The New Sales ABCs: A Modern Guide to Sales Relationship Building

If you’ve ever worked in sales, you’ve probably heard the famous phrase: Always Be Closing. It comes from the 1992 movie Glengarry Glen Ross, where Alec Baldwin’s character drills this into a team of salesmen. "Coffee is for closers!" He rants. For years, this mantra shaped how people thought about selling: push harder, close faster, win at all costs.

Here’s the truth: those high-pressure tactics don’t work in today’s world. Buyers are more informed, more discerning, and less tolerant of pushy sales techniques. What they want is to feel seen, heard, and understood. This is where sales relationship building comes in.

That’s why I wrote The New Sales ABCs, a short, practical eBook you can download for free.

In it, I share a modern take on the ABCs of sales:

• Always Be Crafting – Align your message with what you truly believe in, so you sell with authenticity.

• Always Be Connecting – Build relationships that make people feel valued and understood.

• Always Be Considering – Approach every interaction mindfully, with integrity and respect for the client’s time.

This updated framework doesn’t just help you close deals, it helps you create trust, build lasting partnerships, and position yourself as a go-to resource instead of a pushy salesperson.

I’ve spent more than 25 years in sales, closing billions in revenue, driving sales behind major investments (including a $95 million raise), and leading teams to breakthrough results. And if there’s one thing I’ve learned, it’s this: when you focus on crafting, connecting, and considering, closing becomes the natural outcome.

👉 Download your free copy of The New Sales ABCs here https://stan.store/JustBeMelody/p/get-my-new-sales-abcs-ebook-now, and start shifting how you sell today.