It’s time to move from always-be-closing to always-be-helping
8 minutes read
What is Always Be Closing (ABC)
Always Be Closing is a common motivational phrase that encourages salespeople to be persistent and focus the bulk of their energy on seeking out new customers and closing deals.
This sales mantra tells salespeople to focus on sales at all times. Under the always-be-closing method, salespeople should constantly be looking for new prospects, developing pitches, following up with clients, and sealing deals. The idea is that every communication a salesperson has with a client should be driven by the desire to move the client one step closer to the close.
The History of always be closing
The mantra of “always be closing” originally came from a play written by David Mamet that was made into the infamous 1992 film where Blake (Alec Baldwin), a cut-throat salesman, was sent to “motivate” the sales team by instilling fear in them.
The problem with always be closing
The problem with this method is it views clients as objects and does not allow salespeople to focus on building a long-lasting relationship with them.
Clients may view salespeople who adopt this mantra as aggressive, pushy, and unfriendly, which are not exactly attractive qualities.
Fast Forward to now
The age of the internet and social media has turned “always be closing” into an outdated and almost dangerous approach.
What is always be helping?
By now, you must have understood why always be closing is out and always be helping is in. But what exactly does “always be helping” entail?
Why always be helping should replace always be closing?
Here are some reasons why it is better to use always-be-helping rather than always-be-closing,
How to always be helping?
1. Listen to the prospect and identify their problem
Your reps working on leads that don’t fit within your business offerings is simply throwing away time and money. But, having said this, they also need to make sure that they don’t leave this potential relationship on a sour note. Because you never know when that prospect might have a serious need for your solution and remember your sales rep who has been very helpful to them in the past.
2. Engage the key decision-makers by delivering information and expertise
Now once your rep has determined that a prospect is a qualified lead and they know that your product is a best fit for them, the next step is to educate them about your product. They need to provide the prospect with as much information as they need to get a clear understanding of how your product is going to solve their problem and produce desired results.
3. Establish trust and confidence with the customers
The client wants to be heard and respected. So, when they realize in the salesperson’s demeanor and communication that they are not pushing them into a cookie-cutter sales process, their trust will get automatically established and a good relationship will be formed with that sales rep.
4. Tailor your process to make it easy for the customers to buy
Your sales rep’s value in the sales process is that they, unlike your prospect, have successfully sold this product many times before. The prospect might not know how to get internal buy-in or how to implement a solution like yours and onboard the users.
But your sales reps do. So, they should work with the prospect to understand their decision-making process and the perspectives of all relevant stakeholders, and then use that information to sell your product successfully.
5. Make always be a helping part of your sales culture
Adopting a new process always starts from the top. If your leadership team doesn’t buy into ABH, your sales teams will most likely not follow these best practices either.
Keep in mind, that the purpose of ABH isn’t to help your prospect buy your product. Instead, the goal is to help them achieve a certain result or solve a problem.
Teach your reps to make “always be helping” as a mindset while they are selling. And tell them that those who learn to help their prospects will close more deals in the end.
Here is an ultimate guide that helps you practice active listening in sales
Learn how to build rapport with your prospects virtually
Learn about the open-ended sales questions that you can ask to get your prospects talking
Learn about the sales and marketing qualified leads and what is the right way to pass them from the marketing team to the sales team
Learn how to overcome your prospects’ resistance
Learn about various buyer personas and how can you customize your selling style to appeal to them
Explore the concept of buyer-first selling and how it helps improve your sales
Published on Sat Jul 9 2022