Buying Triggers 101: 19 Signs Your Lead Is Actually Ready for a Demo
Explore 19 different buyer intent signs that say your prospects are ready for a demo
Timing is everything when it comes to sales demos.
Push a demo too soon, and you might scare the prospect away. Wait too long, and a competitor could swoop in and snatch the deal from your grasp.
But how do you capture the perfect moment for each of the hundreds, if not thousands, of leads in your database?
With AiSDR powering your account research and outreach, you no longer have to rely on guesswork.
Here’s a breakdown of 19 buying triggers that signal a lead is ready for a demo, and you can use AiSDR to zero in on.
What are buying triggers?
Buying triggers (also known as sales triggers, purchase signals, or sales readiness indicators) are events that suggest that a prospect is likely to buy your product, or at least one that’s similar.
This prospect might have been aware of your solution before, but they didn’t feel the urgency to act (i.e. they lacked buyer intent). But then something happened and pushed the prospect into “buying mode”.
Some common examples of buying triggers include:
- A startup raises a funding round and needs to invest it in scaling.
- A new decision-maker joins the team and starts looking for new solutions to fix existing bottlenecks.
- A new regulation sends companies on a quest for vendors that can help them comply.
By watching for buying triggers, your sales team can prioritize leads more effectively and deliver outreach that feels timely and relevant.
Otherwise, if you were to approach a prospect at a random moment, chances are they don’t need your product right now and they’ll likely ignore your pitch. But if you approach them after a trigger event, you can probably catch their attention.
Are sales triggers the same as buyer intent signals?
Not exactly.
Sales triggers are external events that suggest a buyer is likely to act. Intent signals are observable behaviors that occur because a prospect is looking for a solution.
Imagine a new regulation gets passed by a government. This forces companies to start looking for solutions to bring them into compliance by googling options, visiting websites, and browsing demos and pricing pages.
Sales trigger = New regulation
Intent signals = Visiting your pricing page
In practice, this distinction often blurs. That’s because a trigger makes a lead more likely to show intent. And once you see intent, there’s often a trigger behind it.
Instead of treating them separately, the best sales teams use both. They watch for events that suggest urgency and behaviors that show interest. And then they engage when both align.
Types of sales triggers
Sales triggers generally fall into three main categories: person-level, company-level, and industry-wide. Each offers unique insights into a lead’s readiness to buy (and you get best results by tracking all three!).
Person-level triggers
Person-level buying triggers involve individuals, usually a decision-maker in a company you’re targeting. While the exact trigger might not always be visible, the intent signals that follow are much easier to spot.
Some examples are:
- A product champion who switches to another company
- Someone who engages your LinkedIn content
- Someone who visits your high-intent webpages
By watching for these signs, you can reach out at the exact moment a prospect is actively thinking about your product.
Company-level triggers
Company-level sales triggers are often tied to internal changes that prompt a need for new solutions. It’s hard to pay attention to changes at every company, so you should look for changes at companies that match your ideal customer profile (ICP).
Common triggers include:
- Funding rounds
- Mergers and acquisitions
- New product launches
- Job openings
Company-level triggers often reveal customer pain points. For example, a company opening a dozen DevOps roles may be struggling with workflow automation (and that’s your cue to reach out).
Industry-wide triggers
Industry-wide triggers, as the name suggests, affect a broader market or vertical. These large-scale events create widespread urgency and opportunity.
These can be:
- New regulations
- Economic shifts
- Tech innovations
Industry-wide buying triggers are hard to miss. They can create a strong demand for your product across hundreds or even thousands of companies.
However, events of this scale are rare, and even when they strike, you still need a way to prioritize your new customers. But broad signals can also overwhelm. That’s why it’s important to layer them with company- and person-level triggers to prioritize the best-fit leads.
Why do buying triggers matter?
Buying triggers help sales teams act fast and reach out at the right time. That way messages land when there’s actual momentum behind interest (and not when leads are just names on a list).
This means:
- Swift engagement: You’re catching momentum, not pushing randomly.
- Increased relevance: Trigger-based outreach speaks directly to what the prospect is facing right now; that’s how it beats more personalized but ill-timed messaging.
- Higher conversion rates: People are more likely to accept a demo request for a product they need right now.
- Strategic advantage: You get ahead of competitors, reaching the prospects first.
- Smarter use of time and resources: Your sales reps focus on warm leads instead of chasing those far less likely to buy.
Buying triggers hint at the perfect moment to approach a prospect, and better timing means a much higher chance of closing a sale.
Buying triggers that suggest demo-readiness
Broadly speaking, demo triggers fall into four key categories: behavioral, intent-based, role or firmographic, and engagement-related. Spotting these signals and acting on them quickly helps your team catch prospects at peak interest and convert more of them into qualified meetings.
Behavioral triggers
Behavioral triggers show up in how prospects interact with your website. Use tracking tools to monitor website activity and match it to your leads.
Repeat visits to your pricing page
Frequent visits to your pricing page indicate a strong buyer intent. In B2B, it usually means the prospect is in the Consideration or Decision stage of their customer journey, actively evaluating costs and value.
Multiple check-ins mean they’re probably comparing options, building a business case, or seeking internal buy-in. Approaching them at this moment can tip the scales in favor of your product.
Outreach example
Subject: Want to walk through pricing together?
Hi [First Name],
I noticed you’ve been checking out our pricing page lately. Looks like you’re seriously evaluating options.
If you might find it helpful, I’d be happy to walk you through a quick demo tailored to what your team’s looking for. We can go over key features, pricing tiers, and how other [industry/role-specific] teams are using [Product] to solve [pain point].
Totally informal—just a chance to see if this is the right fit.
Here’s my calendar: [link]
Best,
[Your Name]
Repeat visits to your demo page
Demo is another high-intent page. Hitting it repeatedly screams demo-readiness. Most likely, the prospect is assessing fit, gathering questions, or weighing their options before booking. They just need one final nudge to actually book a demo and get to experience your product first-hand.
Outreach example
Subject: Want to see it in action?
Hey [First Name],
I noticed you’ve been checking out our demo page recently. Are you exploring how this might fit your workflow?
If you’re still deciding, I’d be happy to run a 15-min walkthrough tailored to [their team/function]—zero fluff, just real use cases.
Let me know if you’d like to set something up. Easy to book a time here: [link]
Cheers,
[Your Name]
Long dwell time on the website
Dwell time is how long a visitor actively engages with your website, whether it’s reading, clicking, or scrolling.
Unlike idle time (when they’re on the page but inactive), a longer-than-average dwell time shows strong interest and deep engagement. The prospect might be trying to understand how your product works, whether it fits their needs, and if it’s worth a test run. That’s where you can step in.
To avoid false positives, don’t just look at total dwell time: check visit patterns. If a visitor spends most of their time on key pages like features, use cases, integrations, or pricing, they’re worth approaching.
Outreach example
Subject: Can I help you explore use cases?
Hi [First Name],
I’ve noticed that you spent some time digging into our site. Looks like you’re exploring how [Product] could help your team.
If you’re curious about how it works in practice, I’d be happy to walk you through a quick demo tailored to [their role/industry]. This might save you time compared to piecing it all together online.
Let me know if that’d be helpful. I’ve got some time this week: [link].
Best,
[Your Name]
Watching a full product video or webinar
Watching a full video is a clear intent signal. Unlike skimming through a blog, the lead has committed time, usually 10 to 30 minutes, to learn more about your product. Most likely, they’re evaluating available options, trying to understand fit, capabilities, and return on investment (ROI).
This behavior often precedes a demo request. But you don’t have to wait. Instead, engage the prospect while their interest is at its peak.
Outreach example
Subject: Want a deeper look at [Product]?
Hi [First Name],
I saw you recently watched our [product video/webinar]. Hope it gave a solid overview. If you’re now thinking about how this might work for your team, I’d be happy to walk you through a live demo.
We can tailor it to your exact use case and dig into anything the video didn’t cover—whether it’s integrations, onboarding, or ROI.
Here’s a link to book a time: [calendar link]
Looking forward to connecting,
[Your Name
Requesting a comparison between your solution and competitors
Do you give visitors an opportunity to request a side-by-side competitor comparison from your website? Well, maybe you should, as that’s another way to identify demo-ready leads.
A person requesting such a comparison is seriously weighing their options. They want to know how you differ from a competitor in terms of features, pricing, and value. And when they ask you about it directly, they’re open to being persuaded.
Outreach example
Subject: Here’s how we compare to [Competitor]
Hey [First Name],
I saw your question about how we stack up against [Competitor]. Happy to break that down.
[A few key points that set you apart from the competitor.]
Even better, I can show you in a quick demo how teams like yours are choosing [Your Product] over [Competitor]—especially when it comes to [specific differentiator].
Let me know what you’d like to focus on, or feel free to book a time here: [calendar link]
Talk soon,
[Your Name]
Requesting a relevant case study
Turning some of your case studies into gated assets is a smart move. They’ll act as bait for high-intent leads.
When a prospect asks for a case study, it’s a clear signal they’re trying to visualize your solution in action: how is it going to work for their team? Or maybe they need more proof to gain support inside their organization. Either way, that’s a great moment to offer them a demo.
Some leads might surprise you by requesting a case study that doesn’t seem relevant to their industry or company type. It could be due to confusion or just a misplaced click. Still, it’s a great reason to reach out and offer a demo.
Outreach example
Subject: Want to see [Product] in action?
Hi [First Name],
Thanks for your interest in our case study with [Client Name]. If you’re exploring how this could apply to your team, I’d be glad to show you a live demo focused on the results we’ve delivered for companies like yours.
We can cover what worked, how it scaled, and how you could get similar outcomes.
Let me know if you’re open to a quick walkthrough. Here’s my calendar: [link]
Cheers,
[Your Name]
Intent triggers
Intent triggers often reveal themselves through how prospects interact with your multimedia content, emails, or third-party resources.
Downloading a buyer’s guide
Downloading a buyer’s guide is a clear mid-to-bottom sales funnel signal. It shows the prospect is actively researching options to make an informed decision. Perhaps they’re narrowing down their shortlist or preparing to pitch a solution internally.
Your product is already under serious consideration. That’s a prime moment to step in and win this deal from competitors.
Outreach example
Subject: Ready to see [Product] in action?
Hi [First Name],
Thanks for downloading our buyer’s guide. Hope it gave a clear picture of what to look for.
If you’re actively comparing vendors, I’d be happy to walk you through a quick demo to show how [Product] stacks up.
We can focus on your must-haves and how teams like yours are using our product day-to-day.
Here’s a link to book a time: [calendar link]
Best,
[Your Name]
Accessing an ROI calculator
Using an ROI calculator is a powerful intent signal. This person is no longer just learning about your product; they’re seeking to justify its purchase. They’re doing the math to answer the question, “Is this worth it?”
That’s your cue to jump in and walk them through your product, clearly showing its value.
Outreach example
Subject: Want help running the numbers?
Hi [First Name],
Saw you used our ROI calculator. If you want to sanity-check the results or walk through some real-world examples, I’d be happy to run a quick demo.
I can also share how companies similar to yours are hitting [specific result], and what levers really move the needle.
Here’s a link to book a time if you’re up for it: [calendar link]
Cheers,
[Your Name]
Clicking on high-intent emails (pricing, deep dives)
High-intent emails explain your pricing or product features in detail. They usually come at later lead nurturing stages or get triggered by other high-intent behaviors.
When a prospect clicks a link in this type of email, that’s a clear signal: you were right about them nearing the Decision stage. They need more information about your product to make up their mind, and you can provide it effectively through a demo.
Outreach example
Subject: Ready for a closer look at [Product]?
Hi [First Name],
I noticed you clicked through our [pricing/deep dive] email.
If you’d find it helpful, I can walk you through a live demo tailored to what your team’s looking to solve. We can dive into features, costs, and results other [industry] teams are seeing.
Let me know if that might be useful. Here’s a quick way to book a time: [calendar link]
Best,
[Your Name]
Engaging with review platforms like G2 and Capterra
Prospects only browse product reviews on dedicated websites, such as G2 or Capterra, when they’re actively evaluating options.
When a lead is checking out reviews for your product category, they’re already low in the funnel. They might be narrowing options, prepping for internal discussions, or even having budget approval in hand, one step away from finalizing their pick. Jump in at this point, and you’re highly likely to make a sale.
Outreach example
Subject: Helping you compare options
Hi [First Name],
I noticed your team’s been exploring [Product Category] on [platform]. If you’re comparing vendors, I’d be happy to show how [Your Product] stacks up with a quick live demo.
We can walk through what sets us apart and how teams like yours are seeing [specific result] after switching.
If you’re open to it, here’s a quick way to find the best time: [calendar link]
Best,
[Your Name]
Search queries for you or your competitors
Googling might not seem like a strong buying trigger at first. However, it’s a matter of what exactly the prospect is searching for. Queries like “[your product name] price,” “[competitor product] alternatives,” or “best [category] tools” definitely qualify as high intent.
In B2B, people often make these searches right before reaching out to vendors or starting internal discussions. Be proactive and take the lead by approaching them first.
Outreach example
Subject: Exploring [Product Category]?
Hey [First Name],
I heard your team’s been digging into options for [solution area]. If you’re comparing vendors or looking at [Competitor], I’d love to show how [Your Product] stacks up.
A quick 20-min demo might help you cut through the noise and see what’s actually different.
Here’s a link to book a time that works: [calendar link]
Cheers,
[Your Name]
Role/firm triggers
Demo triggers of this type involve a prospect’s role change or a major event affecting their whole company.
Recent funding
A company that just got funded is an easy sales target. When a startup raises capital, especially Series A to C, they have money, urgency to scale, and a mandate to move faster.
If your solution helps them grow and win their audience, they’ll be open to it. Make an early move and become part of their tech stack before it’s locked in.
Outreach example
Subject: Congrats on the funding—let’s talk scale
Hi [First Name],
Huge congrats on the recent funding round. That’s a big milestone and no doubt you’re gearing up for growth.
We work with teams in your stage to help [solve X problem] without slowing down execution. I’d love to give you a quick demo and share how others in your space are scaling post-raise.
Here’s a link to book a time: [calendar link]
Best,
[Your Name]
Hiring spree in your niche
A hiring spree is a strong buying trigger. When a company is hiring a lot of new people, it’s likely scaling aggressively and facing process gaps.
If your product is related to recruitment, onboarding, or the function they’re hiring for—say, a sales enablement platform while they’re actively adding SDRs—that’s your cue to jump in.
Outreach example
Subject: Congrats on the funding—let’s talk scale
Hi [First Name],
Huge congrats on the recent funding round. That’s a big milestone and no doubt you’re gearing up for growth.
We work with teams in your stage to help [solve X problem] without slowing down execution. I’d love to give you a quick demo and share how others in your space are scaling post-raise.
Here’s a link to book a time: [calendar link]
Best,
[Your Name]
Executive/leadership change
Leadership change, especially at the C-level, is a strong intent signal. New execs are under pressure to prove themselves, so they often shake things up, rethinking processes and replacing vendors. It’s your shot to get in while they’re looking for more efficient tools.
Outreach example
Subject: Congrats on the new role—let’s talk priorities
Hi [First Name],
Congrats on stepping in as [New Title] at [Company]. That’s a big move, and I imagine you’re already looking at where to make an early impact.
We help new [role]s hit the ground running by [brief value prop]. Would love to show you how other leaders in similar transitions used [Product] to drive quick wins.
If it’s useful, here’s my calendar: [calendar link]
All the best,
[Your Name]
Product champion role change
Product champions are decision-makers who know, use, and love your product. When they change roles, a double opportunity comes up to promote your solution.
First, you can re-engage the product champion in their new position. They already trust your product and may want to bring it along. Second, it’s a chance to reach out to the person stepping into their previous role: they might be open to sticking with a tool that’s already working well.
Outreach example
Subject: Congrats on the new role—let’s talk priorities
Hi [First Name],
Congrats on stepping in as [New Title] at [Company]. That’s a big move, and I imagine you’re already looking at where to make an early impact.
We help new [role]s hit the ground running by [brief value prop]. Would love to show you how other leaders in similar transitions used [Product] to drive quick wins.
If it’s useful, here’s my calendar: [calendar link]
All the best,
[Your Name]
Industry shift
A major industry change, like a new regulation or a big tech breakthrough, pushes many companies to reassess their processes and search for solutions that can help them adapt. That’s your moment to engage while urgency is high.
Outreach example
Subject: Congrats on the new role—let’s talk priorities
Hi [First Name],
Congrats on stepping in as [New Title] at [Company]. That’s a big move, and I imagine you’re already looking at where to make an early impact.
We help new [role]s hit the ground running by [brief value prop]. Would love to show you how other leaders in similar transitions used [Product] to drive quick wins.
If it’s useful, here’s my calendar: [calendar link]
All the best,
[Your Name]
Engagement triggers
These buying triggers are particularly easy to spot. They’re about prospects interacting with your outreach, whether it’s your messaging in LinkedIn posts and emails or content like webinars and case studies.
Likes or comments on LinkedIn content
It feels nice when people show interest in your LinkedIn content, but is that enough for a direct sales approach? In most cases, it actually is.
Your prospects are busy people. When they’re taking time to interact with your content, this indicates a strong interest in the problem you’re solving—and, quite possibly, in your product.
Outreach example
Subject: Congrats on the new role—let’s talk priorities
Hi [First Name],
Congrats on stepping in as [New Title] at [Company]. That’s a big move, and I imagine you’re already looking at where to make an early impact.
We help new [role]s hit the ground running by [brief value prop]. Would love to show you how other leaders in similar transitions used [Product] to drive quick wins.
If it’s useful, here’s my calendar: [calendar link]
All the best,
[Your Name]
Repeat replies to email outreach
Replies to outreach emails indicate a strong interest, especially when the lead is asking questions about your product. That’s a great opportunity to walk them through a demo that will address their queries and move the conversation forward.
Outreach example
Subject: Want to go deeper on [Product]?
Hey [First Name],
Appreciate your comments. It sounds like [solving a problem] is something you’re actively exploring.
Instead of trading more emails, would you like to hop on a quick call or demo? I can tailor it around your questions and walk you through how [Product] fits your use case.
Here’s a link to book a time: [calendar link]
Looking forward to continuing the convo,
[Your Name]
Consistent webinar attendance
Attending a webinar is a serious time commitment. People don’t do that unless they’re genuinely interested in the solution you’re offering. That prospect is definitely ready for a demo.
Outreach example
Subject: Great to see you at our webinars
Hey [First Name],
I noticed you’ve joined a few of our recent sessions. Appreciate you taking the time. Sounds like you’re diving deep into [topic or solution area].
If you’re exploring whether [Product] fits your team, I’d be happy to walk you through a live demo. I can tailor it to the questions we’ve been covering and show how other [industry] teams are using it day-to-day.
Here’s a quick link to book a slot: [calendar link]
Cheers,
[Your Name]
