How To Identify A Tire Kicker

How To Identify A Tire Kicker

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Definition of a tire kicker why would anyone kick a tire?

According to www.urbandictionary.com a tire kicker is:

Someone who is indecisive about purchasing a product or service, and never feels satisfied with what they are offered. In the end a tire kicker may or may not buy. The term comes from salespeople at car dealerships. Tire kickers would come around frequently, kick the tires a few times on the cars that they liked, but never make a solid purchasing decision on any particular car or trim.

A tire kicker is also...

A derogatory term used by salespeople and service providers for the educated consumer who carefully considers his or her options before deciding whether to purchase a product or service and who is not necessarily committed, at the beginning of the process, to purchasing anything at all.

The bottom line is that whether or not a tire kicker ever had the intention of purchasing anything from the salesperson, they always manage to do one thing: Take the salespersons time away from talking to and selling to people who are serious buyers.


How is a tire kicker different from a serious buyer? What they do that you cant see:

Identifying a tire kicker is not as easy as it sounds, especially if you are involved in a B2B sales process for high value products or services.

Of course a serious buyer is going to ask lots of questions, talk through many scenarios and request product information, references and case studies. A tire kicker will as well.

A tire kicker will spend all the time in the world taking about buying a product or service, but they wont really bother to read all the information the salesperson has spent so much time putting together because it's a purchase that is so far down their list of things to do or they never had the intention of buying anything the first place.

A serious buyer will ask all the same questions and request all the same material, but they will go away and follow up on references, they will read all the product information and case studies and share this kind of information with their colleagues.

Of course, the problem is that you have emailed them the material and now you dont know what is happening and you can hardly issue a test to see who has bothered to read it or not.


Identify and ignore. How to find them and eliminate them from the pipeline:

Its quite simple; you track everything that you provide them.

Using services like Pitch Maestro allows you to put all of your documentation on a password protected website which then provides analytics about what the prospective buyer has been doing with this information. Have they logged in? If so, how many times? How often? What documents have they read? How many times?

We've already established that a tire kicker will be happy to waste time talking to our salesperson, they are very sociable people, but they wont read documentation. This leaves a very simple process of elimination. If they dont read it, give it some time. If they still dont read it, dont bother following up, they are not serious.


Pitch Maestro

Pitch Maestro provides an environment that helps buyers receive all the documentation they need in a single location and helps the salesperson be more productive by identifying serious buyers quickly as well as saving time when creating a proposal package.

About the Author:
Pitch Maestro is an online service that allows sales people to create an individual microsite for every sales pitch. It collects all the documentation for a prospective buyer in a single location, shortens sales cycles by identifying serious buyers quickly, and saves time when creating a proposal package.

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