Always be opening

"Always Be Closing" used to be a thing.  But in a world where clients are super connected, and allergic to the hard sell, clinging to old-school sales tactics isn’t going to cut it.

The close is no longer the goal

Once upon a time, sales meant pushing people down a funnel and keeping up the pressure until they signed something.  Now? Around 75% of the buying journey happens before you even show up. By the time you get into a conversation - you have already been fully vetted, they have checked all the sources, stalked your competitors, and read the same reports you use in your pitch deck.  And if they’re smart they will have had AI do some deep research and pull together a comparative assessment.

They don’t need your sales process. They need you and your unique perspective.

The day 1 consideration set

Buyers come armed with data, opinions, and peer reviews. They’re not waiting to be convinced - they’re comparing and selecting from a shortlist they already have.

A joint study by Google and Bain found that 92% of B2B buyers ultimately purchase from vendors already on their Day-1 list. You have really got to be in it to win it.

From closing to opening

It’s about building momentum, not pressure. You’re creating space for opportunity- through relevance, credibility, and actual value.

Dan Sullivan’s “Always Be the Buyer” mindset nails it: be the one with the criteria, not the pitch. Set your standards. Let them qualify for you.

Three ways to start opening:

1. Be clear about who you’re for
   Vague offers attract vague interest. Define your ownable market—the clients you want to work with, who value what you bring, and who are ready for the kind of transformation you deliver. Nail your Ideal Client Profile. Then go deeper. Build out personas based on real-world nuance—not just job titles, but motivations, frustrations, decision dynamics. The sharper the picture, the easier it is to cut through.

2. Speak to them - and do It in public forums
   Once you know who you’re for, talk to them like they’re in the room. Use their language. Surface the questions they’re already asking. Share points of view that challenge, reassure, or reframe. And don’t bury it in a private pitch - say it out loud, on LinkedIn, on podcasts, in keynote slides. When your ideal clients see themselves reflected in your thinking, they will take notice.
   
   

3. Design for relevance, not reach
   You’re not trying to “go viral.” You’re trying to get noticed by the decision-makers who matter. Create content and conversations that speak directly to their world. Build gravity, not noise: a clear point of view, well-articulated frameworks, and practical provocations that stick with them long after the scroll ends.
   

Why now?

Because AI can make all this radically easier, faster, and more precise. From building hyper-specific Ideal Client Profiles to staying current on shifting market dynamics, AI gives you the tools to go deeper - understanding more about your buyers, their context, and the challenges they’re actually facing. It helps you move beyond assumptions, crafting messaging that’s timely, relevant, and grounded in what really matters to them. Less guesswork. More traction.