Business Development: It’s Not Just About Closing Deals—It’s About Building Momentum

Timing is everything! Especially with the competitive art of business development. Whether you’re pursuing a new lead, building relationships, or striving to score that big sale, there’s one undeniable truth: if you don’t act quickly, you’re likely to lose the opportunity. That’s where the ‘Law of Diminishing Intent’ comes into play—a powerful concept that reminds us that the ‘longer you wait to take action, the less likely you are to follow through’. And for those in business development, where momentum is everything, this law can mean the difference between a sale or a missed opportunity.

What is the Law of Diminishing Intent?

The Law of Diminishing Intent is simple but powerful: the longer you wait to act on a decision, the lower your chances of taking action. Think about it—everyone has experienced this in their own life. You get an idea, get excited, feel that surge of energy, start digging in, and then…life happens. The urgency fades, doubts creep in, and before you know it, that big idea is on the back burner. In business development, this law impacts not just your team’s actions but also your prospects. Prospect shows interest, they’re engaged, they want to work with you, and they start kicking the tires—then if your BD team does not act quickly, their enthusiasm starts to fizzle or just plain die.

Decisive Action is Essential in Business Development

When a prospect is interested, they see your solution as the answer to their problem. They visualize how your solution fits into their strategy and start making a positive impact. But the window of opportunity is narrow. Each day that passes, other priorities emerge, internal debates and speculation arise, and the initial excitement starts to fade.

Here’s what happens when we don’t act on interest right away

Initial Excitement Fades: When someone is truly excited, they’re ready to take action NOW. If you wait a day, two days, a week? That excitement dwindles, and so does their intent to buy.

Top-of-Mind Status Drops: Prospects are busy. Their attention is constantly being pulled in other directions. If you’re not following up, staying present, and adding value, you’ll quickly fall out of sight—and out of mind.

And then the big one…Internal Complexity Kicks In: In many companies, every decision involves multiple stakeholders. Enthusiasm can get diluted as it’s discussed. Act fast to keep the momentum alive and turn that “maybe” into a solid “yes.”

Harnessing Intent Before it Fades

The secret is simple: Act immediately. Don’t wait, don’t leave things open-ended, and don’t assume that initial interest will last beyond a few days or less. You need to take that spark and turn it into an action plan. Here are powerful strategies to make sure that your leads stay hot and your momentum keeps building:

• Lock in the Next Step Immediately: Right after a call, demo, or meeting, set up the next action point. Don’t let it drift into “I’ll follow up later or They said they would get back to me” Whether it’s scheduling the next call, booking a demo, discussing over casual lunch, or sending a quick follow-up, keep the momentum going. Stay engaged!
• Get Small Commitments: Chunk it down. Get them to say “yes” to something small—a product review or demo, an industry event meetup, or a benchmarking analysis. Every small commitment increases their investment in working with you and again, establishing yourself as a trusted partner vs salesperson.
• Be Present on Multiple Channels: One email isn’t enough. Follow up with a call, send a LinkedIn message, or drop a quick note on industry happenings. Layer your touches so you stay at the top of your mind without being that pushy salesperson.
• Add Immediate Value: Every time you interact, give them something valuable. Share insights, data, or a quick analysis that shows you’re thinking about their unique needs and how your product can help. The more value they get right away, the more they feel you are a trusted partner, and the more they’ll want to work with you. And always know that maybe this work may not lead to a big sale now, but set yourself up to be top of mind for a future engagement.

The Difference Between Action and Waiting

This is a reality and different than the mindset that has traditionally been ingrained in business development executives. It’s not just about closing deals—it’s about building momentum, keeping people engaged, and being there when they’re ready to move. aka maintaining ‘Trusted Partner” status. Every time a lead shows interest, see it as a gift. It’s your chance to show up, act, and transform that interest into real results. Because when you act quickly and strategically, you’re setting yourself apart from the crowd. You’re creating a real impact. You’re building trust.

The Bottom Line: Make Every Second Count

The Law of Diminishing Intent is a wake-up call. If you want to make things happen in business development, don’t wait. Act fast. Take that energy, take that intention, and drive it forward. Because the more you act, the more results you’ll see, the more deals you’ll close, and the more unstoppable your business becomes. Don’t let the momentum slip through your fingers.