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In B2B sales, prospects rarely say outright, “I’m ready to buy.” Instead, they drop subtle hints—questions, requests, or behaviors—that signal their interest. These are buying signals, and the best sales reps know how to spot and act on them.
Forrester’s research highlights that modern buyers, especially Millennials and Gen Z, expect immediacy and relevance in their interactions. They leave digital and verbal breadcrumbs as they evaluate options, and sales reps who can capture and contextualize these signals are far more likely to win. Ignoring these cues risks losing deals to competitors who respond faster and more precisely.
In this article, you’ll learn:
- What buying signals are and why they matter.
- The seven most common buying signals in B2B sales.
- How to spot them effectively.
Let’s jump right in!
What Are Buying Signals in Sales?
Buying signals are verbal, behavioral, or situational cues that indicate a prospect’s readiness to take the next step in the sales process. These signals can range from direct questions about pricing to subtle actions like bringing additional stakeholders into conversations or simply nodding during a sales presentation.
For example, if a prospect suddenly starts asking detailed questions about implementation timelines or integration capabilities, they’re visualizing how your solution fits their operations. Or if they bring up specific pain points about their current provider, they’re likely exploring how you can address those gaps.
Missing these moments means you might lose the deal—or worse, give your competitors an opening to swoop in.
So, what specific signals should you pay attention to? I’m glad you asked.
7 Most Common Buying Signals in B2B Sales That You Can’t Ignore
- Asking for Pricing and Terms
The most obvious buying signal is a prospect asking about pricing or terms. Questions about costs, discounts, or contract terms usually mean they’re seriously evaluating your solution and considering how it fits into their budget.
💬 Potential questions they might ask:
- “What’s your pricing structure for a team of 50?”
- “Are there any discounts if we pay annually?”
📍 When it’s most likely to happen:
This signal typically appears during a sales call when the prospect actively discusses their options. It can also occur after they’ve engaged with your pricing page or submitted a pricing request form.
📈Buying signal strength: High.
- Requesting Personalization
When a prospect asks for a tailored demo, custom proposal, or specific examples, they’re signaling serious interest. This shows they’re evaluating how well your solution aligns with their unique needs, such as industry-specific challenges or operational requirements.
At this stage, they’ve moved beyond general curiosity and are focused on seeing proof that your product can deliver for them.
💬 Potential questions they might ask:
- “Can you show us how this works for a distributed team?”
- “Do you have case studies or examples from companies in our industry?”
📍 When it’s most likely to happen:
This signal often comes up after an initial demo or discovery call.
📈 Buying signal strength: Medium-to-high.
- Wanting to Sign Up for a Trial
If a prospect requests a trial, it’s a clear sign they’re ready to experience your product firsthand. They’re moving beyond evaluation and want to see how it performs in their specific environment.
💬 Potential questions they might ask:
- “How long does the trial last, and what’s included?”
- “Can we try this with a few team members before making a decision?”
📍 When it’s most likely to happen:
This signal typically arises after a prospect has reviewed your website’s feature pages or testimonials. It’s also common during early-stage sales calls when they’re building a shortlist of vendors.
📈 Buying signal strength: Medium-to-high.
- Admitting Dissatisfaction with the Current Provider
It’s common for B2B buyers to switch suppliers when their needs aren’t being met. 80% of B2B buyers switch vendors for this exact reason.
And when they’re ready to make a change, they don’t hold back. During discovery calls, they’ll flat-out tell you what’s not working with their current provider and what they need.
That’s your cue. Take it as a clear buying signal that they’re ready to switch, and you’ve got a chance to show them how you can do better.
💬 What they might say:
- “Our current vendor doesn’t support X functionality, and it looks like you do.”
- “Their reporting tools are limited, and we need more customization options.”
📍 When it’s most likely to happen:
During discovery calls.
📈 Buying signal strength: Medium.
- Including New Stakeholders Midway
When a prospect involves additional stakeholders, it signals they’re progressing internally. They’re gathering input from key decision-makers to ensure alignment before moving forward. This is a critical opportunity to strengthen your case and address any new concerns.
💬 What they might say:
- “Our CFO will need to see the pricing details before we proceed.”
- “Can you hop on a call with our IT lead to talk integrations?”
📍 When it’s most likely to happen:
After the demo call, the sales rep will likely schedule a follow-up call to address the concerns of the new stakeholders, such as integration with IT or pricing for the CFO.
📈 Buying signal strength: High.
- Showing Non-verbal Buying Signals
Not all buying signals are verbal. Non-verbal cues—like attentive body language, quick responses, or active note-taking—often indicate strong interest. These subtle behaviors show the prospect is engaged and seriously considering your solution, even if they haven’t said it outright.
💬 What they might do:
- Respond quickly to follow-up emails or messages, asking detailed questions.
- Take notes during a demo or ask for clarification while you pitch your product or service.
- Maintain strong eye contact or nod as you highlight key features.
- React enthusiastically to specific features, such as saying, “That’s exactly what we need!”
📍 When it’s most likely to happen:
These signals often appear during a demo or sales call when prospects are actively engaging with your solution and evaluating its fit. They can also be identified in written communications, such as emails.
📈 Buying signal strength: Varies.
- Setting Up the Next Step
The final buying signal on our list is when a prospect takes the lead in scheduling follow-ups or asks how to move forward. At this stage, they’re showing clear intent and are likely aligning internally to close the deal. The ball’s in your court—solidify their trust and close the deal!
💬 What they might say:
- “Can we meet next week to review the proposal?”
- “What’s the next step to get started if we go with you?”
📍 When it’s most likely to happen:
This often occurs during late-stage calls or after they’ve reviewed your proposal and discussed it with internal stakeholders.
📈 Buying signal strength: Very high.
How to Identify Buying Signals
There are two main ways to spot buying signals: paying attention during conversations and using tools to track digital behaviors. When speaking with prospects, listen closely for verbal cues like pricing questions or mentions of challenges they’re trying to solve. You can catch these signals in real-time if you’re tuned in.
But not all signals are this obvious. Some happen behind the scenes, like when a prospect downloads an ebook or spends extra time on your pricing page. For these, you’ll need tools like a CRM or sales intelligence platform to track their actions and alert you.
Combining what you hear during calls with what tools can track online gives you a complete picture of where your prospect stands—and helps you act on signals quickly and effectively.
FAQs About Buying Signals
- Can buying signals vary between industries?
Yes, they can. For example, in SaaS, requests for demos or questions about integration are strong signals. In contrast, in manufacturing, buying signals might focus on delivery times or scalability.
- Should I act immediately on every buying signal?
Not always. Assess the context first. For weaker signals, like a general question during early discussions, respond thoughtfully without pushing too hard. For stronger signals, like requesting pricing, act quickly to maintain momentum.
- How do I know if a buying signal is genuine?
Not all buying signals lead to a deal. To determine if it’s genuine, look for multiple signals. For example, a prospect asking about pricing (verbal signal) and bringing in new stakeholders (behavioral signal) together indicate serious intent.
Wrapping Up
Understanding and responding to buying signals is how top sales reps close deals faster. Need help capturing these signals during your sales calls? Our tool, Momentum, is here to help!