Depends on your product. If you're radio shack, sure, always be closing. If you're selling me an essential component of my business, and I expect to have a long term relationship with you... concentrate on the relationship and trust.
I worked for a small startup that won a HUGE contract because the big guy stopped supporting them to their satisfaction. We twisted over backwards to support their needs and they liked that.
Agreed with the sentiment that there are different kinds of clients/opportunities and sales cycles. However the idea specifically in ABC is the 'close'. 'Closing' is the act of securing payment from an entity. I've seen a lot of 'sales guys' who talk about how hard they're selling. But ultimately getting the money into your bank account is the real goal. Everything else is derivative.
Loosely quoting Eli Goldratt, "Until the money is in your bank account and there is no possibility of having to refund it to the customer, you have not made the sale."
Hah, we're living that right now. Big guy got bought, raised prices and removed features. Previously happy customers start looking around, find us (and others, of course).
Over the top support and flexibility are things smallcos can offer to outcompete bigcos with more $$$ and people.
I worked for a small startup that won a HUGE contract because the big guy stopped supporting them to their satisfaction. We twisted over backwards to support their needs and they liked that.