ABC Sales (Always Be Closing) is a classic sales approach that pushes reps to focus on closing the deal at every stage of the sales process. The idea is simple: no matter what you’re doing - pitching, prospecting, or handling objections - your end goal should always be to move the prospect closer to saying "yes."

The term became popular thanks to the film Glengarry Glen Ross, where it was delivered as a high-pressure, no-excuses mantra. And while that old-school “close at all costs” attitude worked in boiler room-style environments, it doesn’t quite fly in today’s B2B world.

These days, successful sales isn't just about pushing for a signature - it’s about building trust, solving real problems, and guiding prospects through the buying journey. So while “Always Be Closing” still has its place, many modern teams are leaning into a more updated take: “Always Be Helping.” Because the best way to close? Earn it.