ABC (Always Be Closing)

ABC, short for "Always Be Closing," is a catchphrase that was once a cornerstone in the sales industry, particularly during the 1990s. This approach emphasized the significance of constantly striving to seal a deal, no matter what. However, as sales strategies evolved in the digital age, the effectiveness of ABC has shifted.


ABC, or "Always Be Closing," is a sales approach that emphasizes the continuous pursuit of closing deals, considering it the primary objective of the sales process.

Key Concepts:

  • Constant Pursuit of Closing: ABC emphasizes the importance of always being in "closing mode," where every interaction with a prospect is viewed as an opportunity to seal a deal.
  • High-Pressure Sales Tactics: Historically, ABC relied on high-pressure, aggressive sales pitches to persuade prospects to make a purchase.
  • Evolution of Sales Strategies: With changing customer behaviors and preferences, the effectiveness of ABC has diminished, leading to a shift towards more consultative and relationship-oriented sales approaches.


  • Closing Deals: ABC focuses on driving immediate sales and revenue by prioritizing the closing of deals.
  • Sense of Urgency: The constant pursuit of closing can create a sense of urgency among sales representatives, motivating them to stay proactive.
  • Historical Significance: ABC served as a foundational principle in the sales industry, highlighting the importance of persistence and determination in driving sales success.

Best Practices:

  • Adaptability: Recognize the evolving landscape of sales and adapt strategies accordingly to align with modern customer preferences.
  • Relationship Building: Prioritize building meaningful relationships with prospects and customers, focusing on understanding their needs and offering tailored solutions.
  • Balanced Approach: While closing deals remains important, balance it with a more holistic approach that values long-term customer satisfaction and retention.


ABC, or "Always Be Closing," was once a prominent sales approach that emphasized the constant pursuit of closing deals. However, as customer behaviors and preferences evolved in the digital age, the effectiveness of this strategy has diminished. While closing deals remains an essential component of sales, it is now viewed within the context of a more consultative, relationship-oriented approach. Understanding the evolution of sales strategies is crucial for sales professionals to adapt and thrive in today's dynamic business environment.

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