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10 STEPS TO PROFITABLE PROJECTS.
Discover how the top 5% of building company owners get booked 6-12 months in advance with profitable projects by focusing on solving their clients' problems, not just selling their services.
01. Prospecting
and Lead Generation
Identifying Potential Problems
Targeted Approach
Instead of just casting a wide net, focus your prospecting on clients likely to have problems you can solve.
Develop a Strong Online Presence
Your website is the first impression. Structure your website content around common homeowner problems and how your services solve them.
Local SEO
Optimize your Google My Business profile. Use keywords that reflect homeowner problems (e.g., "fix leaky roof [your city]," "drafty windows repair [your city]," "home addition for growing family [your city]").
Content Marketing
Create content that addresses homeowner pain points. Title your blog posts with problem-focused headlines (e.g., "Is Your Outdated Kitchen Costing You Money?" "5 Signs Your Home Needs Better Insulation").
Social Media Marketing
Share content that highlights common homeowner problems and positions you as the problem-solver. Use social media ads to target homeowners experiencing specific issues (e.g., targeting older homes with ads about energy efficiency upgrades).
Paid Advertising
Use keywords in your ads that reflect problems homeowners are searching to solve.
Networking
Network with professionals who encounter homeowners with problems you can solve (e.g., real estate agents dealing with older homes, home inspectors).
Referral Program
Encourage referrals by highlighting your ability to solve problems for referred clients.
Free Consultations/Seminars
Offer seminars on topics like "Identifying Hidden Problems in Your Home" or "Solutions for High Energy Bills."
02. Initial Contact
and Relationship Building
Diagnosing the Gap
1
Shift in Mindset
Don't just gather information; focus on diagnosing the client's "gap" - the difference between their current state (problems) and their desired future state (solutions).
2
Prompt and Professional Responses
Respond to inquiries within 24 hours.
3
Active Listening & Gap-Focused Questioning
This is where Keenan's Gap Selling truly comes into play. Ask open-ended questions to understand:
Current State (Problems)
  • "What are the biggest challenges you're facing with your current home?"
  • "What frustrations are you experiencing?"
  • "How is this problem impacting your daily life, finances, or family?"
  • "What have you already tried to address this issue?"
Future State (Desired Outcome)
  • "What would your ideal home look and feel like?"
  • "What are your goals for this project?"
  • "How would you like this problem to be solved?"
  • "What would be the impact of achieving this outcome?"
Impact
  • "What's the financial impact of these problems if left unaddressed?" (Cost of inaction)
  • What are the emotional or lifestyle impacts if the problems remain?
  • "Why is solving this problem a priority for you now?"
Root Cause
  • "In your opinion, what caused this problem in the first place?"
  • "Have you had professionals assess the issue, and if so, what were their findings?"
Initial Site Visit Script

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Initial Site Visit Script

First impression matters. This script helps you position yourself as the expert and build the trust needed for them to say YES. Schedule Your Strategy Learn More

03. Needs Assessment
and Consultation
Deep Dive into the Gap
Detailed Questionnaire
Use a questionnaire to gather specific information, but frame the questions around identifying the gap.
Example: Instead of just "What type of flooring do you want?" ask, "What problems are you experiencing with your current flooring?"
Site Visit
Use the site visit to further diagnose the root cause of the problems and assess the feasibility of potential solutions.
Gap-Focused Discussion
Continue to explore the client's current state, desired future state, and the impact of the gap.
Concerns and Questions
Address concerns and questions, focusing on how your solutions will bridge their gap.
04. Secure Budget Commitment
Connecting Budget to Value
(Gap Closure)
Value-Based Budgeting
Instead of just presenting costs, frame the budget discussion around the value of closing the gap.
Example: "Investing in these energy-efficient upgrades will not only solve your current problems with drafts and high energy bills but will also increase the value of your home and save you money in the long run."
Transparency
Be upfront about the potential cost implications of different solutions.
Budget Ranges
Provide budget ranges for solutions that address different aspects of the gap.
Return on Investment (ROI)
Whenever possible, quantify the ROI of solving the problem (e.g., energy savings, increased home value).
Written Agreement
Obtain a written agreement on the budget range, linking it to the agreed-upon solutions for closing the gap.
Charge for Quotes Script

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Charging for Quotes

Let's Work Together See Our Services Initial Action Plan "I will get started on putting together a bit of an action plan based on what you have told me today, and get started on your pricing/contact some designers etc." Process Explanation "Now we have a certain process we follow for going thro

05. Design and Proposal
Presenting Solutions to Bridge the Gap
Problem-Solution-Outcome Framework
Structure your proposal around the identified problems, the proposed solutions, and the expected outcomes (how the solutions will close the gap).
Professional Presentation
Create a visually appealing and easy-to-understand proposal.
Visuals
Use 3D renderings, floor plans, etc., to help the client visualize the solutions and their impact on their gap.
Detailed Scope of Work
Clearly define the scope, linking each task to the specific problem it solves.
Project Timeline
Provide a realistic timeline, highlighting when they can expect to see their gap closing.
Itemized Costs
Offer a detailed breakdown of costs, connecting them to the value of the solutions provided.
06. Negotiation and
Closing the Deal
Focusing on Value and Outcomes
Value-Driven Negotiation
Instead of just negotiating on price, focus on the value of the solutions in closing the client's gap.
Flexibility
Be prepared to adjust the scope or solutions to meet the client's budget while still addressing their core problems.
Win-Win Approach
Aim for an agreement where the client feels they are getting a valuable solution to their problems, and you are fairly compensated for your expertise.
Clear Contract
Use a comprehensive contract that outlines the agreed-upon solutions, their impact on the client's gap, and the responsibilities of both parties.
Authorization Agreement TEMPLATE

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The Authorization Agreement

Let's Work Together See Our Services

07. Project Execution
and Communication
Delivering on the Promise
(Closing the Gap)
Project Schedule
Develop a schedule aligned with delivering the promised outcomes.
Regular Updates
Provide updates, focusing on progress made towards closing the client's gap.
Open Communication
Maintain open lines of communication to address any concerns promptly.
Proactive Problem Solving
Address any issues that arise, always keeping the client's desired outcome in mind.
Change Order Management
If changes are needed, frame them in terms of their impact on the gap and the agreed-upon solutions.
08. Follow-Up After
Proposal Submission
Reinforcing the Value Proposition
HANDWRITTEN
Thank-You Note
Express appreciation for their time and consideration.
Follow-Up Call/Email
Focus the conversation on the client's problems and how your solutions address them.
Example: "I wanted to follow up and see if you had any further questions about how our proposed solutions would address the challenges you're facing with your current home."
Value Reinforcement
Reiterate the key benefits of your proposal in terms of closing their gap and achieving their desired outcome.
Stay Top-of-Mind
Maintain contact, offering additional insights or resources related to their specific problems.
09. Final Inspection
and Customer Satisfaction
Confirming Gap Closure
1
Walkthrough
Frame the walkthrough as a confirmation that the agreed-upon solutions have successfully closed the gap.
2
Punch List
Address any outstanding items promptly.

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Asset | 300 Point Quality Assurance Checklist

A 300-point PASS/FAIL onsite checklist ensuring quality, safety, and compliance for builders, from pre-site setup to project completion and client handover.

3
Feedback
Ask for feedback, specifically on how well the project addressed their initial problems and achieved their desired outcomes.
10. Alternative
Contract Approach
(Three-Contract Model)
Consider dividing the design/build process into three separate contracts:
1
Initial Design Agreement (Feasibility)
This covers preliminary design work, site analysis, and developing a conceptual design with a rough budget estimate.
2
Design Development Agreement
This covers detailed design development, including final drawings, specifications, and a more refined budget.
3
Construction Contract
This covers the actual construction phase based on the finalized design and specifications.
Benefits
  • Clarity and Transparency: Each stage is clearly defined, reducing ambiguity.
  • Informed Decisions: Clients can make informed decisions at each stage before committing to the next.
  • Risk Mitigation: Potential risks associated with project changes or disagreements are minimized as each phase is agreed upon separately.
  • Client Control: Provides clients with greater control over the design and budget as they can choose to proceed or not after each phase.
Drawbacks
  • Longer Process: The overall project timeline might be longer due to the multiple contract stages.
  • Potential for Delays: There could be delays between phases as clients review and approve each stage.
  • Not Suitable for All Projects: This approach may not be ideal for smaller or simpler projects where a single contract would suffice.
Suitability: This model is particularly well-suited for larger, more complex projects, or when clients prefer a phased approach with greater control and flexibility.
Why this approach is relevant to Gap Selling:
This three-contract model aligns well with the Gap Selling methodology because it allows for a more in-depth exploration of the client's "gap" (the difference between their current state and desired future state) at each stage.
  • Initial Design Agreement: This stage is perfect for thoroughly diagnosing the client's problems, understanding their desired outcomes, and establishing the scope of the "gap."
  • Design Development Agreement: Here, you can further refine the solutions to bridge the gap, ensuring they align with the client's budget and expectations.
  • Construction Contract: By the time you reach this stage, both you and the client have a clear understanding of the problems being solved and the agreed-upon solutions, minimizing the risk of misunderstandings or disputes.
In essence, the three-contract model provides a structured framework for applying the principles of Gap Selling throughout the entire project lifecycle.
Benefits of This Guide
Save Time and Hassle
The tools and templates, now infused with a problem-centric approach, will streamline your sales process.
This guide is for you if:
  • You're a building company owner who wants to increase sales and profitability by becoming a trusted problem-solver.
  • You're tired of competing solely on price and want to differentiate yourself based on value.
THE FRAMEWORK
GROW WITH GO FIRST IN
3 EASY STEPS
Your Path to a predictable pipeline
START
Our assessment uncovers your biggest growth opportunities.
We'll identify gaps, set goals, and align on your vision.
build
We implement a step-by-step program that turns insights into action. We'll tackle one priority area each week helping you maintain progress and crush your goals.
scale
We test & optimize all aspects of your marketing so you can grow faster and maximize return on investment.

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