What does it mean?

Always Be Closing

"Always Be Closing" is an antiquated sales strategy that says everything a sales rep does throughout the sales process is in pursuit of the singular goal of closing a deal. The implication is that if a sales rep doesn't close the deal, everything they did regarding that opportunity was a failure. In the inbound methodology, the preferred ABCs of selling are: Always Be Connecting.

Always Be Connecting: The Modern Approach to Sales

Gone are the days when sales pitches involved high-pressure tactics and a singular focus on closing the deal. Today, customer preferences have changed, and sales strategies must evolve to align with modern customer behavior. The inbound methodology emphasizes building value, creating relationships, and helping prospects and clients throughout their buying journeys. This is where the ABCs of selling come in, and it's time to shift the focus from "always be closing" to "always be connecting." In this blog post, we'll explore why ABC is an essential strategy for modern businesses and how to implement it for strong customer relationships.

The Evolution of Sales Processes

Sales has come a long way from the age-old sales tactics, the hard sell, which emphasized pitching your product or service over the customer's needs. Today, customers have access to the extensive information about a company's offerings and only engage when they have a genuine need and see the potential for value. As such, the sales process has evolved to reflect this reality; it's less transactional and more collaborative. Sales reps must build relationships and trust to present a solution that fits the customer's needs.

Creating Meaningful Connections

Modern sales involves creating meaningful and personalized connections with prospects and clients. Instead of bombarding them with information and pitching your offering, learn about their business goals and challenges and how your product or service can help them. Consider this approach- instead of a sales pitch, consider it a conversation to uncover and resolve their problems. This way, the customer feels heard, understood, and, most importantly, trusts that you have their interest at heart.

Focus on Value Creation

Value creation ensures the customer is at the center of the sales process. Focus on providing a solution that meets their expectations, accomplishes their goals, and creates real value. Here, sales reps can use their deep understanding of the customer's needs and align them with the offered product or service. Demonstrating how your product or service addresses their specific needs creates a unique value proposition and establishes your business as the go-to for reliable solutions.

Nurture Long-Term Relationships

The hallmark of ABCs of selling is the focus on building long-term relationships that transcend the sale. Aim to become a partner, providing value even after the client's specific transaction is complete. This approach allows your business to become a trusted advisor and creates opportunities for cross-selling or up-selling. Keep in touch, show interest in their progress, and provide resources to help them succeed. Such an approach can lead to repeat business and referrals.


Adopting ABCs of selling is critical for modern businesses to succeed. By focusing on creating connections, customer-centric value creation, and maintaining long-term relationships, sales reps can abandon the harshness of traditional sales and adopt a consultative approach that puts the customers first. Implementing these strategies will help build a customer base of engaged and loyal customers, resulting in long-term business growth. So, it's time to ditch the "always be closing" adage and start prioritizing relationships and your customers' needs.