Always Be Closing
One of the cult classic salesperson movies is Glengarry Glen Ross, the story of a four person real estate sales team in Chicago desperate to sell to any buyer at any cost. One of the most quoted mantras emerging from that movie came from Blake, the hot shot from Downtown (played by Alec Baldwin), who harangued the struggling team with “ABC–Always Be Closing, ALWAYS BE CLOSING!”
Many in sales carry this attitude with them daily, ready to pounce on any and every opportunity. Now, for those in in-home or one-call-close situations, yes, this will apply. However, for the majority of sales and business people, it is more about finding opportunities that need cultivation and letting the world know they can help. This leads us to ABM–Always Be Marketing!
Isn’t that really the answer? If you have identified your target prospects and marketed successfully to your list, you should gain enough traction and spark up enough interest (if you have a viable solution) to always be closing–that is, always be showing your prospect how you can help, that they NEED your help, and what BENEFIT they’ll gain from your help. The mistake we sometimes make is honing those sales closing skills without pinpointing how we are going to let this group know about us.
So, figure out the best ways to reach your target. Email? Direct mail? Walk in? Video conference? And then execute the plan with an effective and concise message. And by keeping this message in front of decision makers in your target market segment, you will make Blake proud. You will always be closing!
What do you think? What do you do to always be marketing?
And, yes, feel free to post your favorite line from the movie!
David is also Managing Principal of Spendown Finance, a small & midsize business funding company in Richmond, VA.
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