Lead Statuses
The lead status is located next to the lead source and in the lead section of the customer profile. The statuses are important to how we work a lead, leave notes, and set tasks.
Active- This means what the title suggests, and active lead is a place to work a new opportunity for a customer, and aside from a “sold” lead, this is the only place you can properly leave notes, communications, or set tasks.
Bad- This means what the title suggests, this lead was never really a lead at all. A bad lead is a lead that should never have made it through our filters. Only if it is completely fake or there is no opportunity for anyone, anywhere to do business with them.
There are several options to choose from when marking a lead “bad”. Reasons to mark a lead “Bad”. The options in green are okay to use, the ones in red are unacceptable:
Bad or no contact information- If the customer has an incomplete or fake name, bad email, disconnected phone number, no potential duplicate leads, there’s nothing you can do. Mark it bad and move on with your life.
Dealer Test Lead- We test leads frequently from various sources to make sure it’s working well for you. Generally if this is happening, management is already looking for this lead to populate, or it will be wildly obvious.
Duplicate Lead-This generally occurs automatically. A credit application coming in after a customer is already market sold or a merged customer is going to be the most common usage. This even gets its own particular status even though it is categorized as a “bad lead”
Incentivized (consumer contest)- Did they fill out a vacation giveaway at a local baseball game and you got a lead? Did they go to a local auto show and enter to win a car? These aren’t leads, these are a waste of time. Consult your marketing director with better strategies.
Incorrect/Disconnected Phone- Phone is not the only way to contact a customer. If “Bad or no contact information” didn’t already apply, then why does this choice even exist? Is there an email, then it’s a lead, even if it's not our preferred method of contact.
No Contact in five days- Try harder, it’s still a lead. It will be marked “lost” when your lead follow up process is complete.
No intent to buy- Your job is to literally change that. Mark it lost if you can not convert.
Prospect claims never submitted- People realize what they did after the fact. Mark it lost, they were interested at one point, they just do not want to be called yet.
Shopping out of area- We’re in the 21st century. This only applies if they are out of the country.
Underage Prospect- Do not talk to anyone that makes it clear they are under 18. You are not allowed to solicit them.
How to Mark A lead “Bad”
Duplicate- This means what the title suggests as well. The customer sent in multiple leads while already having an active lead. Duplicate leads suggest that there is information that the customer still needs to continue any further. Consider this a hand raiser and one of the most important types of lead.
Sold- This means what the title suggests, the customer has previously made a purchase with us. This is a great place for post purchase follow up notes, or service notes.
Lost- Most leads will turn lost after a period of time. A lost lead is a lead where we could not complete a deal. Many of the leads that you might think are bad were simply lost. Marking a lead “lost” is important to your workflow and will end the automated email and task processes.
There are several options to choose from when marking a lead “Lost”. Reasons to mark a lead “Lost”. The options in green are okay to use, the ones in red are unacceptable:
Lead Process Complete- You tried everything, there is just nowhere to go to make a deal. .
Bad Credit- We just absolutely can not get the deal bought, and there is no co in sight. .
Bought from a different dealer in the group- We’re not in a dealership group. This reason makes no sense.
Did not respond- Leads will automatically time out and mark themselves lost when the follow up process is complete. .
Out of market- The customer has expressed they are no longer in the market without any specifics that pertain to the other choices.
Purchased different brand/different dealer- If you get this information, it's helpful to collect it to review later.
Purchased Private Party- If you get this information, it's helpful to collect it to review later.
Purchased same brand/different dealer- If you get this information, it's helpful to collect it to review later.
Requested no further contact- This is straightforward, the customer was interested at a certain point. Also be sure to mark the customer as DNC.
Working with other sales person- This should NOT happen. If this is the case, please merge the lead. .
No agreement reached- This is going to be the most common use of the “lost” lead. Make sure you leave detailed notes on why we could not put a deal together for future dealings.
Import Lead- Import leads will have their own custom process. There should be no reason to dispose of a lead as such.