Identifying Sales Intent Behaviour for Better Sales

AllianceTek Inc.
8 min readJan 10, 2023

Imagine you are considering a new business intelligence solution that will help you manage your sales process. You have been weighing the possibility of making a purchase, and you have begun making inquiries with several businesses in order to get further information. You most certainly have not narrowed down your choices; you are only in the first phases of doing research at this point.

You don’t have the slightest idea of how it will turn out and then, your phone rings, and it’s a voicemail from the company that you are doing research for, claiming that they “just want to speak” about your most recent inquiry.

The issue is that you aren’t prepared to have a conversation right now. Because you haven’t decided what you want to find just yet — you’re simply doing some research right now. Even if the members of the sales team are merely trying to be of assistance to you, you are in no way prepared to speak to them at this time.

Identifying Sales Intent Behaviour for Better Sales

One of the most frustrating things a buyer can go through is being called by a salesperson before they are prepared to have a conversation with that representative.

Because there is such a tremendous amount of data integration services accessible on any given subject, it is our right as customers to explore it whenever we want and at our own pace. When we are not yet ready to make a purchase, we do not want to be bothered by sales reps.

The sales intent behaviour of prospects gives you, the marketer, the ability to tune in to see if the customers are prepared to hear from sales representatives yet. This can include whether or not they want to be left alone or require a little more nurturing.

This article examines sales intent behaviour and provides information that will assist you in determining exactly when and where your sales team should become engaged with prospects and when you should focus on nurturing those prospects.

What Is Sales Intent Behaviour?

Before getting into sales intent behaviour, you should know what sales intent is.

A sales intent refers to a customer’s desire to buy a product or service.

Sales intent behaviour refers to the exact behaviours that people exhibit while they are in the process of deciding whether or not to make a purchase.

It is essential for businesses to have a solid understanding of sales intent behaviour. Because doing so gives us the ability to determine where the customer is in the purchase process and whether or not they are prepared for us to make contact with them at this point.

Consider for a moment how you would react if a salesperson called you before you were prepared to have a conversation with someone: how would you feel?

Probably agitated, frustrated, and pressed to do anything. And this is likely to affect how you feel about the company that reached out to you. To the point where you may not want to get in touch with that business again if and when you are in the market to make a purchase.

Understanding sales intent behaviour is crucial for the growth of sales. It enables us to determine the time at which prospective customers shift from the status of marketing-qualified leads (MQL) to sales-qualified leads (SQL).

When we know that potential customers are prepared to make a purchase, we can choose what content to provide them and when to approach them. We can coordinate the timing of our actions so that they correspond with their purchase.

Therefore, rather than producing trivial acts of content, you should offer prospective customers relevant content at the right time. If they are to find a solution to their current point of discomfort, yours should be the form of content they require, which will allow you to move them closer to making a purchase.

In a world where sales professionals are expected to do more with fewer resources, intent data offers valuable information about how and where to focus their efforts and participate in activities. It has the potential to find new qualified leads, facilitate the formation of meaningful connections, and generate more revenues.

Behaviours vs. Results

It is natural for sales teams to concentrate on outcomes rather than the sales habits that give results. For example, the majority of customer relationship management (CRM) systems that customers use feature a variety of dashboards that offer real-time performance monitoring and reporting.

Instead of focusing on the fundamental behaviours that drive outcomes, we should look at the backend results that have already taken place.

Consider the following scenario as an illustrative example:

A basketball coach makes the decision to watch the scoreboard throughout the whole game rather than devoting practice time or game planning while the game is in progress. There is a possibility that the team will win the game, but those odds will considerably improve if they put in the necessary work in practice and listen to their coaches when they’re competing.

The same holds true for sales management.

The following is an example of a sales motion that must be performed in order to accomplish the target level of new client acquisition:

● Creating a territory strategy that includes a complete list of potential consumers

● Develop account plans that identify the most important influencers and decision-makers

● Organizing first meetings with potential clients

● Including new business opportunities in the sales pipeline

Limiting the number of key outcomes, you want to monitor is a critical part of this activity since doing so might lead to an exponentially greater number of behaviours. The number of actions that need to be handled and monitored should be kept to a minimum; the optimal amount is between three and five behaviours.

After the necessary behaviours have been discovered, analysed, and tracked in the CRM system, the sales leaders will be able to teach and advise the sales team to consistently use the appropriate sales movements.

Why Is the Intent Statement So Important to the Success of Sales?

If you use a powerful tool such as an intent statement as part of your sales procedures and conversation set, you will have a variety of benefits over competitors who do not establish expectations.

Here are some of the benefits of an intent statement:

● First, it shows your prospective customers that you aren’t just interested in making a sale, but that you are keen to learn about their situations, the challenges they face, the things they want, and the steps they need to take to achieve those goals.

● The second significant aspect is finding out whether or not the people who are authorized to make decisions are present.

● Finally, you should let the customers know that it is fine if they do not want to purchase or contribute and that you will only provide a solution to them if it is appropriate for their situation.

Importance of Behavioural Sales Training

Here is how behavioural sales training holds importance in various aspects:

In Retail

What kinds of sales behaviours should be avoided? Actions that a salesperson does that cause a customer to walk out of the store without making a purchase and without having a positive experience.

What are some effective methods of selling? Getting to know a total stranger, finding out who the customer is, and closing the deal.

Why is it essential for retail salespeople to have behavioural sales training? Because working in a retail sales area requires adhering to certain protocols and procedures.

We need to improve the quality of the human experience. Consumers must feel that they are respected, seen, and heard in order to be satisfied. That growth can only be achieved by focusing on the customer. And you can only do that by providing your employees with top-notch training programs.

Be aware that filling shelves, sorting online orders, and preparing tags really aren’t sales behaviours; rather, they are job fulfillers.

The following are the nine most essential behaviours related to retail sales:

● Greeting more customers while working

● Getting to know a customer on their own terms

● Creating a rapport with someone

● Reading the body postures of customers and providing a good response to them

● Providing evidence of familiarity with the product and its advantages

● Examining and comparing items that are quite similar

● Adding on to the thing that was picked initially.

● expressing gratitude to the customer

● Following-up

Eliminating negative sales behaviours is essential to effectively managing sales behaviours. This must be done before new skills such as engaging a stranger in conversation and establishing rapport may take place and become second nature.

The employees working in retail outlets need to rectify their negative attitudes and behaviours toward prospective clients.

Customer Engagement

How exactly might behavioural sales training help boost client loyalty at your retail establishment? People who believe they are important are more likely to make purchases.

When you teach the associate that their first intent must be to want to be welcoming, they take particular actions and behaviours to get buyers to trust them, and this leads to more purchases.

Since the interaction follows a route that goes from the shopper exhibiting interest in the goods, to the salesperson convincing the shopper how they can use the product, and finally to the customer making a purchase, behavioural sales training can produce a better experience for customers.

Providing a solid framework of selling behaviours to all of your employees, from the most seasoned full-timers to the most recent part-timers, is essential if you want to successfully reinforce behavioural sales training inside your company. After they have been not just trained, but also acted out to ensure that they are understood, you can encourage the appropriate actions by commenting on them whenever you see them.

This is crucial because many retail managers and their store management software focus excessively on what an employee isn’t doing, which only serves to generate resentment. As a result, associates will do everything you want while you are looking, but as soon as you walk away, they will be back to their old behaviours, which will not be good for customers.

Retail Strategies

Behavioural sales training can help you improve your retail methods. This is because, eventually, if you want to be successful, you need to accomplish something that nobody else has till now. This indicates that your team has to become more proficient at marketing your products. If you don’t focus on this competitive edge, your competition won’t disappear but your customers will progressively resort to their phones instead of visiting your store.

The retail methodologies that are most likely to be successful are those that create a shopping environment in which both the sales staff and the customers feel like they have received their full money’s worth.

This begins with having a rational sales process that your employees can follow, and having that process given in bite-sized training contributes to the technology support and maintenance skills and abilities they already possess.

Managing a High-Performing Team

Once these outcomes and accompanying behaviours have been discovered, then managers can shift their focus to actually controlling performance by using the four main steps:

● Share your expectations about performance.

● Maintain vigilance and exercise control over certain behaviours

● Monitor results

● Provide frequent feedback

To continue with our previous example regarding customer acquisition, a manager is now in a position to interact with a salesperson about the number of potential customers they want them to acquire, the particular behaviours that will drive those results, as well as the timeline for completion.

The most essential thing for them to do is to make sure that they are offering feedback on a constant basis. It should involve giving inspiration based on the accomplishment of key behaviours, and proactively discussing any shortcomings they are seeing when there is still time to rectify.

Conclusion

In the end, sales managers exist in a world that is driven by results, but their capacity to accomplish those results is determined by how effectively they manage behaviours.

If you are able to gradually follow your prospects and determine when they are meeting thresholds, then you will be able to create campaigns that will generate sales intent.

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AllianceTek Inc.

Custom software &IT business solutions provider company US, 14 years’ experience in building mobile, cloud & web solutions - https://www.alliancetek.com