Marketing for Signals Not Sales - Daniel Priestley

My guest today is Daniel Priestley. Daniel Priestley is the author of four best-selling books Key Person of Influence, Entrepreneur Revolution, Oversubscribed and 24 Assets.

Daniel is a successful entrepreneur who's built and sold businesses in Australia, Singapore, and the UK. He's the co-founder of Dent Global, one of the world's top business accelerators for entrepreneurs and leaders to stand out and scale up.

With offices in London, Sydney and Toronto Dent's accelerator programs have global reach. Endorsed by the Institute of Leadership and Management, over 500 entrepreneurs and leaders, each year participate globally in developing their businesses with the support of high net worth mentors.

He's named in the Top 10 Business Advisors in the UK by Enterprise Nation and one of the top 25 entrepreneurs in London in the Smith & Williamson Power 100 Awards.

What we’ll be discussing on this episode:

• The four drivers for a market imbalance
• Building an audience in a specific niche
• Encouraging prospects to signal interest in products
• Building marketing assets (P4Ps) and why it’s important to use these instead of mindless outbound marketing
• Why being a Key Personal of Influence in your industry is so important

What Are Buying Signals in Sales?

We’ve all been there, chatting with a prospect, not sure if they’re on the fence or about to leap in with both feet. So, how do you know when someone is actually interested in your offer and it’s time to move in for the sale? That’s where buying signals come in.

Simply put, buying signals are clues, verbal, physical, or written, that show your prospect is seriously considering making a purchase. Missing these signals can mean walking away empty-handed, while spotting them lets you nudge the conversation toward a decision with confidence.

Spotting Buying Signals

Buying signals generally fall into three buckets:

• Questions: When a client starts asking about things like delivery times, payment options, or how the service works behind the scenes, you’re onto something. These questions aren’t just polite chit-chat, they’re windows into their intent and interest. For example:

  • “How soon could this be delivered?”
  • “Is there a warranty included?”
  • “Can I customize this for my team?”

• Statements: Listen for comments that show the person is picturing themselves as an owner or user. If you hear things like “I could really see this freeing up my Friday afternoons,” or “This would fit right near the entrance,” they’re mentally moving forwards. Even simple affirmations, “Yes, that makes sense,” or “That’s what I need”, can be a green light.

• Non-Verbal Actions: Body language often says more than words. When someone leans in, nods, takes notes, or keeps revisiting a specific feature, those are classic signals. People in deep consideration mode might stroke their chin (classic!), tilt their head, or even doodle with their pen while thinking.

Why It Matters

Recognizing and acting when these buying signals pop up separates the order-takers from the rainmakers. When your prospect starts showing signs, through their words, their body language, or their questions, that’s your cue to help them make a decision, rather than delivering yet another feature dump.

Up next, we dig into...

Spotting Customer Signals: What Are They Really Telling You?

Let’s talk about something that’s often hiding in plain sight, those statements your prospects make that reveal they’re ready to buy, or at least leaning eagerly in that direction. Instead of relying solely on your super-sleuth sales instincts, tune your ear to the subtle cues your prospect drops into conversation.

You'll often hear phrases that shift from passive interest to active ownership: things like, “When I use this system, I’ll be able to process items more quickly,” or, “I think we’d get the best results if the machine was installed by the entrance.” Suddenly, they’re picturing themselves using your product. That's gold dust.

Other signs are even more straightforward, repeating your points back to you, nodding along, tossing in affirmations like “yes,” “right,” or “that’s exactly what we need.” Sometimes, they loop back to revisit a detail or ask to compare their options one more time, which usually means they’re narrowing things down in their mind.

If you catch someone weighing alternatives or rephrasing the outcomes after adopting your solution, you’re probably closer to a handshake than you think. So, keep an ear out; these little nuggets tell you that the prospect isn’t just interested, they’re picturing a future as your customer.

What kinds of customer questions are considered buying signals?

If you’re wondering how to spot genuine interest versus polite curiosity, pay attention to the kinds of questions a potential customer asks. True buying signals typically show up when someone starts bridging the gap between consideration and action. Here are some stellar examples:

• Delivery & Timing Inquiries: When a prospect asks “How soon could we get started?” or “What are your delivery timelines?”, they’re picturing your solution in their life or business. That’s a major green light.
• Price & Value Questions: Queries like “What’s the cost?” or “Are there different price options?” show they’re weighing affordability, but crucially, also evaluating if the investment is justified. At this point, it’s about reinforcing value, not just stating a number.
• Detail Clarifications: If someone circles back with questions about specific features or requests more detail, “Can you explain again what’s included in the premium package?”, it’s a sign they want to feel confident before proceeding.
• Seeking Reassurance: When prospects ask “Which option would suit us best?” or “Do you think this will solve our particular challenge?”, they’re picturing themselves as customers and looking for expert guidance before making the leap.

Spotting these signals means you’re not just chatting, you’re helping someone make a decision. That’s where real momentum begins.

Spotting Verbal Buying Signals

So, how do you know when someone’s genuinely warming up to your offer? Listen carefully, often, customers give away clear hints they're seriously thinking about making a purchase. Here are a few tell-tale signs to watch (or rather, hear) out for:

• Ownership language: Phrases like “When I use this…” or “Once I get this set up…” suggest your prospect is already picturing themselves with the product or service.
• Agreement and affirmation: Simple affirmations such as “yes,” “right,” “that sounds good,” or “okay,” even tossed in mid-conversation, can indicate their interest is peaking.
• Detail questions: If they start diving into specifics, like installation, delivery times, or customization, they’re probably picturing how it fits into their world.
• Repeating benefits: When someone echoes your points (“So, this will help me process orders faster?”), it generally means they value what you’re offering.
• Comparisons and options: If they’re weighing features or debating which package to pick, you’re in buying-signal territory.

Some prospects may also circle back to important points more than once, signaling they’re double-checking before making the leap.

Recognizing these genuine buying signals can give you the confidence to guide the conversation naturally toward closing, without being pushy or overly “salesy.”

How Customer Questions Reveal Buying Interest

Ever noticed how the best customers start asking questions? That’s a sure sign they’re warming up and leaning into your offer, it’s the green light that signals genuine buying interest.

Here are a few ways those questions show up:

• Delivery and Logistics: When someone asks, “How soon could we get started?” or “What’s the usual delivery timeframe?” it’s rarely idle curiosity. They’re picturing your product or service in their world, and that means they’re moving from browsing to seriously considering a purchase.

• Pricing Queries: If you hear “How much does it cost?” or “Is there a payment plan available?” that’s another strong signal. Sure, there may still be objections to handle, maybe they need reassurance on value, but pricing questions mean you’ve piqued their interest.

• Clarification Requests: Sometimes prospects dig into the details, asking about specs, features, or how something works. These aren’t time-wasters; they’re double-checking that your solution truly fits their needs.

• Seeking Recommendations: When someone says, “Which package do you think is best for me?” or “What would work best in our case?”, they’re inviting you into their decision process. They’re moving out of research mode and closer to closing the deal.

Bottom line: The quality of your prospect’s questions tells you how far along they are in their buying journey. Questions rooted in logistics, specific needs, or recommendations are your cue to guide them confidently toward a yes.

The Three Main Types of Buying Signals

So, what should you actually look out for when a prospect is interested? Buying signals typically fall into three buckets:

• Questions: When your potential client starts asking about specific details, timelines, pricing, delivery, next steps, you know their wheels are turning and they’re picturing themselves as your customer.
• Statements: These sound like, “I could see myself using this,” or “That feature would really help my business.” They’re voice-memos from your prospect’s brain, letting you know you’ve struck a chord.
• Non-Verbal Cues: Sometimes the buying signal doesn’t come in words at all. You’ll notice nodding, leaning forward, taking notes, or lingering a bit longer after a meeting. All these little gestures add up to interest you shouldn’t ignore.

Once you spot these signals, it’s your moment to step up and guide the conversation forward, helping your prospect make the leap from curious to committed.

Non-Verbal Signs Your Prospect is Ready to Buy

One of the most powerful things you can do in a sales conversation is to tune into what’s not being said. Non-verbal cues often speak louder than words, and skilled salespeople know that a prospect’s body language can reveal their true level of interest.

Keep an eye out for these tell-tale signs:

• Positive facial expressions: A relaxed, nodding head, or even a genuine smile typically signals agreement and receptiveness.
• Engaged posture: If they’re leaning in, turning their body toward you, or noticeably focusing in your direction, that’s a green light, they’re interested.
• Thoughtful gestures: Actions like stroking their chin, adjusting their glasses, or thoughtfully tapping a pen can mean they’re seriously weighing up what you’ve said. If they’re quietly contemplating, you’ve captured their attention.
• Wide, attentive eyes: Eyes that open a little wider or pupils that appear more dilated can be surprisingly good indicators of intrigue or fascination with your offer.
• Head tilts: A slight tilt of the head isn’t just curiosity, it often shows your prospect wants to know more and is genuinely engaged.

Notice several of these in a conversation? That’s your cue to gently move things forward, try a soft close or simply ask if they’d like to take the next step. When you tune into these subtle signals, you’ll spot golden opportunities to progress the sale before the competition even picks up on what’s happening.

Spotting Buying Signals Through Body Language

So, how can you really tell if a customer’s on the brink of buying, without them uttering a word? The secret’s in their body language.

Keep your eyes peeled for those moments when someone leans in during a conversation, or their head subtly nods as you talk about your offer, these aren’t just polite gestures; they’re green lights. A client who sits forward, maintains eye contact, or even tilts their head is usually signaling a genuine interest in what you’re saying.

Other tell-tale signs? Watch for people who begin to handle objects thoughtfully, a pen in the mouth, glasses twirled absentmindedly, or fingers tracing the edge of a notebook. These moves aren’t just fidgeting; they often show deep consideration and seriousness about the next step. You might also notice a shift in facial expressions, from neutral to more animated, or eyes widening slightly, a classic sign of curiosity or attraction to your proposal.

Of course, none of these signals guarantee a sale, but tuned-in salespeople treat them like gold dust. Over time, you’ll spot patterns in your own customers and know exactly when it’s time to ask for the close.

You can check out Dent’s website here: https://www.dent.global/

and complete the Key Person of Influence scorecard here: http://scorecard.keypersonofinfluence.com/

A Bit about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz