Always-Be-Closing. This phrase has been around for a while and popularized by Alec Baldwin in the 1992 film Glengarry Glen Ross. However, selling in today’s world is different. Selling is more than just closing.

In today’s selling environment, multiple individuals influence a decision. Salespeople routinely meet with four and five decision-makers in one account. Research from the Corporate Executive Board found the average number of decision makers in B2B decisions is 5.4. Given the number of decision makers, the new ABCs of selling must be Always-Be-Collaborating.

Collaborating is a challenge because organizations have silos. Silos happen when departments or individuals view themselves as separate (isolated) from the rest of the organization. According to the American Management Association, 83% of executives say they have silos. Silos influence decision making. Silos cause decision-makers to think in terms of departmental objectives versus overall company goals.

Today’s salespeople need to be silo-busters. They must break down walls that separate functional areas. They must get people talking and interacting. Today’s salespeople must unite multiple decision makers with a common goal.

Few things unite a group like a common goal. The greatest teams in sports, classroom, or theater work toward a common goal. A common goal unifies. It encourages people to work together.

Salespeople establish a common goal with multiple decision makers by solving shared problems, creating a new opportunities, or changing the status quo. Whatever the goal, individuals will work together to accomplish it. A common goal inspires a team of individuals to unite their effort.

Collaboration is the key to selling with multiple decision makers. Collaboration is the key to surviving in today’s selling environment. Consider the following quote from Charles Darwin, “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.”

How will you collaborate and prevail?