Buying signals: how to know when a company is ready to buy
The same email lands very differently a week after a company raised money than in a quiet month. Buying signals are public events that say a company is changing, and companies that are changing buy things.
The signals worth watching
- A new raise or loan: money to spend on growth.
- Fast hiring: several new job posts, especially for roles your product supports.
- A new leader: a new CEO, head of sales or head of marketing often brings new suppliers.
- A big contract won: many governments publish the contracts they award.
- A new website, web address or big website change: a new direction, product or market.
- Newly registered: a business that has just opened needs nearly everything.
Where to see them
- Job boards and company careers pages, for hiring.
- Company registers, official filings and funding news, for raises and new directors.
- Public contract notices and awards, such as SAM.gov in the United States, Contracts Finder and Find a Tender in the United Kingdom, and TED for the European Union.
- Press releases, company news pages and the company website itself.
How to use a signal in an email
- Use one signal, not a list. Name it with its date, so it is clear you did your homework.
- Connect it to a likely need: "Hiring five sales reps usually means..." and say how you help with that.
- Act quickly. A signal is most useful in the first few weeks.
Do it in FarLeads
- Open any company in Find contacts and go to its Why now tab: dated events such as raises, new leaders, big contracts, fast hiring and website changes.
- Press Explain with AI for what an event means, and get a first line for an email that cites it.
- Save companies you care about: Today then shows new events at your saved companies.