In sales, not all leads are equal. Tire kickers show interest but rarely buy, consuming time and resources without genuine intent. For B2B companies with complex products, they can slow sales and divert focus from serious leads. However, with the right approach, they offer opportunities for conversion and long-term relationships.
This guide explains tire kickers, their types, and how to identify and manage them effectively. It also provides actionable tips to convert them into valuable customers using tools like Supportbench to streamline workflows and improve customer support.
What is a tire kicker?
The term “tire kicker” originated in car dealerships to describe customers who browse and test drive without buying. Today, it refers to prospects who ask many questions but show little intent to purchase.
Tire kickers often don’t match your ideal customer profile, lack clear needs, or have insufficient budget or urgency. They may also lack decision-making authority or simply compare prices without serious buying plans.
While they can drain resources, the right sales strategies can sometimes turn tire kickers into paying customers.
8 Types of Tire Kickers
Tire kickers display behaviours that set them apart from serious buyers, such as fixating on price or avoiding decisive discussions. Spotting these warning signs early allows you to adjust your sales approach and save time.
Below, we outline the types of tire kickers, their traits, and how to distinguish them from genuine prospects.
1. The Frugal Shopper
Frugal shoppers focus heavily on price, often lacking the budget or authority to purchase. Even if they buy, they may switch to a competitor for a better deal.
Identify them by frequent cost-cutting requests or demands for free items. While free trials or demos can be useful, be cautious with those seeking extended access—they likely won’t commit to paying.
2. The Window Shopper
Window shoppers are like mall-goers browsing displays with no plans to buy. Driven by curiosity or simply passing time, they typically have no immediate intent to make a purchase. However, they might buy something if it captures their interest unexpectedly.
3. The Shop-Talker
It’s normal for sales calls to include light conversation, but shop-talkers often steer discussions toward personal topics instead of your product or service. They avoid engaging in meaningful business conversations and quickly change the subject when you try to refocus.
4. The Bargain Hunter
Bargain hunters prioritize finding the best deal. They frequently negotiate, inquire about discounts, and compare prices. While they may eventually buy, they only do so if they feel they’ve secured a significant bargain.
5. The Leisurely Shopper
Unlike serious prospects with deadlines or urgent needs, leisurely shoppers lack a clear timeline or pressing reasons to buy. They browse without a specific goal, making them challenging to convert. To identify them, look for an absence of urgency or a defined timeline, and don’t hesitate to ask directly about their purchase plans.
6. The Researcher
Researchers love gathering information. They compare products, take notes, and delve into details, but they’re often not ready to commit. They may be planning a future purchase or simply staying informed, which means their interest doesn’t translate into immediate sales.
7. The Backup Planner
Backup planners are tied to long-term contracts with other vendors and aren’t looking to switch soon. Instead, they explore alternatives as a contingency for future changes. While they might convert eventually, this process can take time. To manage them, ask about their current solution, timeline, and specific plans.
8. The Spy
Spies may not be as dramatic as secret agents, but they serve a similar purpose—gathering intel. Often sent by competitors, spies pose as genuine prospects but show unusual curiosity. They may ask detailed questions about upcoming products, unreleased features, or proprietary details.
To identify spies, watch for overly specific or probing questions, especially those unrelated to immediate purchasing needs.
How to Identify Tire Kickers During Your Sales Process
Spotting tire kickers early allows your sales team to focus on genuine leads and maximize resources. Here are common red flags to help you differentiate tire kickers from ideal customers:
They don’t fit your ideal profile of potential customers
Tire kickers often don’t align with your ideal customer profile (ICP)—a detailed description of the customer who benefits most from your product or service. To identify mismatches, compare prospects against your ICP by asking:
- Are you in an industry or region we specifically serve?
- Do you match the demographics we target?
- Can our product solve a specific problem for you?
If the answer is no, the prospect is likely not a strong match, allowing your team to redirect efforts toward more promising opportunities.
They don’t know what solution they need
Despite abundant resources for research, some leads—often called “cold leads”—reach out without fully understanding what they’re looking for. These prospects require additional guidance to navigate your offerings.
For example, CRM buyers may struggle to define their workflows or processes. While these leads aren’t always tire kickers, those who remain unsure about their needs after multiple discussions may need more time before progressing through the sales pipeline.
They can’t afford what you’re selling
Budget constraints are a common trait among tire kickers. They often push for lower prices, freebies, or extended trials without genuine commitment. These prospects typically lack research into product costs or fail to understand value at different price points, leading to unrealistic expectations.
Focusing on prospects with both the budget and decision-making authority is more efficient. However, offering free tools or resources to budget-constrained prospects can nurture them into paying customers over time.
They lack decision-making authority
Tire kickers often don’t have the power to approve purchases but may still engage in discussions, request proposals, or ask questions. To save time, identify the key decision-maker early by asking direct questions:
- Who is responsible for final purchase decisions?
- Can we involve them in the discussion?
Focusing on decision-makers increases the likelihood of closing deals while streamlining the sales process.
They focus on personal conversations
Building rapport is crucial in sales, but tire kickers often derail conversations with unrelated personal topics. This distracts from business discussions and signals a lack of serious buying intent.
Look for leads who shift away from discussing product features, benefits, or ROI and instead focus excessively on personal anecdotes. Redirecting these conversations can help determine whether they are genuinely interested.
How can you convert tire kickers into buyers?
Not all tire kickers are a waste of time. With the right strategies, you can turn hesitant leads into paying customers. Here are actionable tips to help convert inquiries into sales:
Build Rapport
Establishing trust is crucial. Take the time to connect with potential customers by listening to their needs and answering their questions with patience and kindness.
Avoid making them feel like a burden. Instead, demonstrate your expertise by providing accurate information and showing genuine care for their concerns.
A strong rapport can lay the foundation for future sales.
Don’t Pressure
Following up is essential, but applying too much pressure can push tire kickers away. Be patient and focus on building a relationship rather than making a quick sale. Give prospects the time they need to feel confident in their decision and trust in your product or service.
Offer Incentives
Everyone loves a good deal. Even tire kickers can be swayed by giveaways, discounts, or free trials. Offering them an opportunity to experience your product or service risk-free can encourage them to commit. Highlight the value they’ll receive to make the incentive more compelling.
Stay in Touch
If a sale doesn’t happen immediately, don’t lose hope. Regular follow-ups help keep leads engaged and ensure your business remains top of mind. Use newsletters, updates, or personalized messages to nurture these relationships without coming across as pushy. When the timing is right, they may become loyal customers.
Conclusion
Tire kickers are a natural part of the customer journey, particularly for B2B companies offering complex products. While they may seem like a drain on resources, understanding their behaviours and needs can transform them into valuable customers.
By identifying the different types of tire kickers and applying strategies like personalized offers and active engagement, businesses can manage these leads more effectively and uncover new opportunities for conversion.
Supportbench simplifies this process with tools designed to track customer behaviour, automate tasks, and deliver tailored support to hesitant prospects. By leveraging these features, your team can build stronger relationships and convert tire kickers into loyal, long-term customers.
Ready to elevate your customer interactions and streamline your sales process? Visit Supportbench today and discover how our platform can help you achieve your goals.
