How to Harness Signals to Drive More Sales and Revenue 🤑

Imagine this: a great prospect visits your pricing page, showing that they’re interested in your company. 

Do you: 

A. Send a message to your VP of Sales asking them to reach out

B. Write an email on behalf of your CEO asking for an intro call and send it out ASAP

C. Wait a day or two to make sure they’re really interested, then reach out 

If you answered anything but B, you’re leaving precious time on the table. And we know you know that….

This question was hopefully an easy one to answer. But not all sales teams are using signal-based selling to their advantage. Today, we’ll walk you through the first tip on how to capitalize on signals that indicate your prospects are ready to buy. 

How To Use Signal-Based Selling to Drive Revenue

B2B sellers are constantly looking for an edge with their ideal prospects. Prospective buyers are doing the same. Most come to the table with extensive research in hand, and nearly all of them buy from a company on their “day one” list.

But all of that buyer activity isn’t happening in a vacuum. As prospects define their problem, research solutions — even change jobs — they are generating high-value signals. 

Signal-based selling is a sales strategy that leverages these signals to identify and engage with high-value prospects. These insights into a prospect’s intent and readiness to purchase allow sales teams to tailor their approach and increase their chances of closing deals.

According to SetSail, signal-based selling is a customer-centric approach to sales and a core competitive difference-maker for go-to-market teams that can harness signals effectively. Brendan J. Short of The Signal notes that while signal-based selling is easy to define, it’s hard to execute — especially for sales teams stuck in older volume-based approaches.

Need help bridging that gap? Over the next few newsletters, we’ll include tips to make your signal-based selling as effective as possible. Here’s the first tip:

Signal-Based Selling Tip #1: Key Account Visits to Pricing Page

An account on your team’s high-priority target list has suddenly registered 50 visits to your company website’s pricing page. This spike in purchase intent is a prime example of signal-based selling, where a specific action indicates a strong interest in your product.

How to Take Action

This account is ready for a conversation. It’s time to use your highest-profile internal advocates to secure a meeting — and do it quickly and efficiently.

The first thing to ask is “Who do I know and how do I get introduced there?”  Remember that even if you don’t have solid existing relationships with the prospect, the C-suite is still your biggest lever.

Key Signal-Based Selling Steps 

• Ghostwrite an executive email: The sales team can set up C-level officers by drafting key outreach messaging for them. An open-ended ask for help with the account is one more to-do on their already busy calendar, but a compelling outreach draft makes approval and sending easy. 
• Keep it short: Keep the email short and only include the essential points. “Why am I here, how do I add value, and what’s my ask?” is what ZoomInfo CEO Henry Schuck says are the most important elements to include. 
• Multi-threading: The C-Suite can’t do this job alone. Add outreach down the org chart to counterparts who could be potential users and valuable champions. Include the rest of your GTM team and their relationships or research. 
• Aircover: Use account-based marketing software to surround the prospect with valuable messaging that aligns with their position in the buyer’s journey.

Bonus Points 

Automate this motion for the next time. When another key account hits your pricing page, the team-wide coordination you set up to triage the first visit should click into action more or less automatically — you’ve done the work, now put it on repeat.

Check back next week for signal-based selling tip #2 👋

Mastering Buyer Signals to Break into Top Tier Accounts

Want to dive deeper into the types of signals that will land you your next sale? Henry Schuck, CEO and cofounder of ZoomInfo and Millie Beetham, Director of GTM Strategy at ZoomInfo, were recently on 30 Minutes to President's Club with Armand Farrokh and Nick Cegelski. They shared how to close sales faster by using micro-level signals and the top sales plays to convert opportunities into wins. 

Watch the webinar replay here:

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