Duplicate Lead Process
Your goal during this process is to convert a duplicate lead into an appointment or sale.
It’s important to remember that a duplicate lead is a good thing.
A duplicate lead indicates that a customer is engaged at a higher level than a normal lead. If you’ve spoken to the customer', it could mean that they still have unanswered questions or are sending in a credit application. Or, if you’ve never spoken to them they could be reengaging to try and reach out to you.
Regardless of the reasoning, a duplicate lead should be handled with even more urgency than a normal lead, and they should be treated in the same fashion as a fresh lead.
This is how a duplicate lead will appear in VinSolutions:
Understanding this lead:
1- Under the status section of the sales lead, you can see this customer has submitted a duplicate lead. In the case above, this customer has submitted many duplicate leads and is highly engaged on our website.
2- Under the created section of the sales lead, you can see the dates this customer has submitted the lead. This particular customer has been on our site and has submitted multiple duplicate leads over the last 20 days. This shows that the customer has been shopping for quite some time.
3-In the vehicle section of the sales lead, you can see which vehicles the customer has been submitting their leads on. In this case, the customer has looked at several different trucks, spanning from new to preowned. They’ve move from a full size pick-up to a mid-size pickup.
Taking all of these factors into account, you can draw a few conclusions. The first is that the customer is unsure of what they are really looking for. They haven’t narrowed down their search to anything in particular, but it looks like they want a truck, they just do not know which one. The next conclusion I would draw from this information is that the customer is payment shopping. They keep engaging on the website with the pricing tool, and the transition from a full size truck to a mid-size truck indicates the type of vehicle is more important than the utility. The next bit of information I would assume from this lead is that they are saving for a down payment or for something to happen in their life. When we have a time frame of this length without a visit to the dealership, it usually means the customer is a highly engaged shopper, but have not come to a decision yet.
This is a prime example of a customer that needs a sales person to engage and help them with their decision and information gathering process. They may be tentative to engage, but stepping into the engagement urgently is going to help bring out the customer’s objections and get you on the road to sale.
Wordtracks:
Previous Contact -
“Hey Brian, it’s Jake from Toyota, I saw you were looking at the Tacoma’s again on our website. Did you have any more questions I could help answer or want to come in and take a look at the truck?”
“Hey Jake, it’s Brian from Toyota, I noticed you were looking at some vehicles online again. I know the purchasing process can be a lot, do you think it would be better to come check the vehicles out in person so you can see all your options, or did you just have some questions for me?”
No Previous Contact -
“Hey Jake, this is Brian from Toyota. I got another request for info on a truck here from our website. Did you have some questions about it or were you trying to set up a time to come check it out?”
“Hey Jake, This is Brian from Toyota. I’ve been trying to reach you, do you have a few minutes so I can answer your questions or would you rather set up a time to do that in person?”
Follow Up Expectations
Be sure to log your calls as well as any notes or information that would be helpful to you or your manager under the original active lead.
Do not log calls and notes under the duplicate lead.
To complete this process you should expect the following task process to appear immediately.
Call - Call the customer. Treat the lead as a fresh lead.
Email- Send the Duplicate Lead Template Email
Text- Send Duplicate Lead Text Template
After you have completed this process, please resume the regular internet follow up cadence.