For many years I’ve heard the term ABC when it comes to selling –Always Be Closing.

Over the years I’ve taught this very thing to many sales people. However, like you I have noticed that there is a change happening in how:

  • We purchase
  • What makes us want to purchase and
  • How often we purchase

We must realise we are living in a world that is developing at a very fast rate. The internet has created a level ground for companies to compete at an extraordinary level regardless of their size. Brand awareness through marketing is huge and we’re exposed every day of our life.

I understand the logic of ABC in sales – Always Be Closing. But I also see how our logic in thinking should change in order to capture the benefits this world has to offer.

In the sense of success, what’s got us here may no longer be what is needed to ensure we keep our position of authority in the marketplace in the future. Therefore, I would like to suggest ‘out with the old and in with the new’ when it comes to the ABC of sales.

Today’s ABC should change in order to enjoy greater success in sales. The ABC should now be ‘Always Be Connecting.’

Your ability to connect will determine your level of success. On a scale of 1-10, 10 being outstanding, how would you rate yourself as a person who connects with others?

When it comes to sales, no one wants to be sold to; however, we all like to be helped. We prefer to buy something rather than be sold something.

The fine art of connecting is your secret source for success. The more you connect with your network, the greater your impact will be. When we realise that our network determines our net worth, it is crucial that we don’t just send out marketing messages to our network; rather we learn the fine art of connecting.

Let me share with you three principles I train those in the sales profession.  


The best way to have people wanting to connect with you is for you to connect with them first. You go first. Forget yourself, focus on the other person.

Be totally and genuinely interested in them. Ask them questions about themselves. We all like to talk about ourselves; therefore, let them speak. Resist the temptation. Resist the temptation of trying to impress them. They don’t need to know the A-Z of all your successes.


Listening is a learnable skill. It takes time and effort. We all like to be listened to; therefore, if you are to become a ‘master’ at connecting, you must learn to listen at a whole new level.

What do I mean by this? Often people listen, but they are listening for the wrong thing. They’re listening for a gap in what is being said so they can speak next.

In fact, even before the other person has finished talking, they have stopped listening and are now preparing their answer! Do you ever do that?

What we should be listening to, where our focus should be is them and what we are hearing them say.

Keep in mind, listening and hearing are two different things. How often have you heard, “You’re not listening to what I’m saying?” or, “You’re not hearing what I’m saying.”

We all want to be heard, it makes us feel as though we have been listened to. Let me share one practical thing I do to show that I’ve listened.

At the end of the conversation or as a follow up e-mail I share something along the lines of, “I really enjoyed hearing from you.” or, “I really enjoyed hearing your story.” This is something powerful and confirming.

Ralph Emerson said it so well – “In my walks every man I met is my superior in some way, and in that I learn from him.”


None of us like to be sold to; however, we all like to be helped. How often have you purchased something because you believed it would help you become quicker, smarter, etc.?

In your profession, how can you develop your helpful abilities? Your ability to help others will determine how many people will use your service. This way you will position yourself to become a person of influence as people turn to you for help and advice.

In such a crowded marketplace, it is easy to understand why people can get confused when making choices. There is no better time than now to rise up and be seen as a person of influence and authority, one who can help another with their buying decision.

As I conclude this blog, you can see the huge importance of connecting. In one of the training courses I present – ‘Everyone Communicates Few Connect’ I teach the 5 principles and 5 practices of how to stand out from the crowd when it comes to selling your services.

To read an earlier blog I posted about this this click HERE

As you connect with others, they will connect with you. Go first. Be genuinely interested in them instead of just being interesting. Listen to what they said, hear their need and then provide them with a helpful solution that they need which only you can provide for them.

Always Be Connecting.

Tony Lynch is a International business and leadership coach. He has been featured by INC in the ‘100 Great Leadership Speakers For Your Next Conference’ as well as being a recognised TEDx Speaker.

Through his coaching and training he helps his clients to create competitive advantage, which increases productivity, engagement and profitability.