Sales trends are radically different now compared to 10 years ago. The older methods tended to use broad nets in the hope that by persistence one might finally get a result. Persistence is still important, but the current sales environment requires a smarter, more accurate approach. Core to this change is the idea of intent signals-indications that tell a potential customer when they are in the process of making a purchase. When these signals are understood and acted upon, it can be the difference between a deal that was not done and a completed deal.
Understanding Intent Signals in Sales
Intent signals are the electronic trail that is left behind when an individual has shown interest in a product or service. They can take the form of visiting websites, reading content of a company, seeking certain solutions, or even attending a webinar. Such actions suggest more than window shopping. They indicate greater interest, and sometimes that a potential is in their consideration phase of the purchase process. Intent signals point out hot spots where emphasis and resources need to be directed, unlike cold leads, which may never turn hot. The difference is significant, as it can help sales teams to devote fewer hours to unqualified leads and deal more with those who already are indicating willingness to make a purchase.
The Power of Timing
Being able to make the right move at the right time is among the largest benefits of tracking intent signals. Timing has always been the key to sales success, but previously, determining when a prospect was ready to buy was more a matter of guesswork. Intent information bridges that gap in the current age. In the case of a prospective customer downloading product instructions multiple times or comparing price pages, an urgent signal is given. A call at this point, when they are still interested, will be a natural point of discussion.
Personalization By Intelligence
There is also intent signaling that opens the path to more valuable personalization. Take the example of a buyer seeking solutions in cloud security. When their activity demonstrates a recurring interest in compliance-related topics, a sales representative can emphasize compliance features instead of making irrelevant benefits the focus of the sales pitch.
Creating Efficiency and Minimizing Waste
In most organizations, much time and resources are being wasted on opportunities that will never translate into customers. Intent signals give a solution as they can give an understanding of where to focus efforts. When signals become part of the sales process, they enable teams to work on the most promising opportunities. This helps boost the conversion rates but also minimizes the frustration of the sales professionals. Teams can make fewer calls than they need because they can only call those who have already shown some real need and interest. The overall experience, in turn, becomes better on both sides. This balance helps with better, more sustainable sales pipelines and enhances general prospect generation strategies.
Integrating Sales and Marketing Activities
Another advantage of intent signals is that they help to fill the gap between sales and marketing. In most organizations, these departments work in silos where the marketing department creates leads, and the sales department attempts to convert them. But with intent data, both functions are aligned with a common language. When marketing is able to find actions indicating intent to buy, it can relay warmer leads to sales. Sales, in turn, can give feedback on what signals are most frequently associated with real conversions.
From Signals to Strategy
Being aware of intent signals is not the only step. Their true worth is in developing strategies over them. This involves the creation of intent data capturing mechanisms, analysis, and conversion of data into actionable information. It should also include training teams to see the line between a favored and a serious interest in purchasing. The most benefit is seen in organizations that address intent signals within a broader strategy. An example of this is by using these insights together with account-based marketing, companies can better target high-value accounts. Likewise, applying intent data to customer relationship management systems guarantees that not only are signals captured, but signals must be acted upon regularly.
Conclusion
Intent signals are not just useful indicators. They are a complete revolution in the identification and exploration of sales opportunities. Monitoring the online activities that indicate interest, companies can approach their prospect when the time is right, provide personalized messages, or allocate resources to the most promising opportunities.
