In the current climate, where the closing of a sale has never been more significant, the potential threat of the tyre kicker has never been deemed more momentous.
The idea behind the term tyre kicker has had many generic explanations, the easiest of which to explain is that of an individual who appears interested in theory, however in reality has no interest in purchasing your product or service. Not being able to recognise a tyre kicker from a genuine sales opportunity can lead to great disappointment and can be time and/or resource consuming. It may also pull you away from a genuine sales opportunity that would have required your attention.
There are many and greatly thought defence mechanisms which have been put in place to recognise this type a peril. Let’s have a look at the very basic traits and alert warnings, highly compatible and related to the dreaded tyre kicker.
Warning 1: Request for additional information
One of the strongest indications that your prospect may be a tyre kicker is when your contact ends up requesting general information to be sent via email or post, after having discussed in details your offerings and their potential requirements. This may very well signify that your prospect wants to obtain generic information that he/she may use at a future date and may genuinely have a plan to review a couple of months down the line. However it could also be an escape route from the call without sounding un-interested or impolite. To identify the difference between the two, go to your qualification questions e.g. “I understand that this is not an immediate requirement however is this something which is on the radar for review further down the line?” or “Do you think budget could be allocated in a few months?”
Warning 2: Rushing through the call
Watch out if your contact on the phone is requesting information with extreme urgency, and is doing his/her upmost in order to rush you through your proposal. It may be the case that your prospective customer is genuinely busy at the time of call and this is the reason that he/she seems dismissive. However, it may also be a means for the tyre kicker to be polite as he/she doesn’t wish to dismiss the call from the beginning. Instead of volunteering to send information, always ask “You seem to be really busy there; would there be a more convenient time to call you back”?
Warning 3: Bargaining or discount hunting
Beware of the statement “If you can beat the price of X value, then we can talk” - this is a predominant sign that your contact is currently comparing the market for best offer, or may have a current issue with the service that they are currently receiving. If so, this is an ideal opportunity. And when a prospect asks about price, this may also be a good buying signal. But be aware that the prospect may also simply be using the information that you are providing as a stick to beat the current provider with. Again by asking very direct questions such as “Are you currently looking for alternative providers?”, you should be sure of your contact’s mind-set.
Warning 4: Not sharing any information
If your prospect is looking for quotations, however refuses to give any information on his/her requirements or their current situation, it may mean that the prospect is researching the market however has no intention of purchasing a product or service at that exact time. The general rule of thumb is “never give information until you receive information”. If you are giving a lot of information but not receiving much information in return this is a warning sign!
Warning 5: Use your own instinct
Listen to your prospect: the tone of voice, the questions being asked and the information being given will give you an indication on whether you have uncovered a genuine sales opportunity. If the overall reaction in your own opinion seems to be poor, it is more than likely a tyre kicker that you have been dealing with. Another rule comes to mind ‘Listen twice as much as you talk’. Are you making the mistake of talking too much and listening too little? Each prospect will have a different motivation for buying a product or service, you need to listen to what this motivation is and match their need to what you are selling! If you are unable to establish what the motivation is then you may be wasting your time!
Watch out for the above warning signs and also use your instinct to help you assess whether your prospective customer is a true sales opportunity. If, despite your best efforts, you meet too many tyre-kickers and too few qualified sales leads, talk to us. With years of experience behind us, we have become experts at reading the signals of a good sales opportunity!
Maven TM is specialised in B2B Telemarketing and Sales Lead Generation services for technology companies. With specifically developed processes and a team becoming subject matter experts, Maven TM consistently helps companies achieve their sales strategy. For more information, please contact Maven TM at info@maventm.com.
