In 1992, the sales-themed movie Glengarry Glen Ross probably created the most over-hyped sales slogan ever repeated – “Always be closing” (ABC).

That may have worked in the ’90s, but the game of sales has changed.

The days of ABC are gone.

Today, the price your customer will pay is a reflection of the VALUE you create.

ABC is now ABV: Always Bring Value.

I want you to be thinking about this in every sales conversation you have. It is always about bringing value to your clients and networks.

Warning: You will still find old old-school salespeople sprouting out the “always be closing” mantra. Ignore them and beat them to the sale.