Always Be Nurturing
ABC. Always Be Closing. Alec Baldwin’s character, Blake, said it in the speech from Glengarry Glen Ross that this blog takes its title from. But what does it mean really? How can we Always Be Closing?
Taken at face value, Blake’s comment was pure braggadocio. The assumption being that his keen super powered sales mind was able to discern every action that leads to a close, and every action that does not. If, like him, you can see that, simply do that which will lead to a close, and do not that which will not. But this part of his “pep talk” was hardly any help at all. If his audience had his ability, they would have his sales record, and they would not need a pep talk.
That was a different time. And a different type of sales than most of us are engaged in. Always Be Closing takes on a less mythical meaning in the age of the internet. With strategic, relevant, and most importantly automated communication to your leads, you can Always Be Closing by keeping your name in front of customers until the moment when they are ready to buy. Research shows that as much as 40%-50% of leads will close eventually. Those leads which don’t close right away are too often passed over by salespersons in search of a quick close. Does this make sense, when nurturing these leads will lead to a close almost half the time? Is the only thing standing between you closing these leads a lead management solution with smart email capabilities?
Always Be Closing still means close the deal you have on the phone right now. But to close as many as 50% of your leads, Always Be Nurturing might be even more profitable advice.
