By Annie Pettit

One of most common acronyms you’ll hear among business developers is ABC – Always Be Closing. Always be finalizing a sale. Always be bringing in the bucks. Always be doing whatever needs to be done to close that deal.

Just as this goal is, the best goals are always actionable and measurable. But a goal of reeling in dollar bills on a fishing hook isn’t something that resonates with me. Instead of paying attention to the client and the solutions you can help them with, this goal seems to focus on the dollars.

Successful business deals are grounded in trusted relationships and genuine partnerships. These long-term partnerships allow you to better understand the nuances of a company, understand the long-term goals, and learn from past successes and failures so that you can propose solutions that are uniquely appropriate for them. Those long-term partnerships save time and energy, and allow you to create solutions that could never otherwise be dreamed of.  Long-term relationships that never truly close build trust and genuineness, and are better for both partners.

So stop trying to Always Be Closing. Instead, focus on Don’t Always Be Closing.