Always Be Closing (ABC) is a mantra used in the sales world, indicating that a seller should always be in the mindset of closing deals, using whatever tactics are required.

The term is one of the catchall quotations that sales managers often use to motivate their team and press on the importance of being inseparable from prospects. It serves as a reminder that every step a salesperson takes should be with the sole intention of moving the lead toward a close.

However, besides being persistent, ABC of sales is also about the salesperson knowing when to cut the losses and move ahead with the next prospect. But, the way modern sales are done is continually evolving. And, sales closing lines that were once effective may not even work today. 

the state of sales

Besides, when buyers have countless options today, does this approach even work?

Read on to find out!

What do you mean by the term ABC

ABC is a motivating term that translates to “Always Be Closing” and is often used by sales managers to motivate their team. It means that a salesperson should make sure that a lead is always converted to a client/customer as long as the sales personnel is in conversation with the prospect they are closing the deal. 

Although, this approach is no longer as practical as in the ’80s because customers today have more choices and information than ever before. Just as the way times have evolved, so have the ABCs. 


Attunement is the ability to get out of your own head and get inside the client's head you're trying to persuade. It's not about compulsion; it's about seeing through their eyes. This perspective-taking skill requires you to understand where a person's coming from, acknowledge what they're saying, and accept their point of view. 


As a seller, you will likely hear “no” more often than “yes.” To grow into a better sales professional, you'll have to equip yourself to deal with rejection, be more buoyant, and thus be ready to bounce back after any rejection.


It means shifting from problem-solving to problem-finding. Besides, part of providing clarity as a salesperson hinges on being an expert on contextualizing transactional issues.

How to get more leads?

In life, not just Sales but with any work that one does, they should never forget to work at a level that they want to get to, not just the level they are at now. If one keeps working at the same pace and does not challenge themselves, they will not grow as either a person or a salesperson.

Besides, it's not always easy to be the best salesperson. Now one might ask, what makes someone the best Salesperson? The best salesperson makes the most money. If you are not making money, you are not the best. 

To be the best, sometimes one will have to make tough decisions. This is why it is essential to prepare beforehand. There are three situations that a salesperson will always find themselves in a sales deal; pre-sales, sales pitch, and follow-up.

This blog post is all about sales and how to do it effectively to always stay on the top of their game. 


Without leads, one is nobody in sales. Now the most obvious way to solve this problem is to go out and start working on it. 

So in the pre-sales part of a salesperson, they need to go out there and start looking for leads. This could be done by cold calling, knocking on doors, sending out mass marketing emails, or other marketing campaigns. 

After the right preparation is taken to get the mindset right, the salesperson needs to remember that they need to have their attention within the first couple seconds during the call or meet with the lead. To keep a record of everything, you can also go with call tracking option. 

People are attracted to three things: the product/service you are selling, the time it will require for their involvement, and the price. If the lead claims that they do not have time, they are lying as everybody has time for something they want to do. Keep asking questions to know your customer, identify what they want/are looking for, and then give it to them.


From the beginning, the salesperson needs to make sure that the lead knows that the salesperson is sharp and knows exactly what they are talking about. If the lead feels even for a second that they are wasting their time, they will leave immediately from the meeting. 

This is why it is paramount not to beat around the bush and stay strictly to the point. The salesperson should be enthusiastic towards the topic but with positive passion, not fake the energy. One should not oversell their enthusiasm. The leads need to feel that they are talking to someone who is an expert in this field. 

Besides, here are a few other things that the salesperson should take care of concerning how to communicate with a client:

  • The aura given by the salesperson should be of authority; the lead needs to feel like they can trust this salesperson. A salesperson should not even attend a single meeting with a lead without thorough knowledge on the topic (including market research).
  • The tone of one's voice plays a significant role when it comes to the lead trusting the salesperson. The same goes for body language if it is an in-person call. One cannot sell something that they do not believe in. Tones in one voice show the listener if the speaker is being honest or putting on a show.
  • Do not be over-excited! Talk like it is a conversation. Normal voice, and it has to be smooth as silk in calming nature. 
  • Ask lots of questions, and remember, a good salesperson will never show that they are in control of the entire conversation. They want the lead to feel like they are in control, so the lead should be doing the talking.
  • While in conversation, the lead needs to feel that the salesperson cares about them. The lead will be able to tell if there is any fake behavior. 
  • The best salesperson knows how to read the room and fit in. To the lead, it needs to look like the salesperson is on their team and has faced similar obstacles themselves.
  • The salesperson needs to get deep into the root problem by asking questions. The lead needs to be asked what they need and what kind of value they are looking for. 
  • The sales pitch needs to be tailored to make the product/service fit perfectly like a puzzle piece into the lead's problem statement. If the salesperson does all the talking and just tries to “sell” the product/service, it seems like they are shoving the idea down the lead’s throat. 
  • The smart salesperson knows how to weed out their leads. There is no point in selling a table to a person who is not willing to buy. 
  • One can upsell, but if the client neither needs one nor wants one, it is best for the salesperson not to waste their time. Instead, that time should be spent on talking to more leads.


Lastly, sales teams are not meeting targets or not closing more deals because of the lack of follow-up. 

The salesperson needs to condense their calendar and organize their CRM. A CRM like HubSpot can really help one get organized in terms of setting up their business, reminders, and keeping track of follow-ups using the HubSpot Sales tool. The salesperson needs to mix up their strategies. 

In this digital era, the salesperson needs to follow up via phone calls, emails, direct visits, or online meets. Follow-ups are critical in making sure a lead does not forget about the pitch. The lead needs to remember the face and the entire experience. As there is no binding contract, the lead can jump to competitors anytime. Until you’ve received either a wet signature or an electronic signature to finalize the deal, you’ll need to maintain this effective communication.

The Bottom Line

There you go, folks! That was all about ABC of sales.

Note that once there are enough leads in the system, that is when the real task starts. 

Practice is everything. Even one day of being out of the game can throw a salesperson off their character. Every day, learn, train, and grow. The day one gives up learning is the day one stops growing.

And, once a lead is converted into a customer, it is essential to keep a note of what worked and what did not. Also, it is important not to over-commit as the world is a tiny place, and if the words get around that the Salesperson is not a person of their words, this can definitely lead to a lot of bad publicity. 

Remember, the ABCs of Sales starts with a mindset. This leads to training, then the execution, and finally the follow-through. Not a single step should be missed, and in every single situation, a keen eye for detail can go a long way. 

Frequently Asked Questions

To close sales deals faster, focus on qualified leads, understand customer needs, build trust, showcase social proof, proactively address objections, create a sense of urgency, streamline the buying process, follow up promptly, and utilize sales technology for efficiency. These strategies help expedite the sales process and improve conversion rates.

In Daniel H. Pink's book “To Sell Is Human,” the ABCs of sales represent Attunement, Buoyancy, and Clarity. Attunement involves understanding the customer's perspective, Buoyancy relates to maintaining a positive mindset in the face of challenges, and Clarity is the ability to convey the value of your product or service clearly. These attributes are considered vital for achieving success in sales and fostering strong client connections.

The ABCs of closing a deal in sales are represented as Always Be Closing (ABC). It emphasizes the continual effort to guide prospects towards making a purchase or commitment throughout the sales process. Focus on highlighting the benefits of your product or service and, in the end, ask for the sale or commitment, effectively closing the deal.

Closing skills in sales refer to the techniques and abilities used by sales professionals to persuade and prompt potential customers to make a buying decision. These skills involve strategies like objection handling, persuasive communication, creating urgency, and addressing concerns. The ultimate goal is to lead the prospect to take action, such as making a purchase or agreeing to a commitment, thereby closing the deal and achieving sales success.

Editor: Richa Sharma