The Salesperson’s Guide to Decoding Consumer Intent Data for Smarter Selling

Consumer intent data is more than just names and numbers, it’s the secret sauce of consumers’ browsing patterns and other relevant information.

With this consumer intent data, also called buyer intent data, you’ll get information that paints a comprehensive picture of the human being you’re about to contact.

This information allows you to transform your list of cold outreach prospects into living, breathing individuals with specific needs and interests.

It’s your job as the salesperson to think a bit like a detective. Read between the lines to figure out the information they didn’t share with you in their initial contact form.

This way, when you finally contact them, you’ll already understand their wants and needs so they think you’re a mind reader.

With this buyer intent information, you’ll be able to sift the weak prospects from the strong prospects. No more shooting in the dark, and contacting weak prospects.

In this article, we’ll teach you how to interpret your prospects’ signals so that when you finally reach out, you’ll connect in a way that significantly enhances your chances of closing sales.

What is consumer intent data? How do I use it?

Consumer intent data refers to the valuable information and data fields a prospect has submitted that give insight into their interests and needs.

Intent data encompasses a variety of specifics such as:

• Zip code
• Age
• Gender
• Health insurance status
• Smoker status
• Credit score
• Type of insurance
• Other information shared in an online contact form
• Type of vehicle
• Type of loan required
• Loan amount
• Etc.

Imagine a salesperson who purchases a batch of health insurance prospects. Each prospect comes with details such as age, current insurance status, and perhaps personal health concerns.

This information allows the salesperson to identify which prospects are most likely to convert and understand their needs before contacting them.

Imagine tailoring your pitch: A 26-year-old seeking their first plan gets a different approach than a 50-year-old wanting comprehensive coverage.

How can sales agents use consumer information to understand intent

When it comes to buyer intent data, the details matter. A lot.

For instance, the zip code listed can signal specific regional needs, such as storm coverage for people who live near the coast or in the tornado belt for homeowners insurance prospects.

Phone type, whether a cell phone or landline, can be a clue too. Landlines might indicate an older customer, which could change your approach (such as calling them directly or texting cell phone numbers instead).

Examples of interpreting consumer intent data fields across multiple industries

• Auto insurance: Younger drivers in high-traffic areas, like New York City, might prioritize comprehensive coverage.
• Solar panels: Homeowners in sunny regions with expensive electricity like Florida might be interested in cost savings from solar.
• Roofing: Customers in wind-prone areas like Nebraska could be open to discussing durable roofing materials.
• Health insurance: Older customers in their 50s might be looking for plans with preventative care or chronic condition management.
• Homeowners Insurance: Suburban homeowners with pools or trampolines may need higher liability coverage.
• Life Insurance: Clients with no health concerns might not initially prioritize coverage details, but further discussion could reveal a need for hereditary condition coverage.
• Mortgage Refinance: Recent homeowners in areas with rising home values could benefit from cash-out refinance options.

Strategies for decoding signals in consumer intent data

While consumer intent data gives you a ton of information on your potential customers, there will be times when you will need to connect the dots to learn more about their situation.

• How old is the intent data? Is the prospect a fresh, real-time client or is it an aged prospect that’s over a month old already?
• Have their needs evolved? Did your prospect look for a mortgage six months ago? By now, they may have settled on a mortgage and are now thinking about home insurance. Be ready to offer more options if they tell you, “We already have a mortgage, thank you.”
• What can their zip code tell you? Is it in a ritzy, high-income area, or a rural, low-income area? Often a quick Google search of the zip code and its local newspaper can give you a feel of their area and the issues affecting people there.

Decoding intent data from various industries

• Health insurance: A 26-year-old who filled out a contact form has probably just been kicked off their parent’s insurance plan and needs something affordable. A 59-year-old who just had heart surgery might be looking for a more comprehensive plan.
• Medicare supplement: A 65-year-old might require a more patient, informative approach focusing on clarity and the specific details about coverage. A prospect nearing the annual enrollment period may be more open to discussing different plan options to enhance their existing coverage.
• Mortgage consumers: A high credit rating could indicate sales readiness for premium options, while specific loan types can suggest refinancing opportunities.
• Auto insurance: Prospects who mentioned they own several vehicles, especially a blend of old and new cars, might be interested in multi-car policies with varying coverage levels.
• Home improvement: A prospect from six months ago interested in landscaping might be considering more extensive outdoor projects now, such as deck or patio installation.

How to deal with aged intent data—is it still good?

Yes, aged intent data still works well for sales agents.

Let’s discuss the difference between fresh, real-time prospects and aged intent data.

• Fresh intent data is gathered and sold almost immediately after the customer fills out a contact form. This information often costs more due to their perceived immediacy and readiness to engage.
• Aged consumer intent data can be anywhere from 15 days to 365 days old. However, they are collected similarly — often through online forms where customers express interest in a product or service.

Despite being older, these prospects can still hold significant value, while offering a steep discount on bulk batches.

For example, in decisions involving substantial commitments or investments, like mortgages or large home improvement projects that range from $50,000 to $400,000—the decision-making process can extend over several months, keeping your aged data still relevant.

Timing approaches for different types of aged prospects

No matter the age of the intent data, contacting the consumer is always an opportunity to cross-sell, whether they’ve decided on a solution already or not.

This strategy will maximize the value of your aged prospect and adjust for their evolving needs since they filled out the initial contact form.

Aged mortgage prospects

• Timing: Given the long decision-making process in real estate, reaching out months after the initial inquiry can still be timely.
• Upsell/Cross-Sell: If they’ve secured a mortgage, offer home insurance or refinancing options.

Aged auto insurance prospects

• Timing: Contact sooner, as vehicle insurance decisions are often made relatively quickly.
• Upsell/Cross-Sell: If they’ve already chosen insurance, suggest additional coverage options like roadside assistance.

Aged health insurance prospects

• Timing: It’s best to reach out closer to annual enrollment periods when people reassess their plans.
• Upsell/Cross-Sell: Offer supplemental health services or family plans if they’ve already enrolled.

Aged life insurance prospects

• Timing: Longer decision cycles; follow-up even months later can be effective.
• Upsell/Cross-Sell: Explore options for increased coverage or child policies if they have already taken a basic plan.

Aged solar installation prospects

• Timing: Contact before peak energy usage seasons.
• Upsell/Cross-Sell: If already installed, suggest maintenance services or additional energy-efficient home upgrades.

Aged home improvement prospects

• Timing: Reach out when they are likely to start the project, considering seasonal influences.
• Upsell/Cross-Sell: Offer related home improvement services or extended warranties.

Aged Medicare supplement prospects

• Timing: Approach near their 65th birthday or during Medicare open enrollment periods.
• Upsell/Cross-Sell: If they have chosen a plan, suggest complementary health services not covered by Medicare.

Aged final expense insurance prospects

• Timing: These prospects have a longer shelf life due to the nature of the decision.
• Upsell/Cross-Sell: If already covered, discuss options for additional beneficiaries or coverage extensions.

The real deal on tools for cracking the consumer intent code

When you’re knee-deep in intent data, you need more than just a good hunch — you need tools that do the heavy lifting for you.

Sure, you’ll get your consumer data in an Excel spreadsheet, but let’s talk about what you need to do with all of that data.

1. Sort the prospects by age, zip code, and type of insurance needed. Use Excel or Google Sheets. These aren’t just for making pretty tables. Get down and dirty with filters and formulas.  Use conditional formatting to highlight the ones with screaming potential.
2. Track every call, email, and conversion, and the ones that got away with your CRM. Use this intel to sharpen your next moves. Salesforce, HubSpot, Zoho—these aren’t just fancy databases, they’re your prospect battlegrounds. Segment those aged prospects into their appropriate groups.
3. Use marketing automation tools, like Marketo, Eloqua, or Mailchimp to automate those campaigns, personalize your emails, and watch cold prospects turn into warm prospects.
4. Score your prospects. Use your CRM or a specialized tool like prospectfeeder to score your prospects based on how they are. Set your desired criteria—age of the prospect, interactions, click-through rates—and let the tool do the work.

Common challenges working with aged consumer intent data

All right sales agents, let’s tackle the tricky bits of working with aged prospects.

You’ve got your prospects, but they’re not the shiny, super-expensive kinds that you pay top dollar for.

Nope, these are slightly aged, anywhere from two weeks old, two months old, all the way to a year old. The older the data is, the steeper a discount you’re likely to get.

The aged data you purchase will be high-quality but may have missing or incomplete data. This is inevitable when dealing with thousands of prospects.

Alternatively, you might contact an aged prospect only to find they already found what they’re looking for.

So how do you turn these challenges into wins? Let’s dive in.

Challenge: The “Who the heck are you?” reaction

You ring up a prospect, and they say, “Who are you, and why are you calling? I filled out that form months ago” Ouch.

Strategy: Start with, “I noticed you were interested in [X] a while back, just touching base to see if your needs have changed.” Acknowledge the time gap, and make them feel like you’re checking in, not just selling.

Challenge: duplicate prospects

So you’ve got John Doe’s number, twice. That’s twice the annoyance for John, and you.

Strategy: Scrub your list. Use a CRM to track and eliminate duplicates before you even start dialing.

At Aged Lead Store, we have your back — we offer a solid guarantee to fix any data mistakes or duplications, ensuring you get only the best quality prospects for your dollar.

Challenge: prospects who’ve already bought

You call, ready to sell a mortgage plan, but they say, “I closed on my house two months ago.”

Strategy: Flip the script. “Congrats on the new home! Have you thought about homeowners insurance?” Always have a plan B, a related service, or a product to pivot to.

Challenge: incomplete prospects

You’ve got a name and… not much else. Hmm, did this person forget to add more information? No bother, you can call them and get the rest of the information from them.

Strategy: Put on your detective hat. Use whatever info you have to personalize your approach. Even just a name can be a starting point for a conversation.

Challenge: cold, icy cold prospects

These prospects are so cold, that they could chill your coffee. They are not interested and not nice about it either.

Strategy: Warm them up slowly. Don’t jump into sales mode. Start by reigniting their interest, and offer them something valuable—a tip, advice, or an update on the industry.

Challenge: straight-up rejections

You’ll get the door slammed in your face. It’s part of the game.

Strategy: Don’t take it personally. Learn from it. Was it the timing? The pitch? Adjust and keep moving. Each ‘no’ is one step closer to a ‘yes.’

Practical examples of successful consumer intent data interpretation

Let’s shake things up and rethink our approach. We’ve dissected consumer intent data from every angle, so now it’s time for a fresh spin.

Imagine this section as your quick-hit playbook, giving you a laser-focused method for each type of prospect.

The quick-hit consumer intent playbook

1. Data point decoder: Identify one key piece of info from the prospect—age, current policy, or interest area.
2. Personalize your opener: Craft your first sentence to directly address that key point. This isn’t your usual “Hi, I’m selling…”; it’s “I see you’re interested in X, and I have just the thing…”
3. Connect the dots rapid-fire: Link their interest to a benefit. If it’s a mortgage prospect looking at high-rate options, tie it to how refinancing can save them cash.
4. Expect the curveball: Anticipate a common objection or alternative need they might have and prepare your counter-pitch.

Sales scenarios by industry

Life insurance:

• Data point: Mid-40s, inquired about basic life insurance.
• Opener: “I noticed you’re planning for the future and I respect that. Let’s talk about securing your family’s financial comfort.”
• Curveball prep: Be ready to discuss policy flexibility for changing life circumstances.

Health insurance:

• Data point: Early 30s, no current coverage.
• Opener: “Navigating health coverage can be a maze. I’ve got a plan that’s perfect for someone just starting.”
• Curveball prep: Anticipate budget concerns and have cost-effective options handy.

Auto insurance:

• Data point: Recent luxury car purchase.
• Opener: “That’s a fantastic car choice. Our premium auto plans are tailored for high-end vehicles like yours.”
• Curveball prep: Have info ready on additional perks like concierge services or enhanced roadside assistance.

Tips for staying sharp and on top of your sales game

Look, the sales game is a jungle, and consumer intent data is your machete. You’ve gotta keep that blade sharp if you want to hack your way to the top.

So, what’s missing from our arsenal? It’s not just about handling data; it’s about staying razor-sharp in a market that never sleeps.

Keep your tech game strong

• Jump on the tech train: We’re talking AI and machine learning. Use tools that chew through data and spit out gold – trends, patterns, the works. It’s like having a crystal ball, but cooler.
• Analytics aren’t just numbers, they’re answers: Get comfy with predictive analytics. These aren’t just numbers on a screen; they’re your roadmap to what the customer’s thinking, even before they know it.

Teamwork makes the dream work

• Data hoarding is so last season: Share those insights! Did you get a hot tip from a prospect? Spread the word. Turn those weekly meetings into a treasure trove of “aha!” moments.
• Break down the walls: Sales, marketing, and customer service—we’re all in this dance together. Swap insights, and mix ideas. It’s like a potluck, but everyone brings a piece of the sales puzzle.

Never stop learning

• School’s never out: The market’s always changing, and you’ve got to change with it. Webinars, workshops, or even chit-chat with the marketing team – keep your brain hungry and your skills fresh.
• Training is your gym session for sales: Regular training keeps you fit in the sales ring. Learn that new software, practice those pitches, and flex those data muscles.

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