The Advanced Selling Podcast

Episode Title: Guiding Principles: Part 2
Release Date: May 7, 2025
Hosts: Bill Caskey and Bryan Neale

Introduction

In the second part of their "Guiding Principles" series, Bryan Neale dives deeper into the foundational elements that underpin successful B2B sales strategies. Building upon the initial principles discussed in the previous episode, Bryan introduces two additional guiding principles from the Blind Zebra Sales Operating System (BZSOS): Intent and Assertiveness. These principles aim to enhance sales professionals' ability to navigate complex sales environments with integrity and efficiency.

Recap of Guiding Principles Part 1

Before delving into the new principles, Bryan briefly recalls the first two guiding principles covered in the series:

1. Extreme Objectivity: Maintaining an unbiased and clear perspective of the sales funnel, allowing for accurate assessment and strategy formulation.
2. Expert Persona: Establishing oneself as a knowledgeable authority in the customer's industry, fostering trust and credibility.

These principles set the stage for the introduction of Intent and Assertiveness, which further refine the sales approach.

Introducing New Guiding Principles: Intent and Assertiveness

Bryan introduces Intent and Assertiveness as critical components of the BZSOS:

• Intent: Refers to the underlying motivation behind sales actions. The focus is on ensuring that every action is customer-centric, aiming to provide genuine value rather than merely pushing for a sale.

  “My intention is about not being a pain in the ass to the customer.” ([04:53])

• Assertiveness: Described as "the energy before the action," assertiveness entails proactively guiding conversations and setting clear next steps without being overbearing.

  “Assertiveness is the energy before the action.” ([07:42])

Together, these principles ensure that sales professionals act with purpose and confidence, fostering positive interactions with prospects.

Implementing Intent and Assertiveness in Sales Calls

Bryan outlines practical tactics for integrating Intent and Assertiveness into daily sales activities, particularly during sales calls:

1. Setting a Clear Agenda

• Always have an agenda: Bryan emphasizes the importance of having a structured agenda for every sales call. This ensures that the conversation stays focused and productive.

  “You should always have an agenda in all of your sales calls.” ([03:50])

• Get calendars out: The final agenda item should always involve setting a clear future date for the next meeting. This proactive approach eliminates the need for back-and-forth emails to schedule follow-ups, which he refers to as "calendaring ping pong."

  “The last agenda item should always say get calendars out.” ([04:12])

2. Setting Clear Future Dates

By setting a concrete date during the call, both the salesperson and the prospect gain clarity on the next steps, reducing uncertainty and enhancing accountability.

“It's better for people to set a date while you're sitting there.” ([04:26])

Practical Applications and Real-World Examples

Bryan shares real-life scenarios to illustrate the effective application of Intent and Assertiveness:

Example 1: Proactive Scheduling

Bryan recounts a common situation where salespeople often engage in inefficient scheduling practices:

“If I don't do that, if I leave and I try to send the person some options for the next week... I am in a calendaring ping pong match with a prospective customer.” ([04:53])

To avoid this, he advocates for setting the next meeting during the call itself, using a placeholder on the prospect's calendar. This method ensures that both parties have a committed follow-up without the hassle of negotiating dates later.

Example 2: Honest Communication About Fit

In another instance, Bryan describes a sales call where he transparently addressed whether BZSOS tools were suitable for a prospective client's needs:

“I told him that I need to think about this to see if these tools can fit this problem he's got.” ([08:06])

This honesty was met with positive feedback from the client, who appreciated the straightforward approach. It underscores the value of integrity and transparency in building trustful relationships.

Avoiding Common Sales Pitfalls

Bryan addresses prevalent issues in sales practices that stem from misguided intentions and lack of assertiveness:

• Avoiding Pushiness: Overly aggressive tactics can alienate prospects. Bryan emphasizes that the goal is not to "get" something but to foster a balanced interaction where both parties feel respected.

  “It's not about getting something... it's about balanced interaction.” ([08:05])

• Honesty Over Pretense: Salespeople often feel compelled to present themselves or their offerings in an overly positive light, leading to disingenuous interactions. Bryan advocates for sincere communication, even if it means potentially losing a deal.

  “We can be rigorously honest with people... sometimes you lose deals, and you do.” ([07:25])

• Eliminating 'Calendaring Ping Pong': Inefficient scheduling frustrates both salespeople and prospects. By setting clear next steps during the initial call, sales professionals can streamline the process and maintain momentum.

Emphasizing Honesty and Relationship Building

At the core of Intent and Assertiveness lies the importance of building genuine relationships based on trust and honesty. Bryan contends that:

• Honest Interactions Lead to Long-term Success: While honesty may sometimes result in lost deals, it fosters lasting relationships and a strong reputation in the industry.

  “You wouldn't not do it because it's not the right thing to do.” ([04:53])

• Balanced Power Dynamics: Effective sales relationships are those where both parties feel valued and respected, eliminating the adversarial nature that often plagues sales interactions.

Conclusion

Bryan Neale's exploration of Intent and Assertiveness provides sales professionals with actionable insights to enhance their approach. By focusing on customer-centric motivations and proactive engagement, salespeople can build more meaningful and efficient relationships with prospects. These guiding principles not only streamline the sales process but also ensure that interactions are respectful, honest, and productive.

Implementing Intent and Assertiveness within the BZSOS framework equips sales leaders with the tools needed to navigate the complexities of modern B2B sales, ultimately driving sustained success and fostering a positive reputation in the marketplace.

Notable Quotes:

• “You should always have an agenda in all of your sales calls. And an agenda in all of your sales calls... the last agenda item should always say get calendars out.” ([04:12])

• “Assertiveness is the energy before the action.” ([07:42])

• “My intention is about not being a pain in the ass to the customer.” ([04:53])

• “We can be rigorously honest with people... sometimes you lose deals, and you do. Sometimes you win deals and you do.” ([07:25])

Note: Promotional content regarding upcoming events and coaching programs present in the episode has been omitted to maintain focus on the substantive content.