Getting Your ABCs Right

This article is part of the Sales Secrets Uncovered series where we share key learnings from our analysis of 211k+ sales calls spread over 3.8 million minutes and 12 months. Why? To uncover the stats that will help you sell better in 2022 and beyond!

This article is from the desk of our Lead Content Specialist, Anirban.

PS: Use this data responsibly. Correlation is ≠ causation. ???

Today, we are here to ask and answer a question - is it possible to write an article about sales ABCs without talking about the movies?

Well, let’s try.

Our story begins, as it always does, in the numbers. So here they are.

Now granted, this needs a bit of an explanation. When we say ABC here, we don’t literally mean that the salesperson was trying to close the deal every step of the way.

What we mean here is that in 52.7% of all deals covered, the salesperson definitively discussed closing the deal.

And in those particular cases, we do see an increase in closed won, as well as a decrease in closed lost.

Which brings us to the question - why, in nearly half of all deals, is there no attempt to close it?

And I think it’s due to the bad reputation of the ABC mantra.

The reason why ABC (Always Be Closing) is important is because once, it really worked. A relentless, aggressive focus on closing the deal made a lot of sales folks very successful.

But of course, people got tired of being sold to. And became smarter - they had more information at their disposal. You couldn’t get by on simple aggression anymore.

So the pendulum swung (for the better, I would say), and sales folks who wanted to succeed focused on helping prospects identify problems and then providing solutions. And it works! We’re not here to argue that it doesn’t.

However, I wonder if some folks haven’t taken the wrong lesson from this. Just because aggressive ABC-style selling doesn’t work anymore doesn’t mean you have to practice NBC (Never Be Closing). By NBC, we mean giving the buyer so much space that the buyer simply does not know how to proceed or forget about it and the deal peters out. The result is a massive revenue leak which is completely avoidable.

So how do you ensure you’re always closing in a post-ABC era? Simple, just do these:

• CTAs - While you don’t have to do it for every single email or message, it’s best to add a call to action whenever you can. Tacking on a calendly link or even a query about the next meeting can do wonders.?
• Next steps - Ensure every meeting or call ends with a firm decision on the next step. Even if it is just a date for a check in.
• Follow up - A dropped follow up or two can lose you a deal. Ideally, have an automated system of reminders and / or follow ups to avoid major headaches.

Basically, the new form of ABC is a little different from the old one. Instead of always trying to close the deal, focus on closing each stage by driving it to the next one. Don’t leave your prospects wondering what happens next.

And when the time comes, don’t be afraid to guide the prospect to the dotted line.?

After all, you don’t have to be a Baldwin to be a bada** seller.

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Oh darn it. SO Close!

And that’s it for this issue of Sales Secrets Uncovered with Wingman. Catch you next week!