Debunking The “ABC” Myth

ABC, Always Be Closing, is another sales myth that is perpetuated…and often taught in sales training programs. The reality is that buyers hate being “closed” for several reasons:

• They have been “closed” so frequently that they know what’s happening and they resent the manipulation implicit in the close.
• They don’t like being pressed for a decision before they’re ready to buy.
• The salesperson appears hungry which triggers a concern that the salesperson may be more interested in making the sale than in seeing that the buyer’s needs are met.

These reactions to a close indicate the folly of the ABC myth.

Not Alone

It’s not just me who feels this way. I had lunch with someone who, as a salesperson, landed multi-million dollar deals and, as sales manager, helped his salespeople effect similar results. We had both just been in a presentation where the speaker touted ABC. I asked him, do you close? He said “never.” I don’t either.

It turns out that both he and I strive to:

• Gain clarity about what the customer wants.
• Determine whether or not we can help them achieve what they desire.
• Demonstrate how we can help them achieve their goal.
• Wait for a buying signal.

With this approach, we:

• Never appear hungry.
• Demonstrate a genuine interest in helping the prospect.
• Readily earn the trust of the prospect.
• State that we don’t have the solution when we realize that we don’t.
• Often gain a customer even though there are lower-price alternatives available.

That’s a lot of benefit from avoiding “conventional sales wisdom.”

Takeaway

I don’t recall the source of this bit of wisdom, but the person said people don’t want to be sold, they want to buy. Stop trying to sell. Instead, wait for a buying signal. Both they and you will be happier with the outcome.

If you enjoyed this insight, please share it with friends and colleagues. They’ll appreciate that you’re thinking of them.

Resources

For a complete overview of Greater Profit/Fewer Sales concepts, check out Dale’s books, Pricing for Profit and Generate Greater Profit With Fewer Sales:

Even More Profitable training programs assure that your organization enjoys the benefits of being a Greater Profit/Fewer Sales organization.