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5 Ways to Recognize Digital Buying Signals




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by Mary-Rose Hoja in EPE, Sales

We constantly get questions on how to sell on LinkedIn, how to do digital selling, and where the interface is between digital marketing and sales.  The interface is called buying signals, and we are going to be doing an entire series on these.

Prefer a video version of this post? We’ve got you covered!

We are first going to cover digital buying signals (online, social media, and emails), and then delve into buying signals over the phone and video meetings.

If you don’t have a code for this, it’s very difficult to know what to do with social media and digital marketing and how you transfer that into your sales process. When you understand this, you will know how to use these behaviours to your advantage.

Today we’re going to cover five buying signals on digital:

#1. Microcommitments

This is quite a high-level buying signal, and it is a subtle shift that you see in behaviour and in commitment.

We talk a lot about inbound marketing, because basically it means you get people on the phone with you or you meet them only once. They understand they have a problem and that you may be the solution. They’re really quite far along the funnel, so that means it’s a much higher level of sales discussion that you have from the very start. 

These are people that have worked their way through part your funnel already, and by the time you get on the phone with them they have already been nurtured to a certain extent. You’ve guided them and pulled them along through a psychological journey of microcommitments and these are what buying signals actually are. 

#2. Sudden Flurry of Activity on Your Content

The second buying signal is when people all of a sudden like your content when they haven’t before. This is a really, really good signal, because you will have silent admirers – especially on LinkedIn, and especially at the higher levels.

A lot of people never like, comment, share, or want to expose themselves or be shown in any way. But a subtle buying signal when they do decide that they are ready is to click “like”.

That’s the way your fan base – which is made of senior levels, board members, VIPs –  behave. These are excellent buying signals for this demographic. 

#3 – Opening Your Email Repeatedly

Look at the frequency.  How often are they opening? 

If you are ramping up towards a launch, you will see that certain people will be opening your emails all the time. There are some fantastic free tools that can let you see that information.

You might see that people will be opening your emails really often when normally they’ve been opening quite steadily. That is an enormous buying signal. 

#4 – Opening Your Personal Emails Repeatedly

You can connect to some fantastic tools, like HubSpot for example, that will show you when and how often people have opened your emails. There are some brilliant tools out there like Woodpecker.

#5 – Negative Interactions

You might see, for example, that a prospect downloads your newsletter or other piece of content. They open it. And then they unsubscribe.

This can mean that they were wanting some help, they were interested, and then they were disappointed. That is a microcommitment they have made, and it’s also a buying signal. 

Buying signals don’t always have to be positive, they can include negative actions as well.. The key is looking for is a shift in behaviour. Microcommitments or microactions, these are behaviours that people cannot help showing as they go through the psychological journey towards sale.

Buying signals is what we’re all about. This is why digital channels are phenomenal, especially for cold traffic and initial contacts. You can get so many amazing buying signals through digital channels without having to talk to anyone.

Mary-Rose Hoja here, where my team and I help eight-figure B2B businesses build cost-effective sales pipelines. If you found this video useful, please leave a comment or share this with someone who you feel will benefit.