Tire kickers are the customers who may not be serious about investing in your website or product, creating a clogged sales pipeline and consuming your time and resources. In order to sort out the tire kickers from quality leads, ask yourself the questions below about your would-be client.
How Much Personal Information Are They Willing to Share?
Do not be afraid to pre-qualify potential leads with a personal questionnaire, whether that comes in the form of engaging a customer in person, over the phone or online. The more you know about them, the better chance you have of either solving their problem or directing them elsewhere. Get their name, phone number, and business name (if applicable). Determine whom they are shopping for, what features they want, who else is involved in the buying decision, and what their budget and timeline for the product or project are.
As you gather information, continually re-assess your customer: do they already seem indecisive? Are they hesitant to sign up for a newsletter or website updates? The answers to all of the above will help you separate serious customers from tire kickers, and spend more time in quality conversations with the right people.
Are they Financially Ready to Purchase Your Product?
Though the customer in your office, on the phone, or corresponding with you via email may have a true desire to learn more about your product, they may or may not have the funds available to close the deal and make a purchase. In terms of businesses, try to discover the size of the opportunity, their budget approval and their purchasing timeline.
Do They Have a Need For An Immediate Solution?
If there is no urgency to close the deal, your customer will not need to make a purchase and so may choose to exit the buyer’s journey at any time. This is particularly true if they do not currently have the necessary financial backing to move forward. Find out where they are in the buying process.
Do They Have the Ability to Say YES?
Is there a boss, department head, committee, or spouse standing in the way of their ability to make a decision? If you do not have access to the decision-maker, you may not be able to close the deal, regardless of how much time and energy you invest in informing the consumer about your product.
How Much of Your Time are They Consuming?
Make sure all conversations, email or otherwise, are focused and productive. If the customer seems half-hearted in the initial conversation, they likely aren’t serious prospects. Track the amount of time you have invested in their questions and needs, as well as their level of interest and commitment. Similarly, keep an eye on how the customer is using their time. A quality lead may just need a little more information in order to make their decision, whereas a tire kicker may not have anything else to do.
In the end, you should not have to convince consumers to purchase your product or close the deal. On the contrary, your job is to “weed out” these would-be clients as part of the disqualification process, leaving behind only the real customers: your quality leads.