Always Be Closing Sales Approach: Definition And Tips

By Indeed Editorial Team

Published 14 October 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The ‘always be closing' approach allows sales professionals to attract customers as close to making the purchase as possible. This phrase can be helpful in finding potential customers and closing business deals. If you want to pursue a career in sales, then learning about this approach can help you enhance your strategies and methods of selling a product. In this article, we define this motivational sales strategy, highlight its importance, explain its components and share a few tips for effectively using this sales strategy.

What Is The ‘Always Be Closing' Sales Strategy?

‘Always be closing', often abbreviated as ABC, is a popular sales strategy that prioritises selling at all costs. The technique requires a sales professional to constantly adapt their approach to match the client and move them closer to a sale with everything they say. The approach can feel quite aggressive for the customer when improperly applied, making it a technique that requires a great deal of tact to be executed correctly.

The term 'closing' refers to the time when salespersons achieve their goals. A deal gets closed when the salesperson gets a commitment from their customers in the form of a signature or money. This closing strategy has three main components that revolve around prospects, pitch and sales.

Related: How Much Does A Sales Manager Make? (Salaries And Benefits)

What Is The Importance Of This Strategy In Sales?

Closing is the last step of the entire process of making a sale. Many sales professionals consider their customers as prospects which means they are potential buyers who can buy the products in the future. There are many tested and proven techniques that can help sales professionals successfully close a deal. These methods involve various steps such as generating leads and creating effective presentations of products.

The closing techniques are the strategies that force the deal to close even if the buyer hesitates to close the deal from their end. Closing a sale means that the company tracked a particular customer and used gathered information for future reference. From a customer side, closing the deal means that the company took care of all the promises and commitments.

Related: How To Improve Your Sales Skills: A Step-By-Step Guide

Does The ABC Sales Approach Work?

Many customers get interested in researching and finding more details about the product or service on their own. Sales professionals focus on bringing different parties involved in the deal closer. This strategy allows you to close all the commitments that lead to the final closing of the deal. When using this technique, you can use small steps to lock the deal and close it.

At each step, you can focus on directing customers towards making a purchase. If applied effectively, this method can be a strong approach to increasing sales. You can communicate with customers and move the sales process forward. Make sure you understand to what extent you can apply this strategy without annoying customers.

Related: How To Increase Sales Volume (With Tips And Steps)

Components Of This Sales Strategy

Here are the three main components of always be closing sales strategy:


Many sales professionals use the term ‘lead' to represent the buyer or the customer. Leads can be an individual or a small company or a group of people. Companies often use an inbound marketing process to attract customers to the products or services they offer. They use various strategies to make those leads buy their products. Here are some methods in inbound marketing that you can use to generate leads:

  • Finding prospects using social media platforms

  • Getting referrals of new customers from existing customers

  • Contacting professionals in the personal network to find potential leads

  • Attending seminars and events to meet new people

  • Contacting the leads from old, cancelled or rejected deals

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Sales pitch

Generating a lead is the first step in a sales process. In the next step, salespersons focus on setting up an appointment so that they can convey important features of a product to the customer. A sales pitch involves convincing a prospect and educating them about the benefits and uniqueness of the products they are going to buy. A perfect sales pitch can help prospects believe in your products. Here are some effective tips for pitching a sale to a prospect:

  • Look for the issues and problems of prospects you can solve.

  • Stick to providing information about the product and how it can be beneficial for them.

  • Ask for customer feedback and improve your product features accordingly.

  • Be open to rejections.

  • Build a connection with the prospect by showing empathy and understanding their point of view about the product.

Closing the deal

Closing is the final step to putting the sale process to an end. You can divide the entire sale process into different steps and then make sure that the prospect agrees and completes every step. Some effective closing techniques that sales representatives can use to close a deal include visualisation close, assumptive close, question close, now or never close and urgency close. While closing a deal, sales professionals use some phrases to close the sales deal. Here are some common examples of phrases:

  • 'Let us move forward. I can send you the paperwork right now.'

  • 'Are you happy with the way we are proceeding with the deal?'

  • 'Is there any reason, if we gave you the product at this rate, that you would not do business with our company?'

  • 'I think this product would be a great fit for your company. What do you think?'

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Tips To Effectively Close Sales

Here are some helpful tips that you can consider while approaching the prospects and discussing the product description:

Research your customers

Before preparing your sales pitch, research and survey your customers. You can also allow customers to provide feedback about your products and services. Use this data to improve your products and add new features to them.

Focus on positive outcomes

When selling a product or service to customers, you can keep the conversation focused on positive outcomes. Consider highlighting the important benefits of products and how you can solve the problems of customers. Provide solutions that are effective and better than the competitor products.

Related: What Is Inside Sales (Including Advantages And Disadvantages)

Prepare your answers

Customers may ask questions to check if your product can fulfil their requirements. You can prepare helpful answers to the most common concerns of customers. Consider responding naturally while answering to customers.

Customise your sales approach

You can benefit from customising your sales approach for specific customers. Avoid using prepared answers as a script. You can consider the requirements and problems of a customer and change your answer accordingly. Be flexible and prepare multiple pitches for different clients.

Build long-term relationships

By developing long-term relationships, you can improve the sales of your business. Many companies target their old customers and convince them to buy their products again. It can be easier to make a sale to a customer who already knows the features of your products. It can also be less expensive to close a sales deal with existing customers.

Related: How To Write A Sales Letter (With Format, Examples And Tips)

Example Of This Approach

Here is an example that can help you understand this approach:

Sumit is a yoga instructor who wants to increase the number of students in his yoga school. He offers a free trial feature to attract new students. The offer includes five days of free yoga training. The goal of this offer is to convince students to sign up for a membership at his school. He uses the ‘ABC approach whenever a student completes the free trial class.

When new students arrive at the front desk, they get an option to either join the free trial period or directly sign up for the membership. He offers students a waiver in the registration fee if they sign up directly without joining the free trial. This can allow him to turn the trial into a sale. By using this approach, he can communicate with students who joined the trial period and discuss their experiences.

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