Always be closing' is a phrase familiar to anyone with even a modicum of sales experience. The catchphrase was made famous by the film Glengarry Glen Ross and has since become part of the collective sales memory. But what does it actually say? We will explain the principle, also known as ABC, in this blog.
The quote
In the film, the mantra is used in a rant by leading actor Alec Baldwin. He tries to motivate a group of real estate agents to sell more houses. In order to reinforce this, he repeatedly repeats the famous quote 'Always be closing'. By which he means that every contact with a potential buyer should be aimed at selling. In fact, he urges them to end every conversation with an impulse to sell. According to this principle, a no is a yes that has yet to be born.
The concept today
Whereas it really worked that way at the time of the film (1992), it is now mainly a good reminder for salesmen. Customers have become much more critical in what they buy. The Internet has provided an enormous amount of information and the customer can do his own research and determine what is most suitable. Moreover, people are starting to get the hang of it.
Understanding the customer
Always be closing is now about getting clarity on what exactly the lead or prospect wants. The fact that someone answers your questions does not mean that they are really interested. Therefore, try to find out what that person really thinks in your questions. For example, ask control questions to find confirmation for what you suspect. Think of a question like: "Is this what you had in mind?" or "Does this solution fit your company? This also prevents you from continuing to try to close the sale when the other person already knows for a long time that it is not going to happen anyway.
ABC for your business
At Convins, we are always working on generating good leads and we too incorporate the principle of 'Always be closing'. In a modern way of course, as we explained above. Curious about what this could mean for you? Then feel free to contact us!