By Steve Adubato, PhD

In the world of traditional sales coaching and training there is an old adage that we should “always be closing.” Those who advocate this so-called “ABC” philosophy believe that if you are not closing, you are not doing your job. However, this narrow and sometimes dangerous approach to sales misses the mark on many levels. Nobody likes the hard sell, which is why those who believe in this “always be closing” philosophy are so irritating.

Consider a more productive “ABC” approach, which is “always be communicating.” I am not the first communication coach to advocate this philosophy, however, many sales people still don’t understand its value, much less practice it. “Always be communicating” means that we should be doing things on a daily basis that builds stronger relationships with key stakeholders, which includes existing clients and customers as well as prospects.

First, it is important to identify who you have to communicate with. Make a list of these key stakeholders in priority order. I recommend that you start with your top 10 and then build from there. Make sure you put these key names into your electronic database so that they are easily accessible to you on both your BlackBerry and/or your cell phone. Make sure you can e-mail them in an instant or call them at any time. As readers of this column know, my approach to fostering relationships largely revolves around the building of trust.

Further, the way we communicate in this arena goes well beyond just what we say. It also includes what we do. Like any meaningful relationship you have to consistently invest in it. Consider a long-time friend who you haven’t spoken to in a year or more. That communicates the message that you don’t care that much. It doesn’t matter how busy you are, you can always find time to reach out and ask how someone is doing or what is going on in their world. The same thing is true in business with our key stakeholders. Make sure you reach out at least on a monthly basis to check in.

If you read an article or get news that a stakeholder’s world has been impacted in some significant way, it is important that you ask how you can help or offer advice. If the stakeholder has something positive happen, make sure you congratulate him. This can be done in many ways, while writing a personal note is still best. If you come across information that you feel could be helpful to a client, it is another opportunity to communicate. Forward a relevant article or survey that you know is relevant to their world with a cover note.

Too often, when we close a deal or make a sale, we move on to the next prospect. This is a wrong approach to selling and communicating. In fact, when the sale IS finally made, that is when the REAL communication and relationship building begins. By “touching” these key stakeholders on a regular basis and offering consistent value and service, it makes it so much easier to renew, if not expand upon, your current business arrangement. In these difficult economic times, one of the easiest things for people in business to do is to drop a vendor because they haven’t heard from you in a while or question how much value you bring to the table. Don’t let that happen to you. So, “always be communicating.” It can make a huge difference to your relationships and your bottom line. How do you communicate with your key stakeholders? Write to me at This email address is being protected from spambots. You need JavaScript enabled to view it.