Categories: Sales Conversation
Building Positive Business Intent should be a goal with every one of your customer contacts. It’s a simple concept, but it’s not always easy. There’s not a cut and dry method to achieving it. Rather, it needs to be an underlying component to how you conduct business.
Force Management's Senior Delivery Partner, Brian Walsh, joined our Facebook live series to talk about a concept that has shaped his sales career - Positive Business Intent. It is something that was one of his earliest sales lessons, and something he practices still to this day.
As a salesperson, your strength lies in your ability to demonstrate Positive Business Intent. Positive Business Intent is made up of four components:
- Reliability (R) – Do you do what you say you’re going to do?
- Intimacy (I) – Can you build personal relationships with your customers?
- Credibility (C) – Do you bring authority to what you offer?
- Self - Orientation (S.O.) – Are you self or customer-focused?
It’s a simple math equation:
R + I + C ÷ S.O. = Positive Business Intent
Reliability, Intimacy and Credibilty are what you bring to the table. Their sum total gets divided by whether you are selfishly motivated or customer motivated. That said, the most critical part of the top equation is now “Credibility.” The other two are considered “table stakes”. (Note: We didn't come up wtih this concept and we have been unable to find the source, if anyone reading this knows the source, please let us know). The best sellers are those who bring credibility through knowledge and willingness to help buyers see new “points of view” that they haven’t been able to seen on their own.
Positive Business Intent should always be your goal in conversations with customers. Many sales managers are complacent with owning their title. Instead, you should strive to ensure your customers and sales team know you aren't only there to hand out an official business card, they should know you're there to work.
You're showing in your actions that you plan to add value and demonstrate intent to help.
Salespeople that truly command their message know how to effectively communicate their positive business intent throughout the sales process. No matter where your prospect is in the buying process, keep the conversation customer-focused. You’ll find yourself building a network of champions and repeat business.
Do you want more tips from B2B sales pros? Learn more about Ascender by Force Management. Content, Curriculum, Community.
