Some say, `I don't want to put any pre-qualifiers, because I want them to call me, and I'll qualify them.' Other franchisors want to have all sorts of qualifiers and are trying to rule out people who are wasting time--who are tire kickers
. We've tried it both ways, and I think we want to have the qualifiers just be the net worth and the liquidity relative to the cash investment.
While that was about 10% fewer attendees than the previous year, those who took the time to visit the show floor were serious users and not just tire kickers
, says Thomas C.
If the economy is to blame for keeping some attendees away, then it will more than likely sift out the tire kickers
We had a lot of tire kickers
, but we personally didn't complete a lot of deals," Siegler acknowledges.
Don't waste time trying to spot the "tire kickers
This eliminates the time wasted by sales people sorting the ready-to-buy prospects from the tire kickers
. Use a set of lead-qualification questions that determines time frame, budget, purchase authority and need to identify hot opportunities.
Also, it discourages tire kickers
from getting the card just to get the premium, and then never using it.
Another thing that hasn't changed is the problem of tire kickers
. Businesses always have lured customers with point of purchase promotions, demonstrations and gimmicks.
"There are a lot of tire kickers
around," said the source.
"One client built a matrix based on two factors--the value of the lead itself, ranging from 'ready to buy' to 'tire kickers
,' and where each prospect was in the sales process.
No tire kickers
," said Alex Peykar, a principal of Nourison.