---
title: "The Knowledge Gap"
url: "https://books.joshbraun.com/4/forsale/99/the-knowledge-gap"
---

**THE KNOWLEDGE GAP**

Here's what an amateur salesperson sounds like:

Prospect: “I like the sofa but I can get it cheaper elsewhere.” <br>
Seller: “What’s your budget? I might be able to offer you a discount because it's the end of the quarter.”

Here's what a pro salesperson sounds like:

Prospect: “I like the sofa but I can get it cheaper elsewhere.” <br>
“Can I ask you question?”<br>
“Sure.”<br>
“One way companies cut costs is cushion density. Densities range from 1.5 which last 2-3 years before they sag to 2.5 with coils that last 10-15 years. What’s the density of the cushions in the other sofa?”<br>

Prospect: “Hmm I'm not sure.” <br>

(Detach)
Seller: “Does it make sense to hit the pause button so you can find out?”

Prospect: “Yes, let’s do that.”

Do you notice the difference?

Price is the last refuge when there's no meaningful difference.

The pro seller is shining a light on a gap in the prospect's knowledge. <br>
I call this a knowledge gap. 

Knowing how to illuminate a knowledge gap is a sales superpower.