The #1 Reason Why Customers Don’t Answer Car Dealership Calls and How a Text-First Strategy Solves It

Debunking the “No Time” Myth

When I demonstrate TECOBI to dealers, I like to ask them why they think customers aren’t answering their calls. The most common response is, “The customer doesn’t have time.” While time is certainly a factor and was a close second place, our survey revealed a more straightforward reason. The number one reason they don’t answer is: Customers just don’t want to talk to a salesperson.

Think about it from their perspective. When a customer submits a lead online instead of calling or coming directly into the dealership, they’re looking for something specific. They have questions and concerns, and they want answers—without a hard sell or a scripted pitch. They’re avoiding what they perceive as a high-pressure situation.

This is why adopting a text-first strategy for car sales is key to improving car dealership customer engagement. Instead of bombarding them with calls, which may feel intrusive, dealerships can use text messaging for car sales to provide a more comfortable way for customers to communicate. If you call them excessively and force them to answer the phone, you just put yourself in a bad light with the customer. They instantly put up their defenses, and you validate what they suspected all along: that they’re walking into a high-pressure scenario.

The “Stealership” Perception Problem

Let’s face it: car dealerships have a reputation problem. To some, we’re seen as the “big bad car dealer” or the dreaded “stealership.” For many customers, this reputation fuels their reluctance to answer the phone. They fear they’ll get trapped in a conversation with a relentless salesperson who won’t take “no” for an answer or won’t allow them the space to think.

The irony is that many of these customers are genuinely interested in purchasing a car—they just don’t want to go through the old-school sales grind to get there.

The Shift to Text-First Strategy

This is where a text-first communication strategy shines. When customers submit a lead online, they’re essentially raising their hand to say, “I’m interested, but on my terms.” A text allows them to engage in a conversation without feeling cornered. It gives them the comfort to ask basic questions, like “What’s the price?” or “Is the car still available?” without worrying about being pushed into a buying decision.

Texting allows us to build trust and rapport. It’s a more modern, less intrusive way to interact that meets the customer where they are—literally and figuratively. With TECOBI’s platform, dealers can automate this initial engagement, answer common questions, and only bring salespeople into the conversation when a customer is ready to move forward.

Adapting to the Customer’s Preferred Communication Style

In today’s world, we must adapt to how customers prefer to communicate. It’s not about being pushy; it’s about being accessible and helpful. The days of cold calling and hoping for the best are over. Customers want fast, convenient, and non-intrusive interactions, and that’s exactly what a text-first strategy provides.

So, if you’re still wondering why customers aren’t answering the phone, it’s time to shift your perspective. They’re not avoiding you because they’re too busy—they’re avoiding you because they’re not ready for a conversation. Start with a text, earn their trust, and see how much more productive those phone conversations become when the customer is ready to pick up.

Selling Over Text: Engaging Without the Push

This is where a text-first communication strategy shines. When customers submit a lead online, they’re essentially raising their hand to say, “I’m interested, but on my terms.” A text allows them to engage in a conversation without feeling cornered. It gives them the comfort to ask basic questions, like “What’s the price?” or “Is the car still available?” without worrying about being pushed into a buying decision.

But there’s more to selling over text than just answering questions. It’s about creating a path to conversion that respects the customer’s desire for space while still guiding them toward a decision. Our study on appointment show rates revealed that customers who don’t provide much information—no credit details, no trade info, no vehicle selection, and no documents sent via text—rarely show up for their appointments. It’s likely these customers are playing the field, setting appointments with multiple dealerships while waiting to see who gives them the best deal or answers all their questions.

Why Gathering Information is Key

Each new data point we gather from a customer through text is like a mini-commitment from them. With every piece of information they provide—whether it’s their credit situation, trade-in details, or vehicle preferences—they’re stepping a little closer to buying from you. This approach is about building trust incrementally, one message at a time.

We’ve seen this in our data: as more information is added to a customer profile, the show rates and conversion percentages rise. When we receive documents like driver’s licenses, utility bills, and pay stubs through text, it’s almost a guaranteed deal. These documents represent significant commitment signals. They tell us that the customer is not just casually shopping but is seriously considering making a purchase.

Building Commitment One Text at a Time

By adopting a text-first strategy for car sales, dealerships can shift from being perceived as pushy salespeople to becoming trusted advisors through a modern automotive sales communication strategy. Focusing on gathering valuable information—such as soft credit pulls or trade-in market value reports—and guiding the customer through the sales process via text messaging offers a more comfortable and engaging experience. Each interaction should be about answering questions, solving problems, and making the car-buying journey as seamless as possible—all while respecting the customer’s preferred way of communication.

Research supports the effectiveness of text messaging for car sales. According to a study by the Pew Research Center, 31% of American adults prefer text messaging over voice calls for communication, and this preference is even stronger among younger adults and heavy text users. The study found that 55% of users who exchange more than 50 messages a day would rather receive a text than a voice call. This highlights the increasing shift towards text-based communication and the need for businesses, including car dealerships, to adapt to these preferences to enhance customer engagement and satisfaction (Pew Research Center, 2011).

When customers see that you’re genuinely trying to help them make informed decisions—rather than pushing them into a sale—they’re more likely to engage further, answer more questions, and provide key details, such as trade-in values and relevant documents. This approach not only builds trust but also increases the likelihood that they will show up for their appointment ready to buy.

By integrating a text-first communication strategy and leveraging tools like soft credit pulls and market reports, car dealerships can transform their sales approach. Instead of chasing leads with aggressive calls, they can focus on nurturing relationships, educating customers, and turning initial inquiries into committed buyers.

Using Soft Credit Pulls to Build Engagement and Commitment

Here’s why this is a game-changer: a soft credit pull allows dealerships to gain insights into a customer’s credit profile without making them feel pressured. It’s a low-commitment way for the customer to take a step closer to purchasing a vehicle. When customers know that their credit score won’t be impacted, they’re more likely to share this information. In turn, this shows they’re serious about buying a car, and it allows the dealership to provide more personalized and relevant financing options.

The Benefits of Soft Credit Pulls:

1. Builds Trust Early On: Customers appreciate transparency and a low-pressure approach. By offering a soft credit pull, you’re showing them that you respect their concerns and are committed to helping them make the best decision without any negative impact on their credit score.
2. Provides Valuable Information Without the Risk: With a soft credit pull, you can gain access to key details about the customer’s credit standing. This allows you to tailor financing options to their needs and start meaningful conversations about what they can afford, all without the risk of damaging their credit.
3. Encourages Engagement and Commitment: The act of agreeing to a soft credit pull is, in itself, a form of commitment from the customer. They’re expressing interest and trust in your dealership by sharing this information. Each step they take—like providing credit information—brings them closer to the sale.
4. Improves Conversion Rates: When customers see that you’re offering real, personalized financing options without any downside to them, they’re more likely to move forward with the process. The data shows that customers who engage this way and provide more information are much more likely to show up for appointments and ultimately buy a car.

By integrating soft credit pulls into your text-first communication strategy, you create an environment where customers feel safe and informed. It’s a proactive way to get them involved in the buying process without triggering the fear of a hard sell. As a result, customers feel more confident in providing additional information, leading to higher show rates, better conversions, and more satisfied buyers.

Using TradePending to Educate Customers on Their Trade-In Value

Another powerful tool to engage customers without pushing them too hard is TradePending, which provides a market report on their vehicle’s value. Unlike a hard trade-in offer, which can sometimes feel like a high-pressure tactic, TradePending delivers a transparent view of the current market conditions for the customer’s vehicle. This approach is all about education and empowerment rather than just negotiation.

When customers see a TradePending report, they understand that it’s not a firm offer but a helpful resource to gauge what their trade-in might be worth in today’s market. This knowledge allows them to feel more confident in their decision-making process and less like they’re walking into a negotiation blind.

The Advantages of Using TradePending:

1. Sets the Right Expectations: With a TradePending market report, customers know upfront that they aren’t getting a final trade-in value. Instead, they’re receiving an estimate based on current market conditions. This transparency helps manage expectations and reduces the likelihood of disappointment later in the process.
2. Builds Trust Through Transparency: Customers often distrust trade-in valuations, fearing they’re being lowballed. By providing a clear and unbiased market report from TradePending, you can build trust with the customer. They see that you’re offering them valuable information to help them make the best decision, not just trying to drive the trade-in price down.
3. Encourages Further Engagement: When customers have a better understanding of their vehicle’s value, they’re more likely to engage further with the dealership. They might have follow-up questions about how the valuation could change based on their car’s condition or ask what they could get with their trade-in value. This engagement keeps the conversation going and moves them closer to a decision.
4. Facilitates Informed Decisions: An educated customer is more likely to be a happy customer. By providing a TradePending report, you’re empowering them to make informed choices. They can better understand what kind of deal they’re getting, which makes them more comfortable and confident in moving forward with the trade and purchase process.
5. Leads to Better Conversions: When customers feel they’re being treated fairly and transparently, their trust in the dealership grows. They’re more likely to show up for appointments and proceed with a deal when they feel well-informed. Each data point, like a TradePending market report, helps build that trust and commitment.

By incorporating TradePending reports into your sales process, you’re not just giving a number—you’re providing value. You’re helping customers understand the market, set realistic expectations, and ultimately make more confident decisions. This educational approach builds rapport, reduces friction, and creates a smoother path to conversion.

Adapting to Modern Customer Preferences

The way customers want to communicate is changing, and it’s time for car dealerships to adapt. The days of cold calling and high-pressure sales tactics are fading fast. Instead, dealerships need to meet customers where they feel most comfortable—through a text-first strategy. By understanding that customers don’t answer car dealership calls because they want information without the sales pitch, we can pivot to a more effective approach that builds trust and engagement.

Using tools like soft credit pulls and TradePending market reports, dealerships can provide value without coming across as pushy. Each interaction, from a simple text message to a detailed market report, should aim to educate, inform, and empower the customer. When customers feel respected and understood, they are far more likely to engage, show up for appointments, and ultimately, make a purchase.

The solution is clear: Embrace modern communication methods and focus on providing genuine value. By shifting from a call-first to a text-first communication strategy, dealerships can transform their sales process, improve customer satisfaction, and boost conversion rates.