"Always Be Closing", aka "ABC", is a mantra for some in the sales profession. It's become mainstream, being featured in movies and popular culture. The phrase is probably well intended, as you can picture a sales manager telling a young rep, "Remember kid, ABC" in an attempt to help them keep the ball moving and moving toward success in their sales efforts.

Yet, for many of us who sell value and believe that our job is all about helping our customers drive better business results, it is an awful saying. "ABC" seems to put the outcome (the sale) above all else (the best interests of the customer, identifying the optimal solution...) and fuels the negative stereotype too many people have about sales and relationship management professionals.

While closing is an important skill we should all master, it is also a skill that depends on good judgement and timing. There are actually many situations where "closing" is not appropriate. As an example:


When scheduling a research meeting, we may have told the contact that our intent "is not to sell anything, but to learn more about you and your business". Over the course of the meeting, we have to fight the temptation of dropping into vendor mode to close the contact on solution-related action.


In lieu of a traditional closing, we should certainly be focused on advancing the effort (Always Be Advancing?). In this same research meeting, we might advance the effort by asking the contact for their recommendation on additional people to conduct research with, or their advice on how to schedule a meeting with the decision maker.

If you're reading this Tip, and your reaction is that you cannot afford to slow down the cycle, remember that closing the wrong person does not shorten the cycle. Setting up the close by gaining the right information and getting in front of the real decision maker shortens the cycle. That's the best time to close!


For more on the evolution of "ABC" to "ABA", check out this blog post!