IT Solutions Providers: Forget Your ABCs (Always Be Closing)

By Gil Cargill, Sales Acceleration Coach

The title of this article refers to a cliché from the old school of selling. “Always Be Closing” was actually made famous in the movie Glengarry Glen Ross (1992). As a sales strategy, it worked very well at one point in time. But, those times have come and gone.

Today’s buyer is much more sophisticated than they were in those days. It’s very difficult, probably impossible, and certainly unethical to manipulate a buyer into buying as they characters did in the aforementioned movie. Today’s buyer, regardless of what you sell, has the ability to do far more research.

As a matter of fact, depending on which source you look at, anywhere between 85 and 90+ percent of the decision-making process is done by the buyer while they are conducting their pre-purchase research on the Web. Some studies indicate that the buyers are virtually sold, on one product versus another, before contact with a salesperson is established.

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