ABC - Why 'Always Be Closing' Is a Relic You Can't Afford to Hold Onto

In my years of experience in sales, I've found that the "Always Be Closing" mantra is outdated and counterproductive. Today, effective sales is about establishing trust, acting as a true partner, and leading the customer toward a solution that solves their genuine problems.

For instance, instead of pressuring the customer to make a purchase, consider asking: "Based on our discussion today, solving these issues will be mutually beneficial. What would you like to do?" This approach underlines the partnership, reminding the customer that both sides have time and resources invested. When you frame the sales process as a partnership, it alters the customer's perception, differentiating you from competitors who are merely focused on 'closing the deal.'

The bottom line is, if you execute the right conversational techniques throughout your sales process, you earn the right to be a partner, not just a sales rep. This facilitates an environment of mutual respect, helping customers make decisions that are genuinely beneficial for them, while you also avoid the old pitfalls of hard closing which can damage relationships and trust.

Important Points:

• The "Always Be Closing" mantra is outdated and undermines trust.
• Modern sales should focus on building trust and establishing a partnership with the customer.
• Effective questioning can guide the customer to recognize the mutual benefits of the solution, making the "close" a natural next step.
• Salespeople should steer clear of high-pressure tactics that put customers on the defense.
• If executed well, this approach leads to respect from the customer, differentiating you as a true partner rather than just a sales rep.

In summary, sales success in the modern era hinges on building trust and acting as a problem-solving partner rather than employing hard closing tactics.