Avoiding The Tire Kickers In Your Sales Process

We’ve all had them. The tire kickers. If you’ve been in the digital space for any length of time, you’ve experienced them a time or two. You’re probably experiencing at least one right now, because they do end up being a percentage of the people in you sales pipelines, no matter how much you filter for them (or filter out for them). 

In the context of digital marketing and sales, tire kickers can consume significant time and resources without yielding any return on investment. Recognizing and managing tire kickers is crucial for maintaining efficiency and focusing efforts on prospects who are more likely to convert into paying customers. Here are some characteristics of tire kickers:

• Procrastination: They frequently delay decisions and avoid committing to a purchase or action.
• Price Sensitivity: They often focus heavily on price and seek discounts or lower prices without making a purchase.
• Excessive Questions: They ask numerous detailed questions, sometimes repeatedly, without moving forward.
• Information Gathering: They seem more interested in gathering information than in making a decision.
• Lack of Follow-Through: They may book meetings or demos but cancel or reschedule multiple times.

To be fair, most of us have been a tire kicker of sorts to someone or something. At least once (maybe twice or even more than that). And it’s not a bad thing to be a tire kicker. It’s a good thing to have been on that side of the coin, because then you can understand the psychology behind why someone shows up that way and you can pick up on the red flags faster. Human beings can be quite complex and why someone avoids the buy can vary from person to person. Here are some common psychological reasons behind why someone is a tire kicker:

Fear of Commitment: Many tire kickers fear making a commitment, whether it's due to a fear of making a wrong decision or a general anxiety about commitment. This can lead to endless questioning and hesitation.

Perceived Risk: If the person perceives a high level of risk associated with the purchase, such as financial risk, quality risk, or fear of buyer’s remorse, they might hesitate to make a decision.

Information Overload: In today's digital age, people have access to an overwhelming amount of information. This can lead to analysis paralysis, where they are unable to make a decision because they are constantly seeking more information to reassure themselves.

Social Influence: People often seek validation from others before making a purchase. Tire kickers might be waiting for opinions from friends, family, or online reviews before making a decision.

Financial Constraints: They may be genuinely interested in the product or service but do not have the financial means to make the purchase. This leads to window-shopping behavior as they aspire to buy in the future.

Desire for Interaction: Some individuals simply enjoy the interaction and attention they get from engaging with salespeople or even the CEO/Influencer of a company. This can be especially true in the online space where human interaction can be limited.

Lack of Urgency: Without a compelling reason or urgency to buy, people can postpone making a decision indefinitely. If they do not see an immediate need or benefit, they might continue to browse without buying.

And once you know some of the more core issues of why you may be attracting in tire kickers, you can work to improve your sales processes to either fitler out, or turn a tire kicker into an actual buyer (not eventually or down the road, but immediately). Here are strategies to address each psychological trigger:

Fear of Commitment:

Strategy: Offer low-risk entry points, such as free trials, money-back guarantees, or introductory offers. These can help alleviate fears and encourage commitment.

Implementation: Clearly communicate these low-risk options early in the conversation to build confidence.

Perceived Risk:

Strategy: Provide strong social proof, such as testimonials, case studies, and reviews, to reduce perceived risk.

Implementation: Highlight these elements prominently on your website, landing pages, and during sales calls.

Information Overload:

Strategy: Simplify the information provided. Use clear, concise messaging and visuals to explain your product or service.

Implementation: Develop streamlined sales materials and FAQs that address common concerns without overwhelming the prospect.

Social Influence:

Strategy: Encourage referrals and provide opportunities for prospects to see your product or service in action through demos, webinars, or free trials.

Implementation: Create referral programs and share success stories during sales interactions to leverage social proof.

Financial Constraints:

Strategy: Offer flexible payment plans, financing options, or discounts for early commitments.

Implementation: Present these options proactively during sales conversations, showing empathy towards budget constraints.

Desire for Interaction:

Strategy: Set clear expectations for interactions and provide valuable, engaging content that addresses their needs.

Implementation: Develop a content strategy that includes educational materials, engaging webinars, and interactive demos. This keeps the engagement meaningful and productive.

Lack of Urgency:

Strategy: Create urgency through limited-time offers, exclusive deals, or highlighting the immediate benefits of your product or service. But, make sure your urgency is real, not faked just to make the sale. 

Implementation: Use countdown timers, special promotions, and clear calls to action in your marketing and sales efforts to create a sense of urgency.

Now let’s go into how to better filter out these tire kickers, so you can hold boundaries and avoid frustrations for yourself and/or your sales team members. 

Qualify Leads Early:

Use lead scoring systems to prioritize prospects based on their likelihood to convert. Factors might include budget, authority, need, and timing (BANT criteria). Implement pre-qualification surveys or forms that help identify serious buyers early on.

Set Clear Boundaries:

Train your sales team to set boundaries on the amount of time and information they provide before expecting a commitment. For instance, after a certain number of interactions, ask the prospect to take a specific action (e.g., scheduling a demo or providing budget details).

Automate Initial Interactions:

Use chatbots or automated email sequences to handle initial inquiries and filter out those who are just browsing from those who are genuinely interested. These tools can provide information and gather data, ensuring that only qualified leads reach your sales team.

Follow-Up Strategically:

Implement follow-up processes that encourage prospects to move forward in the sales funnel, such as setting deadlines for follow-up actions or offering limited-time incentives. Track engagement and responsiveness to prioritize follow-ups with more engaged prospects. 

Running a business is hard work. And there are always growing pains along the way. Your time is limited, and your sales team time is limited, so as much as you want to remain open to people coming in and making decisions that’s best for them, it cannot be at the expense of your business. There’s a balance to be had for both. The sooner you learn this, the faster you will grow and scale your business!

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Danielle Fitzpatrick Clark is lovingly referred to as America's Favorite Digital Disruptor. She doesn't just live, breathe, and sleep digital marketing, she embodies the constant shifts and pivots needed to create long-lasting businesses and brands in the online space. She's a 2x 2023 LinkedIn Top Voice (Digital Marketing & Influencer Marketing), Award Winning Podcast Host (Globally ranked top 3% most listened to podcast), International Speaker & Author, and a Top 20 Women Disruptors To Look Out For In 2023 nominee.

Her company Influence Builder is all about bringing the human element to the online tech and digital space. Specifically focused on helping the lesser-known experts, influencers and thought leaders, Influence Builder shows them how to break out of the noise, create powerful platforms, and thriving businesses so they can spread their mission and message to the world. This is the bridge where disruptors disrupt and build with authentic influence. Contact Danielle and her team about how they can grow your platforms, your audience, and your bottom line at info@influencebuilder.com.