Beware the Tire Kicker
Navigating the treacherous waters of client acquisition in the PR and marketing world often feels like a game of Minesweeper: One wrong move, and you’ve sunk a bunch of time, effort, and resources into a client that was never really a prospect. The infamous “tire kickers” are your worst nightmare in this scenario. They feign interest, ask endless questions, and yet never commit. Identifying them early on can save you a world of hurt.
I’ve been in business for nearly fourteen years, and I’ve learned a few things about avoiding these types of window shoppers. That doesn’t mean I always trust my instincts, though. Just this month, a tire kicker snuck up on me and I spent hours on travel, meetings, and crafting a proposal, all for naught. I know it’s part of the game, but man, it is a gut punch when you see all the time you wasted.
However, it’s crucial to remember that not every prospect who decides not to hire you falls into this category. Multiple variables could be in play: timing, budget constraints, or even a change in organizational priorities. Moreover, initial conversations with these prospects can provide invaluable market insights and may even pave the way for future collaborations when circumstances align.
Neglecting these relationships because they didn’t immediately convert is a missed opportunity. They may not be the right fit for your…
