Always Be Closing (ABC)
Candlefocus EditorABC is a mindset that has created much debate among salespeople, with some proponents swearing by its effectiveness. They argue that if you’re constantly closing deals, you will naturally increase your sales numbers and profits.
The reality, however, is that only a small percentage of deals are closed on the first try. A study by the Harvard Business Review suggests that only 15 percent of customers will immediately agree to a deal. This means salespeople must build relationships with potential customers over time and nurture them in order to close a sale.
This takes patience, finesse, and a commitment to understanding customer needs. Instead of solely relying on ABC, salespeople must also focus on lead generation, customer follow-up, and strategy sessions — all of which are key components of successful sales cycles.
Done right, ABC can be used as a tool to close deals, as long as it’s done within context. According to Jill Konrath, author of Selling to Big Companies, ABC should not be used as a “hard sell.” Instead, it should keep the focus on the listener’s objectives, interests, and needs.
In order to use ABC effectively, salespeople should continue to focus on the complete customer experience. This means having an understanding of the customer’s pain points, exploring solutions with them, and then providing them with value before making a pitch.
Overall, ABC should focus on the customer and their needs, not the salesperson’s money-making vision. While getting a sale is important, it’s even more important to establish a good relationship with the customer and create a win-win situation. If done right, ABC can be a powerful tool — just make sure you do it right.