Always Be connecting → Knox Keith

Always Be Connecting
Not Selling. Not Pitching. Not Closing.
Just… Connecting.

A friend recently commented, “Always be networking” on a previous post. It reminded me of that iconic scene in Glengarry Glen Ross – the one where Alec Baldwin is shouting:

“A-B-C. Always. Be. Closing.”

But in today’s world? That’s not how trust is built. That’s not how opportunity finds you.

My version?
A-B-C = Always Be Connecting.

And I mean it. Because I’ve lived it.

Let me tell you what connecting, not closing, has looked like for me:

A Facebook comment congratulating a friend on her new job… turned into a 10-year client relationship with one of the world’s largest companies.
Staying active on LinkedIn – posting, commenting, adding value – brought in an unsolicited call from a headhunter working for Michael Dell. That led to a 6-figure engagement.
A few random conversations with a guy I went to summer camp with… and 12 months later, a 4-year contract with a company that competes with GE.
And my favorite? A dad I met during a “help us build a school garden” event when my kid was in pre-K. That small talk turned into another 6-figure project.

In none of these scenarios was I trying to sell. I wasn’t out pitching. I wasn’t chasing.
I was just present. Curious. Open.

You have to show up before you show off.

As Sam Demma writes in his book Empty Your Backpack: “When we change what we believe about ourselves, we change our entire life.”

And I’d add – when we change what we believe about connecting, we open the door to unexpected brilliance.

I say this a lot (and I mean it):

“Random conversations can lead to brilliant things.”
— me 😉

And yes, I still run it through the Strategic Effects framework I teach:

Observe. Who are they? What are they working on?
Orient. What matters to them? What pressures are they facing?
Analyze. Where might your expertise align? Could there be alignment down the road?
Act. When the moment’s right, make a move – not a pitch.

Bottom line?

➡️ Be able to explain what you do — simply.
➡️ Learn to listen more than you talk.
➡️ Don’t try to “close.” Just try to connect.

Because in the long run, that’s what builds business.
That’s what builds a reputation.
That’s what builds a life.

So yeah…
Forget “Always Be Closing.”
Always. Be. Connecting.

And yes – ☕ you can still have the coffee.

Always Be connecting

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