Does a signal mean they will buy?

No. A signal is a dated fact from the public record, such as a new director or a new loan. It tells you something changed, not that the company wants your product.

What a signal is good for

• Timing. It gives you a reason to get in touch now rather than at random.
• Relevance. It helps you pick companies in a situation where your product often helps.
• A better opening line. You can refer to something real instead of sending a generic pitch.

What a signal cannot tell you

• Whether the company has a budget or a need.
• Why the change happened. Every signal has innocent explanations, and each signal article lists them under "What it does not mean".
• Whether the person you contact is the right one.

Good practice

1. Pick the family that fits what you sell. See Pick signals for what you sell.
2. Combine a signal with a sector and area filter, so you only see companies you could serve.
3. Mention the fact, not a conclusion. Say "we saw you appointed a new director", not "we know you are growing".
4. Use the date the signal happened, and remember accounts-based signals describe a past year. See How signals work.
5. Follow the rules for contacting businesses. See Can I contact new companies?

Want a shortcut?

The Find likely buyers page lets you tell us what you sell and see companies likely to need it, with the facts behind each one. Treat the result as a shortlist to research, not a guarantee.