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Always Be Closing (ABC)


“Always Be Closing” (ABC) is a sales strategy term that emphasizes the importance of constantly looking for new prospects or pitching the company’s product or services with the intention of sealing deals. It encourages salespeople to take a persistent and aggressive approach toward sales. This phrase was popularized by the film “Glengarry Glen Ross” and is often used in sales training and motivational contexts.


The phonetic pronunciation for “Always Be Closing (ABC)” would be:Always – /ˈɔːlweɪz/Be – /biː/Closing – /ˈkloʊzɪŋ/ABC – /ˌeɪ.biːˈsiː/

Key Takeaways

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  1. Significance of Persistence: Always Be Closing (ABC) emphasizes the importance of being persistent in all sales processes. This means that you should always be driven, determined, and relentless in your pursuit of closing a sale.

  2. Importance of Communication Skills: To adhere to the ABC principle, an individual must possess robust communication skills. The ability to clearly articulate the features and benefits of a product or service is crucial in convincing potential customers to make a purchase.

  3. Focus on the End Goal: ABC is centered on the idea that every conversation should be steered towards making a sale. Thus, it encourages focusing on the end goal throughout all interactions with potential customers. This requires salespeople to be strategic and impactful in their conversations.



The term “Always Be Closing” (ABC) is crucial in the field of business and finance because it emphasizes the importance of persistent sales efforts to achieve success. This term, popularized in sales-focused industries, asserts that a successful businessperson or salesperson should always be working toward concluding a deal or transaction, never missing any opportunity to ‘close’. It highlights the idea that every interaction with a potential client should be purposeful and should progress towards securing a sale. This approach can drive revenue, maximize efficiency, and improve business performance. Missteps or delays in closing can lead to missed opportunities and lost sales, thus reinforcing the importance of the ABC principle in a fiercely competitive business environment.


“Always Be Closing” (ABC) is a classic yet influential strategy in the field of sales that encourages consistent and continuous effort towards making a deal. It is used as a mantra by salespeople to stay focused on achieving their primary end-goal: closing deals. This approach not only emphasizes the final act of merchandising a product or service but also involves a culmination of a variety of activities needed to convert a lead to a client or a purchaser. Each interaction with a potential client, whether a call, meeting, presentation or follow-up, is conducted with the ultimate aim of making a sale. The primary purpose of the ABC strategy is to keep the sales force motivated and directed towards accomplishing sales targets. However, it also enables salespersons to improve their communication, negotiation, problem-solving, and persuasion skills, making it easier to convince prospective clients to purchase. It’s about nurturing relationships, gaining trust, and satisfying customer needs effectively, as each conversation or interaction with the customer should build towards the final sale. Consequently, this strategy aids businesses in achieving their financial objectives through increased sales.


1. Real Estate Sales: In the world of real estate, agents practice the “Always Be Closing” mindset for every client interaction. With each client meeting, property viewing, or call, they aim to advance the sale process a step further. They artfully phrase questions and present information in such a way that encourages the client to make a buying decision. They strive to generate a solid outcome from every encounter be it a booking for a viewing, a commitment to an offer, or the final close of the sale. 2. Retail Stores: Retail employees use the ABC methodology with every customer interaction. This could be recommending additional products that complement what is already in a customer’s basket (upselling), informing customers about current deals or promotions that may entice them to make a purchase, or closing a sale at the counter. The ultimate goal is to encourage the customer to make a purchase before they leave the store.3. Online E-commerce: In online businesses, the ABC approach could be reflected in the design of a company’s website. Clear call-to-actions, strategically placed product recommendations, simplified checkout process, easy navigation, and providing comprehensive product information aim to close the sales deal at the earliest. When customers receive follow-up emails after abandoning a cart, that’s another example of ‘always be closing’, pushing for conversion at every opportunity.

Frequently Asked Questions(FAQ)

What does the term Always Be Closing or ABC imply in the context of finance and business?

The term Always Be Closing (ABC) is a motivational phrase used in sales to remind people of the importance of constantly looking for new prospects or pitching existing ones in order to close a sale. It implies that a sales representative should always be in the mindset of finalizing the deal.2.

Where did the term Always Be Closing originate from?

It is a phrase made popular by Alec Baldwin’s character in the 1992 film Glengarry Glen Ross , an adaptation of the Pulitzer Prize-winning play written by David Mamet. The movie sheds light on the high-stress nature of the sales industry.3.

Is Always Be Closing a recommended strategy in modern sales?

Different sales experts have varying viewpoints on this. Some believe that the ‘ABC’ approach can sometimes be too aggressive or pushy and may not suit all customers or sales situations. On the other hand, being consistently proactive and focused on achieving sales results is crucial to success in most sales environments. 4.

How can the ‘Always Be Closing’ approach be applied effectively in sales?

In applying the ABC approach effectively, it is important to clearly understand the customer’s needs, build a strong relationship, and offer solutions that satisfy these needs. It also means keeping potential sales opportunities in mind, and steering every conversation towards agreement and action.5.

Does ‘Always Be Closing’ mean that one only focuses on making a sale?

Not necessarily. While the main goal is to close a sale, it also emphasizes the need for thorough customer engagement, persistent efforts, the ability to address objections, and creating win-win situations for both parties involved.6.

Is ‘Always Be Closing’ applicable in industries other than sales?

Yes, while it is predominantly associated with sales, the principle of ‘Always Be Closing’ can be applied to any role that involves negotiation or persuasion, such as finance, consulting, and even recruitment. 7.

Is it advisable to use ABC strategy in digital marketing or e-commerce too?

Yes, ABC strategy can be adapted to digital marketing and e-commerce. In this case, it might involve strategically leading a customer toward a purchase at every step of their online journey, from initial awareness and engagement, through consideration and decision-making, to final action.

Related Finance Terms

  • Lead Generation
  • Sales Funnel
  • Conversion Rate
  • Customer Retention
  • Revenue Growth

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