What will your leads think you want from them?

Intent is your potential buyer's interpretation of what you want from them. Thinly veiled sales pitches or product focused, company oriented messages are wasting their time. Why? Because your intent is to talk about how wonderful your company and products are, instead of being focused on what they want.

Who has time for that?

If you're expecting a prospect to dig through your rhetoric to find hidden value, you're not living in today's high-pressure, fast-paced world. Even if they wanted to, they simply don't have the time.

However, Intent shines for you when you present educational information your potential buyers need to learn how to evaluate their problem and realistically assess the options available for a viable solution.

Make sure your communication declares your intentions so your audience can quickly and clearly evaluate why you’ve contacted them. According to Stephen M.R. Covey in The Speed of Trust, “…we judge ourselves by our intentions and others by their behavior.” A straightforward intent goes a long way in beginning a trusted relationship with your leads.

Trust is the emotion of business, and it's critical to getting your prospects to choose you when it comes time for them to make that purchase decision. By making sure that your Intent is clearly focused on them with every communication, you'll build that trust needed to take your relationship to the customer level.