What is ABC – Always Be Closing? And How Can You Use It?
“Always Be Closing” (ABC) is a motivational phrase often associated with a sales strategy. It suggests that a salesperson following this approach should continually seek new prospects, present products or services to them, and ultimately aim to close the sale.
As a strategy, ABC requires persistence, but it also demands the ability to recognize when to move on to other prospects if a lead isn’t going anywhere.
The Effectiveness of Always Be Closing
The term has become a staple among the sayings sales managers use to inspire their teams and emphasize the importance of persistence with potential clients. It serves as a reminder that every interaction a salesperson has with a client should be aimed at driving the sale toward a successful close.
How to Apply “Always Be Closing” to Your Business
There are many ways to incorporate ABC methods into your business sales approach, including:
- Always Be Prepared: You never know when a sales opportunity might present itself. Keep your business cards updated and accessible, ensure your website is live and optimized, and be ready to sell yourself, your company, or your products at any moment.
- Create Urgency: Your prospects—potential, new, and existing clients—need to believe that your product or service is valuable and that they’re getting the best deal. Instill a sense of urgency by presenting your offer as a unique opportunity—one so good they should act on it right away.
- Convey the Consequences: Use the concept of FOMO, or the fear of missing out, to your advantage. During sales conversations, outline the possible downsides of missing out on your offer. Could passing it up mean falling behind on the latest trend? Will it leave them unprepared for an important event? Could they find a better deal elsewhere? Make sure they understand what they risk losing if they don’t take action, creating a “must-have” feeling for your business and its offerings.
- Seek Solutions: Be prepared for prospects to hesitate. Your role as a salesperson is to ease any fears and assure them that their investment will be worthwhile. If costs are a concern, highlight the value of your product and offer any discounts or payment plans where possible.
- Give the Client Some Space: Persistence is essential when using ABC in sales, but it’s equally important to give clients space to consider their options. You want potential buyers to feel that they’re making an independent decision, without feeling pressured.
- Know When to Walk Away: While discipline and perseverance are admirable qualities, it’s also crucial to recognize when to move on. If a sales conversation drags on and your intuition tells you the client won’t commit, it’s time to close the conversation. Reflect on what you learned from the experience. Was the client within your target audience? If not, move on to the next call. Were there any personal challenges affecting your ability to sell? If so, consider reconnecting with them later. Sometimes, it’s more effective to seek fresh prospects or ideas than to pursue an unfruitful lead.
This approach to sales helps create a dynamic, forward-moving sales culture, ensuring that you are always ready to capitalize on potential opportunities and maintain focus on high-value clients.
