Never be closing

In the 1992 film Glengarry Glen Ross, Alec Baldwin's character famously says "Always Be Closing," advocating a relentless, aggressive approach to finalizing business sales.

I'm here to advocate for the opposite approach. For my own business, as well as those of many of my clients who are business owners or freelancers, I often suggest a "Never Be Closing" approach (similar to something I learned from an old coach of mine, Toku McCree).

When our livelihood relies on sales rather than salary, we often become preoccupied with closing the sale. Even in support businesses like coaching, we subtly try to convince or manipulate someone into working with us. We make them feel some sense of lack that only we can fulfill. We instill them with fear about what might happen if they don't hire us. We send them a third follow-up email dangling a special discount rate or suggesting that time or space is running out.

Of course, there is often good intention behind these tactics. Most of us aren't snake oil salesmen. We craft products and services that we really believe can help. We believe "closing" is a necessary part of offering that help. We tell ourselves that once we get the nasty business of sales out of the way, then we can get on with truly supporting how we always intended.

The problem is that people can smell manipulation from a mile away. They know where they are being sold something. They know when you need or are trying to extract something from them. Likewise, they know when you are actually listening and truly there to support.

I don't have research or statistics to back this claim. But I choose to believe that simply connecting with and supporting people is the best way to get clients and sales. Of course, you have to let them know about your services, but you don't need to sell anyone on anything. Very practically and tangibly, people want to work with people they trust and have a real relationship with. People are naturally averse to those who are manipulating or needing something from them.

But beyond the practical, I like to believe there's something deeper and more mysterious going on as well. I believe that when we are truly in service to those in our orbit and to the greater good, the universe provides everything we need. The universe knows when we are acting in full integrity and will come to our aid to support us.

There is a magic formula here: 1) Intentionally seek out and create ways to be in authentic connection and service, 2) Let go of the worry and neediness around the sale, and 3) Watch as business finds its way to you.