It’s a common frustration for Australian SMEs: spending valuable time and resources on leads that ultimately go nowhere. Identifying serious buyers early on, and filtering out the ‘tire-kickers’, is crucial for maximising your return on investment from lead generation. We see this challenge repeatedly with our clients, and a few key strategies can make a significant difference.
The first step is understanding that not all inquiries are created equal. A genuine buyer is actively looking to solve a problem with a timeframe and budget in mind. Tire-kickers are often just researching, comparing options without a firm commitment, or even gathering information for competitors. Your lead capture forms and initial interactions need to be designed to reveal this quickly.
- Qualifying Questions Upfront: Don’t be afraid to ask direct questions on your website forms. Things like “What’s your estimated timeframe for implementation?” or “Do you have a budget allocated for this project?” immediately separate those who are serious from those who aren’t.
- Lead Scoring Based on Behaviour: Implement a lead scoring system. Assign points based on actions like downloading specific resources (case studies are great for this), visiting key pages on your website (pricing, for example), and engaging with your email marketing. Higher scores indicate greater intent.
- Dedicated Follow-Up Process: A prompt and structured follow-up process is essential. This isn’t just about calling back; it’s about asking targeted questions to uncover their needs and pain points. A good question is “What specific challenges are you hoping to address with a solution like ours?”.
- Content Gated by Commitment: Offer valuable content – webinars, detailed guides, personalised assessments – but require a more substantial commitment to access it than just an email address. This could be a phone number or a brief questionnaire about their business.
We’re also seeing increased success with clients using account-based marketing (ABM) techniques, even for smaller deals. Identifying key decision-makers within target companies and tailoring your messaging directly to their needs demonstrates a level of understanding that attracts serious buyers. As marketing automation platforms become more sophisticated, we anticipate ABM will become even more accessible for SMEs in 2026 and beyond.
Ultimately, filtering out tire-kickers isn’t about rejecting potential customers; it’s about prioritising your efforts on those most likely to convert. By implementing these strategies, you’ll free up your sales team to focus on qualified leads, improving your conversion rates and boosting your overall ROI. Your next step should be to review your current lead capture process and identify areas where you can incorporate more qualifying questions and behavioural tracking.
