How to Run a Successful Sales Call as a Freelancer Using Gap Selling

Running a sales call as a freelancer can feel like stepping into uncharted territory. You’re not just selling your services—you’re selling yourself. And if you’re new to the game, it’s easy to fumble the conversation, lose control, or worse, lose the deal.

But here’s the thing: you don’t have to wing it.

There’s a method that can turn those nerve-wracking calls into opportunities where you’re in the driver’s seat, guiding the conversation with confidence and clarity. It’s called Gap Selling, a strategy I picked up from Keenan’s book, and it’s been a game-changer for me. I’ve used it to close deals that seemed out of reach, build stronger client relationships, and avoid the common pitfalls that trap most first-time freelancers.

In this post, I’m going to show you how to use Gap Selling to run a successful sales call. It’s not magic, but it works wonders when you know how to use it.

Let’s dive in.

‍

What is Gap Selling?

If you’ve ever felt lost during a sales call, wondering how to steer the conversation in your favor, you’re not alone. The good news? There’s a method that can help you navigate these tricky waters with confidence. It’s called Gap Selling.

Gap Selling, coined by Keenan in his book, is all about understanding the gap between where your client is today and where they want to be. That gap is the key to closing deals. As a freelancer, your job isn’t just to sell your service—it’s to uncover this gap, highlight its impact, and position your solution as the bridge that will get them to their desired future state.

But here’s the kicker: most freelancers skip this step. They jump straight to pitching their services without fully understanding what the client really needs. That’s like trying to prescribe a cure before diagnosing the illness. It’s not just ineffective—it’s a recipe for losing the client’s trust and, ultimately, the sale.

Gap Selling flips the script. Instead of talking about you, your services, and what you can do, it’s all about the client. What problems are they facing right now? What goals are they trying to achieve? What’s stopping them from getting there? By focusing on these questions, you shift the conversation from selling to problem-solving. And that’s where the magic happens.

In this section, I’ll break down the core principles of Gap Selling and why it’s a game-changer for freelancers like you. Trust me—once you get the hang of this, you’ll never run a sales call the same way again.

‍

Preparing for the Sales Call

Before you even hop on a call with a potential client, the real work begins. Preparation is where you lay the groundwork for a successful sales call, and it’s where you can set yourself apart from other freelancers who might just wing it.

1. Understanding Your Client

You wouldn’t walk into a meeting blind, would you? The same goes for sales calls. Before you even think about pitching your services, you need to understand who you’re talking to. What’s their business all about? What challenges are they facing? What are their goals?

This doesn’t mean just skimming their website. Dive deep. Look at their social media, read any press releases, check out their blog, and try to get a sense of their industry. The more you know, the more you can tailor your conversation to address their specific needs.

2. Setting Clear Objectives

Once you’ve done your homework, it’s time to set some goals for the call. What do you want to achieve? Maybe it’s as simple as getting them to agree to a follow-up meeting, or maybe it’s closing the deal on the spot.

But here’s the trick: Your objective should always align with the client’s needs. Remember, Gap Selling is about solving problems, not pushing products. So think about how you can help them achieve their goals and position yourself as the right partner for the job.

3. Crafting Your Questions

This is where Gap Selling really comes into play. The questions you ask during the call will determine how well you understand the client’s current situation and what they’re trying to achieve. But don’t just ask generic questions like “What are you looking for?” Dig deeper.

Craft questions that uncover the client’s pain points, challenges, and obstacles. For example:

• “What’s your biggest challenge right now with [specific area related to your service]?”
• “Where do you see your business in the next six months, and what’s standing in the way?”
• “What have you tried in the past that hasn’t worked, and why do you think that is?”

These questions aren’t just about gathering information—they’re about identifying the gap. Once you understand that, you can position your service as the perfect solution to bridge it.

‍

Conducting the Sales Call

Now that you’re fully prepared, it’s time to dive into the actual sales call. This is where all your research, objectives, and questions come together to create a conversation that not only highlights your expertise but also positions you as the ideal solution to the client’s challenges.

1. Building Rapport

The first few minutes of any sales call are crucial. This is where you set the tone and begin building a relationship with the client. Start by making a personal connection—ask them how their day is going or comment on something you noticed in your research that stood out to you. This isn’t just small talk; it’s about showing genuine interest in their world, which helps establish trust and credibility.

But don’t linger too long on pleasantries. Transition smoothly into the business at hand by acknowledging why you’re on the call and what you hope to accomplish together.

2. Identifying the Client’s Current State

Here’s where Gap Selling really begins to shine. Start by asking questions that help you understand the client’s current situation. This is about more than just getting the basics—you want to uncover the pain points and challenges that are causing them discomfort right now.

For instance, instead of simply asking, “What do you need help with?” try something more probing like, “Can you walk me through the biggest challenges you’re facing with [specific area] right now?” This encourages the client to open up and provide more detailed insights, which are crucial for identifying the gap.

Listen carefully. Take notes. Ask follow-up questions that dig even deeper. The more you understand their current state, the better you’ll be able to guide the conversation toward a solution.

3. Exploring the Desired Future State

Once you have a clear picture of where the client is now, it’s time to shift the conversation to where they want to be. This is the “future state” in Gap Selling, and it’s all about understanding the client’s goals, dreams, and what success looks like for them.

Ask questions like:

• “What would success look like for you in six months?”
• “If we could solve this issue, how would it impact your business?”
• “What are your top priorities moving forward?”

These questions help the client articulate their vision and clarify what they’re aiming for. It’s your job to listen and note the gap between where they are now and where they want to be.

4. Quantifying the Gap

With the current state and future state clearly defined, it’s time to quantify the gap. This is where you connect the dots between the client’s challenges and their goals, showing them the true impact of not addressing these issues.

For example, if the client’s current challenge is losing time due to inefficient processes, and their future state is streamlining operations to save time, you could quantify the gap by discussing how much time (and money) they’re losing each week, month, or year. This isn’t about fear-mongering—it’s about helping the client see the tangible benefits of closing that gap.

Quantifying the gap also sets the stage for you to present your solution in the next step, making it clear that what you’re offering isn’t just nice-to-have—it’s essential for their success.

By following these steps during the sales call, you’ll be able to guide the conversation in a way that naturally leads to discussing how your services can bridge the gap between the client’s current challenges and their desired outcomes. Next, we’ll dive into how to present your solution in a way that aligns perfectly with the client’s needs and positions you as the right choice to help them achieve their goals.

Presenting Your Solution

By now, you’ve done the hard work of identifying the client’s current challenges, understanding their goals, and quantifying the gap between the two. This is where you get to showcase how your freelance services are the perfect solution to bridge that gap.

Aligning Your Services with the Client's Needs

At this point, you’ve gained a deep understanding of the client’s pain points and what they’re striving to achieve. Now, it’s time to align your services directly with their needs. Instead of diving into a generic pitch, tailor your presentation to show exactly how your expertise can solve their specific problems.

For example, if the client’s main challenge is time management and they’re looking to streamline their processes, explain how your services can help them automate tasks, improve efficiency, or reduce workload. Make it clear that your solution is not just a good fit but the right fit for their situation.

Use language that reflects their own words and concerns. This not only shows that you’ve been listening but also reinforces that you understand their business and are genuinely invested in their success.

Demonstrating Value

This is where you back up your claims with evidence. Share examples of past projects where you’ve helped clients with similar challenges. If you have metrics, even better—quantifiable results like time saved, revenue increased, or processes improved can be very persuasive.

Consider sharing a quick case study or testimonial that aligns closely with the client’s situation. The goal here is to build confidence that you’re capable of delivering the outcomes they’re looking for.

You can also highlight any unique aspects of your service that differentiate you from other freelancers. Maybe it’s a particular process you use, a specialized tool you’ve mastered, or simply the fact that you have experience in their industry.

Handling Objections

Even if everything is going smoothly, it’s likely that the client will have some objections or concerns. This is natural, and how you handle these objections can make or break the deal.

When an objection comes up, don’t see it as a roadblock—instead, see it as an opportunity to reinforce the value of your services. Listen carefully to their concerns, and then address them directly using the Gap Selling framework.

For example, if a client is worried about the cost, you could respond by linking it back to the gap you identified earlier: “I understand that budget is a concern. However, we’ve discussed how much time and money you’re currently losing due to inefficiencies. By investing in this solution, you’re not just spending money—you’re saving time and resources that are currently being drained.”

By reframing objections in the context of closing the gap, you can help the client see that your solution is a smart investment rather than just another expense.

With your services clearly aligned with the client’s needs and any objections handled, you’re now in a strong position to move towards closing the deal. The next step is about sealing the agreement and setting the stage for a successful project.

Closing the Deal

After guiding the client through identifying their challenges, envisioning their goals, and presenting your solution as the bridge between the two, it’s time to close the deal. This step is crucial—it’s where all your hard work pays off and the client commits to moving forward with you.

Recap the Gap

Before you jump into the final steps, take a moment to recap the key points of your conversation. This isn’t just about repeating what you’ve already discussed; it’s about reinforcing the value you bring by clearly summarizing the client’s current state, their desired future state, and the gap your services will fill.

For example: “So, we’ve identified that you’re currently spending X hours per week on [specific problem], and your goal is to reduce that by Y% over the next six months. My services will help you streamline this process, saving you both time and money, and allowing you to focus on growing your business.”

This recap helps the client see the full picture again and reinforces why your solution is the right choice. It also gives them a final opportunity to ask any last-minute questions or raise concerns, which you can address before moving forward.

Creating Urgency

While you want to give the client space to make a decision, creating a sense of urgency can help nudge them toward a commitment. This doesn’t mean pressuring them—instead, it’s about highlighting the benefits of acting now and the potential costs of delaying.

You might say something like: “The sooner we start, the sooner we can begin reducing those inefficiencies and saving you X amount of time and resources. Delaying this could mean continuing to lose out on those benefits, which could impact your business growth.”

This approach frames the decision as an opportunity they don’t want to miss rather than something they’re being pushed into.

Finalizing Next Steps

Once the client is ready to move forward, it’s essential to make the next steps clear and straightforward. Outline exactly what will happen next:

• Timeline: Discuss when the project will start and any key milestones along the way.
• Deliverables: Reiterate what you’ll be providing and when they can expect each piece of work.
• Payment Terms: Confirm the payment schedule, including any deposits, milestones, and final payments.
• Contract: Mention that you’ll be sending over a contract to formalize the agreement and protect both parties.

For example: “Great, I’m excited to get started! I’ll send over the contract today, and once that’s signed and the initial deposit is received, we can kick off the project next Monday. I’ll also send you a project timeline with all the key milestones and deliverables.”

This clear communication reassures the client that you have everything under control and that the project will move forward smoothly.

With the deal closed and the next steps clearly laid out, you’ve successfully navigated the sales call using Gap Selling principles. The final piece of the puzzle is ensuring that you maintain a strong relationship with the client through thoughtful follow-up and continued communication.

Post-Call Follow-Up

Securing the deal is a significant milestone, but your work isn’t done yet. The post-call follow-up is where you solidify the relationship, ensure that everything is clear, and set the tone for a successful project. This final step is crucial for maintaining momentum and building long-term trust with your new client.

Reviewing the Call

After the call, take a few minutes to reflect on how it went. Did you cover all the necessary points? Were there any concerns or objections that need further clarification? Reviewing the call helps you identify any loose ends that might still need attention and gives you the chance to refine your approach for future calls.

Consider jotting down some notes on what worked well and what could be improved. This practice not only helps you prepare for follow-up but also sharpens your skills for the next sales conversation.

Sending a Summary Email

A well-crafted summary email is more than just a courtesy—it’s a powerful tool to reinforce the agreements made during the call and to keep the project moving forward. In this email, you should:

• Recap Key Points: Summarize the client’s current challenges, their goals, and how your services will bridge the gap.
• Outline Next Steps: Clearly state what happens next, including timelines, deliverables, and any actions required from the client.
• Attach the Contract: If you haven’t already sent it, include the contract or agreement document for their review and signature.
• Express Enthusiasm: Reiterate your excitement about working together and your commitment to helping them achieve their goals.

Example:

Hi [Client Name],

Thanks again for the great conversation today! I’m excited about the opportunity to work together and help you [achieve specific goal].

To recap, we discussed [key challenge] and how my services will help you [bridge the gap/achieve specific outcome]. As agreed, the next steps are [outline the next steps, including any timelines and deliverables].

I’ve attached the contract for your review. Once it’s signed and the initial payment is made, we’ll be ready to kick things off as planned.

Looking forward to working with you.

Best regards,
[Your Name]

‍

This email serves as a written confirmation of your discussion, ensuring that everyone is on the same page and ready to proceed.

Nurturing the Client Relationship

Your relationship with the client doesn’t end once the project starts—in fact, it’s just beginning. To foster a strong, ongoing relationship:

• Stay Engaged: Regularly check in with the client, even outside of formal project updates, to see how they’re doing and if they need anything.
• Deliver Value Beyond Expectations: Whenever possible, go the extra mile. Whether it’s delivering a little ahead of schedule or providing insights that weren’t explicitly requested, small gestures can significantly enhance client satisfaction.
• Be Responsive: Ensure that you’re easy to reach and quick to respond to any questions or concerns. This builds trust and shows that you’re committed to their success.
• Seek Feedback: Don’t wait until the end of the project to ask for feedback. Regularly inquire how things are going and if there’s anything you can improve. This proactive approach helps you address any issues early and demonstrates your dedication to client satisfaction.

By following these steps, you not only ensure a smooth transition from the sales call to the actual work but also lay the foundation for a long-term partnership. Next, we’ll look at some common mistakes to avoid, so you can keep your freelance sales process on the right track.

Common Mistakes to Avoid

Even with the best intentions, it's easy to slip up during the sales process, especially when you’re new to freelancing. Avoiding these common mistakes can save you from unnecessary headaches and help you build stronger relationships with your clients.

1. Skipping the Research

One of the biggest mistakes freelancers make is jumping into a sales call without doing their homework. If you don’t understand your client’s business, industry, and challenges, you’ll struggle to make a meaningful connection or offer a relevant solution. Always take the time to research your client thoroughly before the call. This will not only help you tailor your pitch but also demonstrate that you’re serious about helping them succeed.

2. Rushing the Process

When you’re eager to land a client, it can be tempting to push for a quick decision. However, rushing the sales process can backfire. Clients may feel pressured, which can lead to hesitation or even backing out entirely. Instead, focus on guiding the client through the Gap Selling process at a comfortable pace, ensuring they fully understand the value you bring and feel confident in their decision.

3. Focusing Too Much on Features

Another common pitfall is getting caught up in selling the features of your service rather than the benefits. Remember, clients care more about how you can solve their problems than about the technical details of how you’ll do it. Always connect the dots between what you offer and how it will specifically address the client’s pain points, helping them move from their current state to their desired future state.

4. Ignoring Red Flags

Sometimes, in the excitement of securing a new client, freelancers overlook warning signs that could indicate future problems. Whether it’s unclear communication, unrealistic expectations, or a client who seems hesitant about the scope or budget, it’s crucial to address these issues early on. Ignoring red flags can lead to misunderstandings, scope creep, or even disputes down the line. Trust your instincts, and don’t be afraid to dig deeper or clarify concerns before moving forward.

5. Neglecting the Follow-Up

Closing the deal is just the beginning. Failing to follow up properly can cause the momentum to stall, leaving the client uncertain about next steps or questioning their decision. A strong follow-up email, as discussed in the previous section, reinforces your commitment to the project and keeps things moving forward. Regular communication throughout the project further ensures that the client remains satisfied and that any issues are addressed promptly.

6. Overpromising and Under-Delivering

It’s natural to want to impress a potential client, but making promises you can’t keep is a recipe for disaster. Overpromising—whether it’s about deadlines, deliverables, or outcomes—can lead to disappointment and damage your reputation. Instead, be realistic about what you can achieve, set clear expectations, and then aim to exceed them. Underpromising and overdelivering is a much better strategy for long-term success.

By steering clear of these common mistakes, you’ll be better equipped to run successful sales calls that lead to lasting client relationships. The final step is to wrap up everything we’ve covered with a quick recap and some closing thoughts.

‍

TL;DR:

Navigating the world of freelance sales can be challenging, especially when you’re just starting out. But with the right approach, you can turn those daunting sales calls into powerful opportunities to build your business and create lasting client relationships.

By using Gap Selling, you’re not just selling a service—you’re solving a problem. This method, which has been a cornerstone of my own freelance success for years, helps you understand your client’s current challenges, identify their goals, and position your solution as the bridge that will get them from where they are to where they want to be.

Let’s quickly recap the key points to remember:

• Prepare Thoroughly: Research your client, set clear objectives, and craft questions that will uncover their needs.
• Conduct the Call with Purpose: Build rapport, explore the client’s current and desired states, and quantify the gap your services will fill.
• Present Your Solution Clearly: Align your services with the client’s needs, demonstrate value, and handle objections with confidence.
• Close the Deal Effectively: Recap the conversation, create urgency, and outline clear next steps to move forward.
• Follow Up and Nurture Relationships: Send a summary email, maintain communication, and avoid common mistakes like skipping research or overpromising.

Remember, running a successful sales call isn’t about being pushy or aggressive—it’s about being strategic, empathetic, and genuinely focused on helping your client succeed. By avoiding common pitfalls and applying the principles of Gap Selling, you’ll not only close more deals but also build a reputation as a trusted partner who delivers real value.

So, the next time you’re preparing for a sales call, keep these tips in mind. Approach each conversation with the intention of understanding and solving your client’s problems, and you’ll find that success follows naturally.

Now, it’s your turn. Take these insights, apply them to your next sales call, and watch as you start closing deals with confidence and ease.