Multiple Leads/Same Company > One Deal

Multiple Leads/Same Company > One Deal

How are users handling multiple leads for the same company/account but only maintain one potential. Yes, you can convert and merge or create new contacts as well as merge or create a new accounts. The issue with this is that the values of the newly converted lead do not overwrite the existing value on the contact record. We're a last touch organization so that does me no good as I'd want the latest lead information.

We often have situations where there are multiple leads, associated with the same company/existing account, however; we only maintain one deal. How should we convert the leads and still attribute all the leads to the one deal so that we can track MQL's etc.

Example: 
Three Leads for different Contacts. One gets converted and the Potential is created. We're left with two which should also be converted.
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