Always Be Closing sounds like a high-pressure sales tactic. It brings to mind the Alec Baldwin character in the 1992 film, Glengarry Glen Ross, berating his sales team ”Coffee is for Closers”. But A-B-C is really just a reminder to ask for the order. And once the order is in hand, to invite the buyer to take the next step.
Online, asking for the order can be as simple as placing a “BUY NOW” button where the user can easily find it and navigate through to check out. What’s next?
The next step might be an offer to add something to the shopping cart on check out. Many retailers (DSW, TJMaxx) load the checkout aisle with last minute impulse items. Retailers will collect an email, offer a credit card or a frequent shopper club.
An offer at check out can be an “Extra” or a “Promise”. Extra = purchase an additional something. Promise = agree to do something
On the railroad, an Extra, or “UpSell” could be something like a wine glass or a T-shirt. ice cream, chocolates, a box lunch. Or, an experience: eg. a mine tour, museum pass, zip-line. Even a convenience or privilege such as pre-paid parking, preferred waiting area access. A “Promise” is an agreement to do something. For example: Subscribe, Join, Volunteer, Donate. Each of these actions can be the initial step in building a longer-term relationship.
Extras and Promises can increase the transaction value/gross sales revenue. Promises kept extend the relationship with the buyer into the future where you can again ask for the order.
Effort and expense were invested into selling the first ticket, perhaps through paid advertising, social media posts, emails, brochures, telephone calls. Increase your return on investment by knowing your A-B-C’s.