Always Be Closing, also known as ABC is a motivational phrase, that is incorporated into the sales strategy. This slogan encourages salespeople to be on the lookout for new prospects, pitch to them whatever products or services they have to offer and make sure to close the sale. This phrase, as a sales strategy, requires the sales agent to be persistent while still knowing when to withdraw and move on to the next lead.

Origin of the ‘Always Be Closing’ sales strategy

The Always Be Closing phrase was popularized by the iconic Alec Baldwin in the famous 1992 Glengarry Glen Ross film. In this film, Alec Baldwin - an aggressive sales rep is brought into a real estate company to help motivate a group of sales agents to improve sales or be fired if they don’t. The phrase has since become popular among those who firmly believe in its power to drive customers to purchase.

Breaking down the ABC sales strategy

Sales managers use this pitchy quote to encourage and motivate their sales team and insist on the need for being persistent with prospects. The phrase reminds them that every action they take should be aimed at nudging the prospect further down the sales funnel, from uncovering their needs, product positioning, responding smartly to objections and eventually pitching the sale.

The ABCs of ‘Always Be Closing’

Always treat the prospect like they can

Treat a person like they have money, and they will act as if they do. With this in mind, your goal is to treat the prospect like they can buy. Whatever you say, including your responses, actions, and facial expression should all treat the client like they can buy, are going to buy, will buy now and will close the sale now. This strategy works by building the customer’s confidence.

Keep the communication going with the customer

It is crucial that you do not overlook this tip. Regardless of the offer provided by the customer, it is important that you acknowledge them. Otherwise, they may become upset and stop communicating with you, hindering you of all the chances of closing.

Always agree with the buyer

This approach is entirely different from 'the customer is always right.' As much as you always agree with the buyer, there will come a time in the close where you might disagree. But before then, always agree, regardless of whether they are right or wrong, to prevent crashing your negotiations which, in turn, results in not closing deals.

Have a solution at hand

To be a successful Always Be Closing salesperson, you need to adopt a solution-oriented attitude. In case a prospect raises some concerns about the sale, you need to ask them what you can do. Also, try to come up with various ways to make things work. The buyer will appreciate you never give up attitude which often results in you closing the deal.

Emphasize the risks of not buying

When used well, fear can be an effective motivator for closing a sale. Convince the buyer by reminding them of what may happen if they do not make the purchase. Go on to emphasize that the cost of what you are selling is far less than the consequences of not buying it.

Make the sale easy for them

Simplify the sales process by taking care of any extra steps that may be holding them back. For instance, you can fill out the necessary paperwork for them ahead of time or even arrange for possible delivery so that all that is left of them is to write the cheque.

How effective is “Always Be Closing”?

According to research, the Always Be Closing sales strategy may be losing its effectiveness. This is probably because the 21st-century customer is armed with far much more information compared to a customer in 1992, making them far savvier than ever. Today’s media-driven and hyper-informed consumers prefer to shop around, compare and research before making any purchase. As a result, they are far much less inclined to manipulative sales pitches. This, however, does not mean that you can't employ this strategy.

The bottom line

If you are having problems closing a deal, then maybe you should consider the Always Be Closing adage. After all, regardless of how good you are at getting leads, fostering relationships and overcoming objections, none of these tactics means anything if you do not close the sale.