Most equipment is wired clockwise, and equipment with multiple motors are also clockwise. It the case with AC units, or elevators you could damage the equipment by reversing it, even for a short time. And yes, it would be A-B-C to L1-L2-L3, although you should always check. Most 3-phase equipment will have an arrow on or near the motor. If not, it would be clockwise as you are looking from the back of the motor at the shaft. For the most part, I won't start equipment, I let the responsible party do that, I just provide clockwise. And if doing a service or panel change I check to see what it is before I demo, then provide the same back. I have come across older buildings done counter-clockwise, and every item installed over the years reversed. If its a sizable building you might never find all the things you would have to change, and be dangerous if you didn't find them all. And if you do change something, make sure to mark it.