Stop Wasting Time With Tire-Kickers and Deadbeats: Simple Ways to Prequalify Prospects

We want to kick ourselves when it happens.

You pull out all the stops to really wow a prospect only to have them hum and haw and in the end, opt for the DIY solution. Was it something you did wrong? Maybe. But chances are, it was them. Chances are they never were really all that interested in buying to begin with.

Zen and the Art of Prequalifying Prospects

#1: Draw a Clear Line – Start off the discussion with a clear understanding of what you offer prospects for free and what you charge for. That way you can separate the serious prospects from the tire-kickers right away. A simple question like “Would you like more information on our sponsorship programs?” usually does the trick.

#2: Ask About Budget – Next, find out what they have allocated for a budget or what they think such-and-such should cost. This gives you a good idea if they are in the right ballpark so you can either stop the conversation right there and adjust their expectations or refer them to another company.

#3: Determine Goals and Objectives – Ask what success looks like to them. What do they want in terms of results? Timelines? Do their expectations match their budget? Try to get as many details as possible. Sometimes prospects may want regular in-person meetings and if that isn’t your style, then best to get that out of the way early.

#4: Find Out About Competition – Before you invest time and energy into pulling together a solution for the prospect, get an idea of the competitive landscape. Are you the one and only or the comparison quote? Depending on the answer, you may choose to decline or shift your strategy to displace the first choice.

#5: Gauge Urgency and Commitment – Try to determine how urgent the need is or how committed the prospect is to making a decision in the near term. Ask when they intend to make a purchase or get started with their project. Wishy-washy answers are a good indication of low commitment.

Knowing where you stand with prospects lets you determine how best to approach that opportunity. For example, politely offer the tire-kickers and deadbeats a free, self-help option to quickly get them out of your hair so you can focus on serious prospects.

The important lesson is to stop wasting time with people who aren’t serious about buying while at the same time still making them feel valued and served. Remember, today’s tire-kicker could be tomorrow’s best client.