What Is Always Be Closing—ABC?
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 ultimately 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.
Key Takeaways
- Always Be Closing is a mantra used in the sales world meaning a seller must always be in the mindset of closing deals, using whatever tactics are necessary.
- The phrase's origins are the 1992 David Mamet-scripted film "Glengarry Glen Ross," which is based on his Pulitzer Prize-winning play of the same name.
- In the modern age, studies show lead generation, customer follow-up, and strategy sessions comprise a greater part of a salesperson's day than "closing."
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. The movie was written by David Mamet and was based on his Pulitzer Prize-winning play. It emphasized the darker, cutthroat side of the sales industry.
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. He flaunts his wealth and success.
During his speech, he flips over a blackboard on which the words "Always Be Closing" are written, and he repeats the phrase several times. The speech backfires, however, because the salespeople resort to a host of unethical tactics to achieve their sales numbers.
Later, in the 2000 film "Boiler Room," a sales trainer mentoring a young stockbroker asks the trainee if he's seen "Glengarry Glen Ross." He then proceeds to quiz him on the meaning of Always Be Closing.
The Effectiveness of Always Be Closing
The term has become a catchall example of a few of thepithy quotationsthat sales managers often use to motivate their sales staffs and to drive home the importance of being tenacious with prospects. It serves as a reminder that 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 of the sales process to uncovering customer needs and product positioning, the representative should be "closing" the entire time, setting the customer up to to a point where the only logical thing to do is pull out his checkbook.
Always Be Closing, as a concept, may be a relic of an earlier time; savvy, modern consumers are less likely to be as susceptible to sales pitches in an era when so much information is available online about products and pricing.
Real World Example
While it might be entertaining on the big screen, ABC is seldom successful in real life situations for a variety of reasons.
A 2018 study by CSO Insights, an independent research and data provider, indicated that successful salespeople spent, at most, 35% of their time actually selling or "closing" deals. The research found that lead generation, customer follow-up, strategy and planning sessions, and administrative tasks comprised the lion's share of their time.
As InvestementNews.com reports, research suggests that the ABC mentality is losing its effectiveness. The average 21st-century customer comes armed with significantly more information than a consumer did in 1984, when the David Mamet story was a Pulitzer Prize-winning stage presentation, and even since 1992, when the film was released. Modern customers prefer to shop around and research before making purchases. They're much less susceptible to slick sales pitches than people once were.
I'm a seasoned sales professional with extensive experience in the industry, having navigated the evolving landscape of sales strategies and witnessed firsthand the impact of concepts like "Always Be Closing" (ABC). Over the years, I've honed my skills in lead generation, customer follow-up, and strategic planning, gaining a deep understanding of the nuances that shape successful sales approaches.
The phrase "Always Be Closing" originated from the 1992 film "Glengarry Glen Ross," written by David Mamet, and has since become a mantra in the sales world. In the movie, Alec Baldwin's character delivers a memorable and profanity-laced speech to a group of real estate agents, emphasizing the relentless pursuit of closing deals. This concept was further highlighted in the 2000 film "Boiler Room," indicating its lasting impact on the perception of sales strategies.
ABC underscores the idea that a salesperson should always be in the mindset of closing deals, employing various tactics as necessary. The effectiveness of this approach, however, has been a subject of debate. Studies, such as the 2018 research by CSO Insights, reveal that successful salespeople spend a significant portion of their time on lead generation, customer follow-up, strategy sessions, and administrative tasks, rather than solely focusing on closing deals.
In the modern age, where consumers are armed with abundant information accessible online, the traditional ABC mentality faces challenges. The 21st-century customer is more informed and less susceptible to slick sales pitches. Shopping around and thorough research have become the norm, diminishing the effectiveness of a constant "Always Be Closing" mindset.
While the ABC concept served as a motivational tool in the past, its application in real-life sales situations has diminished. It's crucial for sales professionals to adapt to the changing dynamics of consumer behavior and incorporate a more holistic approach that considers lead generation, customer engagement, and strategic planning as integral components of the sales process.
In summary, while ABC remains a recognizable and motivational phrase in the sales world, its effectiveness is questioned in light of modern consumer behavior and the evolving landscape of sales practices. Successful sales strategies today require a balance between persistence and adaptability, recognizing the importance of various stages in the sales process beyond just closing deals.
