Buyer Intent Analytics — The What, Why, And How

Imagine being able to tailor your sales pitch that exactly fit your buyer's needs!

While this may sound exciting, how do you possibly read a buyer’s mind to understand their intent?

We tend to perceive messages and conversations in ways that make us feel happy and hopeful. This is referred to as having “happy ears.” Sales teams with happy ears focus on the most promising parts of a conversation while filtering out all the probable reasons why a prospect would reject their products or services.

So, how do you know with certainty what the prospect is really saying? To negotiate successfully and win, you need to improve your emotional intelligence and understand the buyer’s real intent.

However, virtual sales meetings have made it challenging for sales users to read the room. It can often feel like trying to solve a puzzle with missing pieces. You know there's more to the conversation than just words, but how do you capture those subtle cues? That's where the magic of AI and ML comes in, offering a powerful lens to understand buyer intent through both verbal and nonverbal signals.

Read on to find out how Aviso AI uses techniques from expert hostage negotiators to understand the psychology behind a deal and give insights into buyers’ intent.

What is Buyer Intent Analytics?

Buyer Intent Analysis is the process of understanding, interpreting, and using the signals that potential buyers give about their interests in purchasing products or services. This technique involves capturing various verbal and non-verbal cues from prospects, such as their language, tone, body language, and even the frequency and content of their interactions with sales teams. In essence, it helps sales teams get into the minds of their buyers to catch not just what is being explicitly stated but also to gauge what isn't being said overtly—those subtle signals that indicate a prospect's true intent and readiness to purchase.

For instance, sales phrases that might sound promising can sometimes lack clarity. Phrases like "I'm interested" or "Let's move forward" can mean different things depending on the buyer’s genuine sentiment. A customer's intent becomes clearer through careful analysis of their overall engagement and any underlying doubt or enthusiasm expressed during interactions.

Why Does Your Sales Team Need Insights into Buyers’ Intent?

Reps who don't understand their buyers’ minds may endanger their organization's entire sales forecast!

Companies can no longer rely solely on surface-level feedback from potential buyers but need to delve deeper into understanding the psychology behind buying decisions. Doing so allows sales teams to tailor their strategies and communication approaches more effectively. When a sales rep understands not only that a buyer is interested but also why, they can adjust their pitch to better meet the buyer’s specific needs and concerns. This understanding leads to more productive conversations, stronger relationships, and, ultimately, more conversions. Buyer intent analysis helps sales teams be proactive rather than reactive, anticipating buyer needs and guiding them through the purchase journey with insight and empathy.

Here are some benefits of having insights into your buyer’s intent:

• Understand what motivates your buyers and what decision-making process they go through while making a purchase. 

• Determine whether and when a potential buyer is actively thinking about or looking to buy your products/services. 

• Anticipate a buyer's next move, such as whether they would buy, sell, discontinue using, or suggest a product. 

• Identify additional products or integrations that would benefit your clients and help them meet their demands in advance.

• Reduce churn by determining how and when consumers communicate with other businesses and whether they could be considering switching vendors.

How Does Aviso Analyze Buyers’ Intent?

At Aviso, we use a variety of AI techniques to help account executives drive direct interactions with buyers, understand their intent, and win more deals faster. Aviso’s Conversation Intelligence makes every sales interaction count by analyzing the implicit and explicit signals buyers send on every call, email, and meeting. 

Through groundbreaking AI and machine learning algorithms, Aviso helps sales teams recognize and interpret these subtle signals to foresee potential trends and hurdles in the sales process.

Text Analysis 

Imagine going through hundreds of emails, messages, or call transcripts, trying to find the hidden gems of insight. Sound exhausting, right? 

Aviso sifts through a large number of documents or conversations, such as emails, calls, and texts, to find new information or answer specific questions. Its robust machine learning algorithms perform text analysis for different components, such as intent topics, keywords, and competitor mentions, to analyze buyers’ sentiments. 

With Aviso’s robust machine learning algorithms, you can zero in on intent topics, keywords, and competitor mentions that often hold the key to what your buyer is really thinking. This enables you to swiftly identify the sentiments of key decision-makers so you can tailor your offers to match their needs. By analyzing keyword usage and competitor mentions, you gain insights that let you adjust your sales pitch and boost your deal-closing chances.

Subtext Analysis Using Nonverbal Cues

We all know actions speak louder than words, but what about facial expressions or the tone of a buyer’s voice? These nonverbal cues often go unnoticed, yet they reveal a lot about buyer intent. Aviso leverages some of the most well-known research projects on nonverbal communication—the Mehrabian Rule and the Pinocchio Effect. Our AI detects the nuances of nonverbal communication by analyzing facial expressions, gestures, tone inflection, and pitch to identify buyers’ key moments and engagement levels.

Instead of merely detecting primary emotional states such as happiness, anger, and sadness, our AI identifies subtle emotions appearing in everyday human and computer interactions. Natural language processing (NLP) reveals hidden cues and provides insights into what is causing a particular emotion during a call. This helps determine how the way of speaking affects the deal when the buyer is delighted or bored and what areas need improvement.

Final Insights: Leveraging Buyer Intent for Smarter Selling

Buyer intent analysis can be a game-changer in sales. When sales reps get insights into how buyers are responding (verbally and nonverbally) to questions like next steps, budget, and timelines, they use these to prepare for the follow-up conversations and eventually close deals faster. These insights also give sales leaders the opportunity to coach their reps better in handling buyers’ lies or objections.

By harnessing the power of Aviso's intuitive analytics, sales teams can not only gain a deeper understanding of buyer intent but also strategically pivot their approach, driving sales faster and fostering enduring client relationships. The insights derived from this sophisticated analysis are integral to shaping a proactive and agile sales strategy that aligns closely with buyer needs and intentions.

To learn more about how Aviso AI delivers a supreme buyer experience through AI-powered insights, book a demo now!