# Tire Kicker > **Quick answer**: A tire kicker is a prospect who shows interest in a product through demos or content engagement but lacks genuine purchase intent, consuming sales resources without converting. Sales teams identify tire kickers through behavior patterns like avoiding budget discussions, requesting multiple demos without decision-makers present, and stalling in the pipeline. Derrick helps qualify leads inside Google Sheets using 100+ enrichment data points to score prospects by company size, engagement signals, and buying intent, letting teams focus on high-conversion opportunities rather than resource-draining tire kickers. *Canonical: https://derrick-app.com/glossary/tire-kickerx* --- Understanding how data enrichment can be applied in real-world scenarios to drivebusiness results and improve operational efficiency. [Start Enriching Now](https://workspace.google.com/marketplace/app/linkedin_email_phone_finder_ia_%E2%80%94_derrick/3746789989?flow_type=2) ## Definition Tire Kicker Tire Kicker: A tire kicker is a potential customer who demonstrates interest in a product or service but is unlikely to make a purchase.In digital marketing and sales automation, identifying tire kickers is crucial for optimizing resource allocation and improving conversion rates. Tire kickers can consume time and effort without contributing to actual sales, often engaging with marketing content, attending webinars, or requesting demos without serious intent to buy. By using data enrichment tools, sales teams can better distinguish between genuine leads and tire kickers, allowing them to focus their efforts on prospects with higher conversion potential. Understanding tire kicker behavior helps refine targeting strategies, streamline customer journeys, and ultimately increase sales efficiency. Recognizing and managing tire kickers ensures that marketing and sales resources are invested wisely, maximizing return on investment and enhancing overall business performance. [Skip the definitions. Start generating business now →](/) ## Here is an exemple of : Tire Kicker For example, a B2B software company noticed that 40% of their demo requests never progressed beyond the initial call, despite consuming significant sales team resources. Upon analysis, they identified common tire kicker behaviors: these prospects asked numerous detailed questions but avoided discussing budget or implementation timelines, requested multiple follow-up demonstrations with different stakeholders who never materialized, and remained engaged in email communications without advancing through the sales pipeline. By implementing lead scoring that factored in company size, engagement patterns, and specific qualifying questions, the sales team reduced time spent on tire kickers by 65% and increased their conversion rate from qualified demos to sales by 28%. This allowed them to reallocate resources to prospects with genuine purchasing intent, ultimately boosting quarterly revenue while reducing the sales cycle length. ## You should also read: [Tokenization](/glossary/tokenizationx)[Total Addressable Market](/glossary/total-addressable-marketx)[Total Audience Measurement](/glossary/total-audience-measurementx)[Touches](/glossary/touchesx)[Touchpoints](/glossary/touchpointsx)[Trade Shows](/glossary/trade-showsx)[Trademarks](/glossary/trademarksx) ## Why teams choose Derrick. Powerful features that save time and boost your sales pipeline. ### ENRICHMENT #### 100+ data points on companies & leads. ### AI POWERED #### Run AI on Sheet for 0extra-cost. ### 0 MINUTE LEARNING CURVE #### Know Google Sheets?Know Derrick. ### BEST VALUE #### Same quality data, fora fraction of the cost. ## Every feature you need to succeed Comprehensive tools to find, enrich, and qualify your leads. 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