You’ve heard the words behind the ABC acronym before – Always Be Closing, as the popular interpretation goes. For some, it’s a mission statement, even a way of life. But what does it really mean? All of the emphasis in this version of ABC points to closing. The sale is the end-all of the entire marketing interaction, and everything else is secondary, if it registers at all. Close one deal, don’t look back, and move right along to the next one. As long as the cycle keeps churning, everyone’s happy… right?