As a young, fresh from college and very wet behind the ears sales professional, I read my fair share of “how to” selling books.  Some were and are gems, like those by Neil Rackham, but most of them oozed oily sleaze from their very pages.  The gimmicks, the tricks, the techniques (i.e. how to lie effectively) abound.  Is it any wonder our profession has a bad rep?  I’d read things like “ABC – Always Be Closing,” but I couldn’t truly picture myself doing such a thing.  Was I supposed to “ask for the order” every time I talked to a prospect?  Really?

True learning, for me, came from personal experience (I had to find my own voice, my own style, my own confidence) and from the rare, but welcomed, opportunities to watch some truly outstanding sales professionals at work.  The best of these mentors for me was Harry Scott, co-founder of Carr Scott Software.  Harry’s company and mine sold complimentary software solutions, and from time to time I’d have the opportunity to team sell with Harry.  I remember being in awe.  Like most truly outstanding sales professionals, Harry’s charisma and intelligence are boundless and effortless, but what most impressed me, is that Harry is trusted and respected, and he is always in control of each interaction with the prospect.  If I can distill the magic into words it would be this – Harry always tells the prospect the truth, he is always professional, and in return, he expects them to respect the fact that the very existence of their relationship is centered on the prospect making a decision – to buy or not to buy.  In each and every interaction with a prospect, Harry would ask the prospect to commit to the next step down the path towards making a buy decision.

This is what “Always Be Closing” means.  Always be reminding your prospect that your relationship is a professional one which is focused on them making a yes or no purchase decision.  Each interaction should result in an affirmation from the prospect that they’re moving towards a buy decision with a mutually agreed upon next step.  If the prospect is dragging his or her feet about committing to a next step, don’t be afraid to ask if “we’re done.”  When they do commit to a next step, write it down, put it in your calendar, and be absolutely prompt in initiating that next step at the agreed upon time.   If you act like a professional, your prospect will treat you like a professional.  That is the science of Always Be Closing.  The art is learning how to do it so that it is a reasonable, effortless, friendly, polite, and expected part of each interaction.  Holding a prospect accountable for their role in the sales process is awkward for young sales people.  It only becomes effortless with practice, though if you ever have a chance to watch a Harry Scott at work, jump at the opportunity.  Listen, watch, imitate, and learn.