Buying signals are the subtle or overt hints potential customers drop when they’re nearing a purchase decision. This can manifest as direct queries about a product’s price or as nuanced actions like frequently revisiting a product webpage.
For those in sales, pinpointing these cues is paramount. Businesses can fine-tune their sales pitch and engage prospects at the right moment by tuning into these indicators. Grasping the concept of customer buying signals is a game-changer, optimising the path from prospect interest to finalised sale throughout the buying process.
Continue reading to discover all you need about buying signals in this ultimate guide.
What are buying signals?
Sales buying signals are indications from potential customers that they’re considering purchasing. These cues can be verbal, like inquiring about the price, or actions, like lingering on a product page. Identifying these signals is vital for those in sales as it points to a shift from mere interest to an active purchasing decision.
It’s important to note that these hints can differ depending on the industry and sales situation, but in general, they signify a customer’s increasing commitment to a purchase. Recognising and acting on these signs can significantly increase the chances of finalising a sale.
5 examples of verbal buying signals
“How soon can it be delivered?”
When a potential customer poses a question regarding the delivery date to sales teams, it reveals their eagerness to possess or utilise the product or service in the immediate future. They’re not merely window shopping; they’re considering logistics.
This verbal buying signal often displays a shift from mere contemplation to a clear indication of genuine intent. By asking about delivery, the prospect mentally positions the product in their daily life or business operations. Sales people should recognise this cue and offer details that can expedite the purchase, ensuring that the product reaches the customer’s hands swiftly.
“What’s the warranty or return policy?”
This inquiry signals a prospect’s serious consideration of the product’s value and potential commitment. They are weighing the product’s long-term reliability against their investment. It also shows that they’re considering what happens post-purchase, which means they already visualise owning the product. It’s an opportunity for the sales reps or sales team to build trust by providing a reassuring answer, highlighting the company’s commitment to quality and customer satisfaction.
“Do you have any discounts or financing options?”
A question about pricing flexibility shows that a prospective buyer is strategising on how to make the purchase fit their budget. The cost does not deter them; they’re exploring ways to make it work. It signifies a strong buyer intent. Salespeople can use this as a chance to discuss potential savings, financing plans, or loyalty rewards, thus creating an easier path for the customer to commit.
“How does this compare to [a competitor’s product]?”
When prospects start comparisons, they’re in the evaluation phase. They’ve acknowledged the product’s value and are now measuring it against alternatives. This signifies they’re inching closer to a decision. A salesperson can use this opportunity to highlight unique selling points, emphasising the product’s advantages over competitors, ensuring the prospect feels they’re making the best choice.
“Can it handle [specific need or use-case]?”
This verbal buying signal unveils a prospect’s desire to align the product or service with a particular requirement or scenario in their life or business. It’s a clear sign they’re envisioning its practical application. Responding with tailored solutions or demonstrations can solidify the product’s relevance for the customer, pushing them closer to the purchase decision.
5 examples of non-verbal buying signals
Prolonged eye contact
When customers maintain extended eye contact, it shows their engagement and interest. They’re not just passively listening; they’re actively processing the information and considering its implications. This is an opportunity for the marketing teams to strengthen their pitch and clarify any potential pain points the prospective buyer might have.
Physical interaction with the product
If a customer picks up, examines, or tries out a product, it is a good sign as it shows a tangible interest. This tactile exploration indicates they’re visualising ownership or usage. Sellers should encourage such interaction, often leading to a deeper connection with the item.
Nods and positive body language
A nod, leaning forward, or other positive gestures suggest agreement or approval. Such body language is a clear indication the customer resonates with the seller’s points and sees value in the offering. It’s a cue for the salesperson and marketing teams to delve deeper into the product’s benefits and possibly move toward closing the sale.
Revisiting the product or display
When a customer repeatedly returns to a specific product or lingers around a display, it indicates a strong attraction to that item. This recurring interest is a step in the right direction of their purchase intent. Recognising this behaviour, salespeople can provide additional insights or offers related to that product.
Expressions like raised eyebrows, widened eyes, or a smile can indicate excitement or curiosity. These subtle cues convey that the customer sees potential in the product or is keen to know more. A sales team should observe these nuances and tailor their approach to capitalise on this interest.
How to respond to buying signals
- Recognise their interest:
Comment on what you’ve observed, such as, “It seems this feature caught your eye.” This establishes a connection and makes the customer feel acknowledged.
- Engage with questions:
Delve deeper with open-ended queries like, “What aspects of this product stand out to you?”
- Supply detailed insights:
Offer relevant information tailored to their interests, ensuring they comprehensively understand the product’s benefits.
- Promote hands-on exploration:
For physical products, suggest a hands-on demo. If online, guide them to video walkthroughs or user reviews.
- Anticipate and address concerns:
Clarify common reservations. If they’re curious about return policies, provide a clear explanation and address any potential worries.
- Share positive feedback:
Offer testimonials or customer reviews to bolster confidence in the product.
- Highlight special deals:
Mention promotions, discounts, or easy payment plans to ease any budgetary concerns.
- Propose a trial:
If possible, suggest a free trial or sample, allowing them to experience the product’s advantages without commitment.
- Prompt a decision:
When the buying signals are strong, steer the conversation towards finalising the purchase. A gentle nudge like, “Shall we proceed with this choice?” can be impactful.
- Stay connected:
If they need more time, ensure a follow-up through email or a call, reminding them of the product’s value and any special offers.
Are buying signals always accurate indicators of purchase intent?
While a good buying signal often hints at a customer’s inclination to make a purchase, they aren’t infallible markers of intent. A customer may show signs of keen interest, such as asking in-depth questions or closely inspecting a product, yet might not proceed with the purchase due to factors like budget constraints or finding an alternative offer.
Thus, while these signals provide valuable insights for salespeople, they shouldn’t be seen as an absolute assurance of a sale. It’s essential to approach them as indicators, not certainties.
How can I differentiate between a genuine buying signal and casual interest?
Identifying the difference between genuine buying signals and mere casual interest is essential for successful sales. Genuine buyers often engage deeper, asking detailed questions, referring to competitors, or inquiring about after-sales services. Their interactions are more persistent, possibly involving multiple visits or physical engagement with the product.
On the other hand, those with casual interest tend to have a fleeting engagement, marked by general questions and brief interactions. By focusing on the intensity and nature of their engagement, one can better gauge a potential buyer’s true intent.
Do buying signals vary between industries?
Buying signals can vary significantly between different industries. For instance, a strong buying signal in the automotive sector might be a customer requesting information about financing options or taking a test drive. In the realm of e-commerce, buying signals can manifest as repeated visits to a product page or adding items to a wish list.
In the B2B (business-to-business) landscape, indications of serious purchase intent may include a company’s request for a comprehensive product demonstration or an inquiry about client references. These variations in signals stem from each industry’s unique characteristics, making it imperative to grasp these industry-specific cues for effective sales strategies.