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What Is Always Be Closing (ABC)?
Let me explain what Always Be Closing, or ABC, really means. It's a motivational phrase that describes a salesperson's strategy for success, where you should always be on the lookout for new prospects, pitching products, or sealing transactions.
As a strategy, ABC demands persistence from you as a salesperson, but you also need to know when to cut losses and move on to the next prospect.
Key Takeaways
- Always Be Closing is a mantra in sales meaning you must always focus on closing the deal.
- The origin of the slogan is David Mamet's play and film Glengarry Glen Ross.
- Contemporary thinking suggests focusing on the customer's needs, or Always Be Helping, is more effective.
Understanding Always Be Closing (ABC)
You might recognize the phrase Always Be Closing from the 1992 film Glengarry Glen Ross, starring Alec Baldwin, Al Pacino, Jack Lemmon, and Kevin Spacey. This dark drama, written by David Mamet based on his Pulitzer Prize-winning play, highlights the cutthroat nature of sales.
In the film, an aggressive corporate rep played by Baldwin motivates real estate agents by telling them to sell more or get fired. He flaunts his success in a profanity-filled rant, flips a blackboard with 'Always Be Closing' written on it, and repeats the phrase. The agents then turn to unethical tactics to hit their numbers.
This scene gets echoed in the 2000 film Boiler Room, where a sales trainer quizzes a young stockbroker on the meaning of Always Be Closing after asking if he's seen Glengarry Glen Ross.
The Effectiveness of ABC
The term Always Be Closing has become a pithy phrase that sales managers use to motivate staff and stress tenacity. It reminds you that every action with a prospect should move toward a successful close.
From building rapport to uncovering needs and positioning the product, you should be closing the whole time, aiming for the moment the customer commits.
Important note: Always Be Closing may be a relic of the past, as many consumers now ignore sales pitches and prefer online research.
Is ABC Losing Its Punch?
In real life, the ABC method might have lost some effectiveness. A 2018 study by CSO Insights shows successful salespeople spend at most 35% of their time on selling or closing, with most time going to lead generation, follow-up, planning, and admin tasks.
A report from InvestmentNews.com indicates today's consumers are armed against ABC tactics. Mamet's play debuted in 1984 and was filmed in 1992, but now people shop around and research before buying, making them less vulnerable to slick pitches.
Does the Always Be Closing Strategy Work?
The Always Be Closing strategy has clear drawbacks. Some prospects run at the first sign of aggression, others might get bullied into a sale but back out later, and even if they don't, you're left with dissatisfied customers—which hurts business.
What Is the Alternative to the Always Be Closing Strategy?
Modern salespeople know high-pressure pitches don't work with internet-savvy customers. Instead, consider Always Be Helping: find out what the customer needs and tailor your message to how your product meets those needs.
What Do Salespeople Say Is Most Important to Making a Sale?
Current marketing thinking starts every sale with understanding the customer and identifying a problem your product solves. ABC treats consumers as interchangeable and bullyable, but alternatives focus on listening to them.
The Bottom Line
The hard sell of Always Be Closing has mostly gone out of style since the 1990s. As a sales professional, you're better off listening to customers, identifying their needs, and providing superior solutions compared to competitors.
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