How to use buyer signals to prioritise the right deals, and stop wasting time

In sales, timing is everything, but how can you tell when a prospect is ready to make a move? How can you focus your energy on the deals that have the highest chance of closing, and avoid wasting time on the ones that aren’t going anywhere?

The answer: buyer signals

Tracking buyer engagement and signals is one of the most effective ways to prioritise your deals, boost efficiency, and ultimately, close more sales. When you pay attention to these signals, you’ll know exactly where to focus your efforts, and avoid chasing deals that aren’t ready to close yet.

What are buyer signals?

Buyer signals are actions, behaviours, or indicators that show a prospect’s level of interest and readiness to make a purchase. These signals can be both explicit (such as a direct inquiry) or implicit (like engagement with your content or website). The more you understand about these signals, the better you can tailor your approach and focus on the right deals.

Why buyer signals matter

Prospects come in at all stages of the buyer journey, and it can be tough to figure out who’s worth pursuing right now. Buyer signals help you filter out the noise and identify the prospects who are showing high intent.

Buyer signals allow sales teams to:

1. Identify high-intent prospects: Some leads are just casually browsing, while others are actively looking for a solution. Tracking buyer signals helps you spot the difference.
2. Improve sales efficiency: Stop wasting time on prospects who aren’t ready to buy. By focusing on the deals that are most likely to close, you can spend more time selling and less time chasing dead ends.
3. Personalise outreach: When you know what your prospects are engaging with, you can craft more personalised messages that speak directly to their needs and pain points. Learn more about personalisation.
4. Drive faster conversions: Knowing when a prospect is showing strong interest allows you to act quickly, speeding up the sales cycle and getting deals closed faster.

How to track and use buyer signals

Tracking buyer is about actively observing their behaviour and engagement with your content, interactions, and outreach. Here’s how you can start using buyer signals to prioritise your deals effectively:

1. Engagement with content
   Pay attention to how prospects interact with your content. Are they reading blog posts? Downloading resources? Attending webinars? These actions signal that a prospect is gathering information and is likely exploring solutions. The more content they engage with, the higher the chance they’re warming up to a buying decision. You can learn more about how to engage your prospects effectively in B2B sales.
2. Website behaviour
   Monitor key website actions, like how long they stay on specific product pages or whether they visit your pricing page. These actions are powerful signals of intent. A prospect spending time on your pricing page or demo videos is showing high interest, which means it’s time to follow up more aggressively. Sales leaders can leverage these signals effectively with the right tools and strategy.
3. Email engagement
   Open and click-through rates are essential signals to track. If a prospect is engaging with your emails (especially calls to action or product-related content), it’s a sign they’re actively considering your solution. Low engagement? Maybe it’s time to reassess the approach. Look at how integrations can enhance this process.
4. Request for demos or calls
   A direct request for a demo or a sales call is one of the clearest signals that a prospect is ready to take the next step. Prioritise these leads, as they’re clearly interested in learning more and potentially moving forward. Consider how digital sales rooms can be used to facilitate this stage.
5. Social media interaction
   A prospect liking or commenting on your posts, sharing your content, or even connecting with your reps on LinkedIn can indicate interest. Social media signals are often underused but can be valuable in identifying a prospect who’s familiarising themselves with your brand and offerings. Explore how building relationships through social media can improve your sales process.
6. Re-engagement signals
   If a prospect that was previously silent starts interacting with your content or following up on previous outreach, they might have shifted their focus back to solving their pain points. This is an excellent opportunity to jump back in and re-engage. Learn more about sales follow-ups to keep these prospects moving through the funnel.

How trumpet helps you leverage buyer signals

Trumpet’s digital sales rooms offer a seamless way to track buyer engagement, providing you with real-time insights into how prospects are interacting with your content. With Trumpet’s tracking tools, you can see:

• Which content your prospects are engaging with
• What pages they’re spending time on
• How frequently they’re logging into their sales room
• What questions they’re asking
• Who from their team is involved in the decision-making process

With this data, you can prioritise high-intent prospects and craft personalised outreach to meet them where they are in their buyer journey. Trumpet’s tools are designed to help sales leaders streamline decision-making by focusing on what truly matters

The bottom line: prioritise with purpose

Sales is all about focus. By actively tracking buyer signals, you’ll know which prospects are worth your time and energy, and which ones need a little more nurturing before they’re ready to buy. The key is to move away from a one-size-fits-all approach and start prioritising high-value prospects based on engagement signals.

Using buyer signals doesn’t just help you close more deals-it helps you close the right deals.

Final thoughts

Buyer signals give you the power to focus on what matters most-high-intent prospects that are ready to convert. With trumpet’s tools, you can track engagement across every touchpoint and make smarter, data-driven decisions to grow your business.