28 June 2018
It is said
that duplicate leads reduce productivity and they are nothing more than a
frustrating waste of time. There is no doubt
that duplicate leads do make your multiple lead capturing services redundant,
create confusion when it comes to follow ups, and even cause issues with the
CRM system of your auto business.
However, contrary to what you’ve heard so far, you may not
necessarily have to get rid of all duplicate leads. In this article, we’ll tell
you how these leads could potentially lend your auto business a helping hand.
It’s very true that when you get duplicate leads for auto
businesses, you need a good system in place for marking them as such, making
sure that the information is correctly merged, clearly indicating what contact
efforts were made.
A duplicate lead is someone who has told you, more than once,
that they are interested in your auto business. Considering how hard it is to
get anyone to convert at all, this is a huge opportunity.
For instance, a person may have visited the website of
your auto dealership a few months ago and enquired about an offer you had back
then on SUVs, but he may not have been ready to buy at that time. If he
returned at a later time for a different model, he’s definitely a good quality
lead, even if he is a duplicate lead.
In another example, someone might convert and leave their
contact information on your auto dealer website, and then move on to other
rival sites. A few weeks later, the same person could return to your website
and enquire again on an attractive leasing offer your auto dealership had on a
Leads in Disguise
Both the above-mentioned examples are high quality leads,
especially since they are practically ready to give you their business.
Another thing these instances had in common is that their
second conversion is more valuable than their first, since it came when they are
further down the buying funnel, more sure of what they want, and more invested
in your auto dealership. Therefore, instead of dismissing these duplicate
leads, you could make an asset of them with the following pointers:
- Educate your staff on the importance of duplicate leads. Find out why this person is a duplicate.
- Ask yourself if these leads have been called and if their interests have changed.
- Figure out how your auto dealership can help them in their car buying process.
- Pay close attention to what pages these leads looked at, which vehicle detail pages they viewed, and what cars they’re interested in.
- It also pays to look at all the CRM notes about this lead.
Once you’ve done all this, contact them for follow-up
conversations and provide them with the information they actually want so that
they come to your showroom and close the deal.
Prioritize them higher because as they’ve converted more
than once, they obviously have an interest in doing business with your dealership.For more information on using duplicate leads to
your advantage, Contact Us