Always Be Closing (ABC) is a motivational phrase used to describe a sales strategy. It implies that a salesperson following the regimen should continuously look for new prospects, pitch products or services to those prospects, and complete a sale. As a strategy, ABC requires that the salesperson be persistent, but also that they know when to cut their losses and move on to another prospect.
The Basics of ABC
The phrase Always Be Closing was popularized in the 1992 film “Glengarry Glen Ross” starring Alec Baldwin, Al Pacino, and Jack Lemmon.
- In the film, an aggressive representative from the corporate office is brought in to motivate a group of real estate agents, telling them to sell more property or be fired if they fail. He delivers a profanity-laced tirade, accusing the salespeople of being timid and unmotivated.
Always Be Closing
Every action a salesperson takes with a client prospect should be done with the intention of moving the sale toward a close.
- From the initial rapport-building stage to uncovering customer needs and product positioning, the representative should be “closing” the entire time, setting the customer up to a point where the only logical thing to do is pull out his checkbook.
Real World Example
Only 35% of salespeople spend their time closing deals
- Lead generation, customer follow-up, strategy and planning sessions, and administrative tasks account for the lion’s share of time
- The average 21st-century customer comes armed with significantly more information
- Modern customers prefer to shop around and research before making purchases
