That "Always be closing" line was great in Glengarry Glen Ross - but that's not how social media works.
If you're only providing to your products and services on Facebook, you're going to lose your reach really quickly - you need to engage with your audience, ask questions, tell stories, be real.
If you're constantly pushing product, you'll never get the chance to be heard.
Instead of trusting Alec Baldwin, take the Gary Vaynerchuk approach - 'Jab, Jab, Jab, Right Hook'. It's an analogy for giving before you ask. 'Give, give, give, then sell'.
Additionally - not every holiday/happening is an opportunity to sell.