (This can be expressed in units, or as %)
  • How can we bridge the Gap? Now, we move away from the observations and reporting to his explore and identify potential strategies & actions which, when implemented, can move you (the team/company) toward the desired state.
  • What support will you need? More than anything, this essential step acts as a reminder to not go it alone. (If you could get these results without assistance, wouldn’t you already be there?) Make a list of people and other sources of inspiration, education and motivation which can nudge you steadily toward the desired goal.

Whether using this as an individual, sales coach or manager, the GAP Analysis is an excellent and proven tool for achieving goals and in the ongoing quest for continual improvement.

“One day, Alice came to a fork in the road and saw a Cheshire cat in a tree. ‘Which road do I take?’ she asked. ‘Where do you want to go?’ was his response. ‘I don’t know,’ Alice answered. ‘Then,’ said the cat, ‘it doesn’t matter.” (Lewis Carroll – Alice in Wonderland)


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