Fewer and fewer voice calls are being made today. Most of us are more comfortable with messaging, emails and texts. And that’s because we are in control of the conversation. We can’t be interrupted. We can carefully compose responses. And we can ignore questions. We also decide when to respond, if we can be bothered.

All of these habits are precisely the reasons why telephone calls are far more effective to arrange showroom visits to sell something like a car. It’s simply too easy for both customers and sales staff to avoid engaging in a conversation about spending a lot of money. If it’s left to messaging, it puts the control of the conversation entirely in the hands of the customer.

Some might argue this is a good thing. It’s what customers want. The problem is, it doesn’t sell cars – except to people determined to buy one. For the rest of us who need a bit of encouragement and good old fashioned salesmanship to help us feel more comfortable, calls make a very big difference.

Our message is simply this. If a prospect provides a phone number, it must be used, and it must be used fast. Emailing is important of course. It’s just less likely to sell a car after an enquiry.