The traditional "Always Be Closing" approach backfires because prospects resist being assumed ready to buy. Instead, start with "Always Be Disarming": use neutral language to lower resistance and build trust first, then become more assumptive as the conversation deepens.
You ever seen that movie, Glengarry Ross, where he talks about, "Put that coffee down, coffee's for closers." He says, "Always be closing." He's right, but let me tell you why that mentality is actually wrong in our day and age. Because when you get into a conversation and you say things like, "Hey, I'm so glad that you booked this call. I'm really excited to talk to you about XYZ, and I know that you had responded to the ad because you were interested in ABC," you're gonna have a lot of prospects that push back, especially if they're A-type. They're gonna be like, "Well, I didn't necessarily say I'm looking to buy yet. I just wanna look at what you have." And then the resistance goes up and then it's harder to sell. So I wanna use more neutral language in the beginning Because how much trust or credibility do you have in the first 2 to 3 or 4 minutes of any sales conversation? Zero. As I disarm the prospect and build that trust from where they are to where they want to be, I build that gap. There's more trust, there's more credibility. They feel that pain and I can get far more assumptive as I go. But if I assume the sale, if I always be closing from the very first words, I'm going to trigger a lot of sales resistance. So instead of the ABCs of closing, you're now going to follow the ABDs. Always be disarming.
