Always Be Closing? Or Always Be Serving?

Everyone knows the line. Always Be Closing.
Say it fast. Say it loud. Say it like you mean it.

But here’s the truth no one wants to admit
That mindset, breaks trust.
It turns people into targets.
It makes your pipeline feel more like a pressure cooker than a path to partnership.

Because if you're always closing, who are you listening to?
If you're always pitching, what are you learning?

Here’s a better way:
Always Be Serving.

• Ask better questions.
• Understand what matters.
• Make it safe to be real.
  

When people feel seen, they lean in. When they feel sold to, they pull away.

Great service builds great business. Not through manipulation, but through momentum. Not by chasing the close, but by earning the next conversation.

Here’s the secret no one tells you:
If you know how to open, you don’t have to close.
If you start the right way
With trust.
With curiosity.
With care.
Then the rest takes care of itself. Because service is magnetic. It creates trust. It builds reputation. And it travels farther than any script ever could.

So, no!
You don’t need to Always Be Closing. You need to always be the kind of person they’re glad they met. That’s how you grow a business worth trusting. And worth keeping.

In all that we do, let us seek wisdom, discipline, courage & justice.

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