Don’t dismiss your duplicate leads. Capitalize on them.
Here are some ways to ensure you are making the most of your duplicate leads– and making them happy.
Here are some ways to ensure you are making the most of your duplicate leads– and making them happy.
- Educate your staff. Your dealership should reframe the conversation about duplicate leads and consider them ultra-qualified, hot leads.
- Go through your CRM and pull examples of good duplicates to illustrate the phenomenon.
- Train your staff in using your CRM to find and utilize all information about duplicate leads to make the most of follow-up conversations.
- Create dealership-wide best practices for follow up with duplicate leads.
- Find out why this lead is a duplicate. Whenever someone on your team discovers a duplicate, his or her immediate goal should be to find out why. Has this person been contacted already? Have their interests changed since their first conversion? How can you help them in their car-buying process?
- Read the lead. Carefully. Pay close attention to all the data in your CRM about this lead. What pages have they looked at? How long have they spent on your site? Which VDPs did they interact with? Are they interested in a particular model? Is their second conversation different from their first? Make sure you know all this information.
- Provide valuable follow-up. A lot of dealerships send an automated message when a lead converts. You will have much more success if you call them, within a few minutes after they convert, armed with all the information you gathered from your CRM. Make sure to answer any questions they’ve asked, and provide them with the specific information they are looking for. Do not ask them for information they have already provided, or use a script. Instead, listen to your lead’s interests and let them guide the conversation. You can also use the data your CRM provides you to direct the conversation.
- Prioritize these leads. Since these leads are so valuable, make sure they are a top priority:
- Check for duplicates daily
- Make sure they get top priority for follow-up calls
- Have a clear system for staff to take notes on calls