Keenan .

Vice President/Regional Sales Leader Emerging Service Providers

CEO | Author of Gap Selling | Creator of the Problem-Centric OS™ | Driving Predictable, Reliable, Revenue Growth -- Every Time

I’m the CEO of A Sales Growth Company (ASG) and the author of Gap Selling. Over the past decade, I’ve built a body of work that includes the Problem-Centric Operating System™ (PCOS), the Buyer Confidence Model, and the Problem Identification Chart (PIC) — frameworks that rewire how revenue organizations operate, forecast, and grow.

At ASG, we don’t just train salespeople. We help entire organizations transform the way they sell by aligning every GTM function to the problems buyers actually have. That’s why our work has been featured in Harvard Business Review and MIT Sloan Management Review, and why global enterprises and high-growth companies turn to us when they need to fix broken revenue systems.

I’m also a lifelong freestyle and mogul skier. In skiing, success requires precision, rhythm, and adaptability — one mistake throws off the entire run. Revenue is the same. If one part of the GTM system is out of sync, the whole organization feels it: forecasts drift, deals stall, and growth slows. That’s what the Problem-Centric OS solves — it brings clarity, control, and flow back into the system so growth becomes predictable.

ASG exists to help organizations achieve that level of performance. Our clients see higher win rates, more accurate forecasts, shorter sales cycles, and stronger alignment across sales, marketing, and customer success.

Because today’s revenue challenges aren’t about effort or talent — they’re about systems that weren’t built for how modern buyers buy. And fixing those systems is what we do.

CEO/President

A Sales Growth Company helps organizations solve the ever-changing challenges of revenue growth, long sales cycles, low winning percentages, and unacceptable growth numbers.  Through it's highly sought after Gap Selling methodology, ASG is quickly becoming the leader in revenue generation solutions for B2B companies around the world . . .

and we're just a killer place to work!

Anthony Iannarino

ANTHONY IANNARINO is a highly respected international speaker, bestselling author, entrepreneur, and sales leader specializing in the complex business-to-business (B2B) sale. He is also a founder and managing partner of two closely-held, family-owned businesses in the staffing industry, leading both entities in strategic planning while growing sales. Anthony is best known for his work at The Sales Blog, which has helped him gain recognition as a top thought leader in sales strategy. He is also the designer of Level 4 Value Creation™ and Building Consensus, methodologies that help sales organizations achieve transformational, breakthrough results.

In each business, Anthony is focused on helping professionals reach their full potential. In 2007, while growing the sales force of his second staffing firm, he discovered a knack for coaching, and realized that he could make enduring contributions to a company’s sales culture. He began blogging about complex selling processes, and gravitated toward B2B companies facing challenges in sales force management and performance. His transition to professional speaking, consulting, and workshop facilitation led to the development of a trademarked methodology that has proven instrumental in helping sales organizations achieve revenue goals.

Throughout his career, Anthony has helped people in a wide variety of industries and markets think through and overcome their biggest business challenges. His greatest strength is in getting others to build consensus around what must change, and identify the resources within themselves that will drive positive results. Be it through the delivery of staffing solutions or sales strategies, Anthony is a trust builder who focuses on leading transformational conversations, those that create and sustain relationships of value. He is a natural mentor who brings the business acumen, situational knowledge, and experience to each engagement, and lays a solid foundation for future growth.

Founder & Managing Director

Whether he is speaking at a sales conference or at a sales kickoff meeting, Anthony engages an audience from start-to-finish. His thought-provoking talks are rich with actionable ideas that can be applied immediately. Anthony is also known for infusing humor, story, and playfulness into his keynotes and workshops.

● BUILDING CONSENSUS: HOW TO CREATE ALIGNMENT, REMOVE OBSTACLES, AND FIND A PATH TO YES

Building Consensus is a practical and transformational workshop that focuses on how to manage deals with multiple stakeholders involved in the decision-making process. The concepts dovetail with the Level 4 Value Creation keynote and provide participants with the opportunity to “war room” live deals using his proprietary Consensus Methodology.

● PROGRAM BENEFITS 

1). Understand the need for building consensus and how decisions are made in complex sales.

2). Identify the stakeholders, their roles, and the value that you need to create in order to gain their support.

3). Isolate buying committee members and their relationships, and gain access to these groups and individuals.

4). Understand the three primary drivers necessary to create change and evaluate which stakeholders hold the keys to creating and winning the opportunity.

Sales is competitive 

You have to remember that your client is also engaging with your competitors. Maybe one who provides the client a price that makes your pricing look expensive in comparison. Others have relationships that make it easy to win deals. You and I both have relationships that can cause your client to buy from you, even if you have a slightly higher price.
But we have to look at competition as the ability to create value in the sales conversation. One way to create value is to use an executive briefing that proves that you have done your homework and the research on the client's industry and its company. When your competitors show up to talk about their company, their clients, and their solution, the value you created that will banish your competitor.
When I sign in for a meeting, I scroll to see which competitors have meetings with the client. You might find that the largest competitor has signed in three times, and another competitor who you have jousted with in the past, knowing how to win against.
One competitor was very good—she was in my territory. We were always battling over clients. But one day a contact told me that she was very impressive in the first meeting, but after the first meeting she was no longer impressive.
In another sales call I followed a competitor. The contact asked me why I couldn't get the temporary staffing they needed. I told him that he was paying too little to get anyone to take the job. He was unhappy that I couldn't get the people. I asked him if he provided the people he needed, and the company lost four of their clients because no one took the jobs.
In one contest, I went by myself. My competitor had brought five people to their meeting. I watched them go in, and I watched them go out. When it was my time, I walked in to see 14 people sitting around the largest conference table I had ever seen. Three contact called them the task force and asked all the questions. I stood up, answered every question. I passed the test and a couple days later the client came to my office to tell us that they were giving me their business. That was two-million dollars annually.
I like the idea of competition. It can sharpen your sales conversation skills. It can build up your ability to handle difficult questions, and learn to win deals that others might have a tough time winning.
In Eat Their Lunch you will find a number of strategies that can help you to win deals. I learned to displace my competitors in staffing by using a different sales conversation. If you have to displace your competitors, this book will help you to win deals away from your competition.

International Speaker, Sales Leader, Writer, Author 2x USA Today Best—Seller I teach sales professionals how to win in an evolving B2B landscape.

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