It is a sales strategy made famous by the movie “Glengarry Glen Ross” and is rooted behind the idea that every step a sales rep takes throughout the sales process should be aimed towards closing a sale. Neil Rackham found in his research that led to the book SPIN Selling, that using sales techniques supported by the “Always be Closing” mantra reduces sales when selling a complexed item or service. So, while it may work for small transactional sales, this approach is not effective in the more complexed world of B2B sales.

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