Customers text the first number they see, usually the one on Google. If that number cannot receive texts, the message goes nowhere and the store looks unresponsive. Map every number a customer can reach — main line, sales, service, BDC outbound, campaign, call tracking, Google Business Profile — then text-enable each one and give it an owner.
Customers Click What They See First
Customers have a much less calculated approach than dealerships do. Customers do as little as calling the number the dealership presented on Google. Which is why when that number doesn’t receive texts, your dealership loses business.
Texting Is Vital
The main dealership number is the first number customers save, search, or call. If a customer tries to text that number and nothing happens, the store looks unresponsive.
If a rep calls a customer from a follow-up number that’s not text enabled and the customer replies by text, the conversation can’t continue. The CRM shows no call attempts, while the customer thinks they already responded.
Service lines are especially important. Customers want quick updates, appointment confirmations, approval links, and photos, which all require texting. If the service number cannot support that behavior, the customer cannot be served.
Campaign numbers that aren’t text-enabled also create confusion. If a dealership sends recall, equity, service, or sales campaigns from a number customers cannot reply to over text, interested customers get forced into a clunky path. Every direct mail and campaign response path should end somewhere a customer can actually reach you.
Google Business Profile numbers that can’t receive texts are another major issue. The majority of customers first get introduced to the dealership through Google rather than the dealership’s website. If the number listed on Google is not text-enabled, the store will lose high-intent shoppers and service customers at the first contact point, which quietly caps lead generation before a rep is ever involved.
Customers Want To Choose
Sinch’s 2025 State of Customer Communications report surveyed 2,800 consumers across 12 countries from January-February 2025. 28% of consumers reported that they become frustrated when they can’t ask questions or respond to a transactional message. The survey also found that 58% of consumers want to choose their preferred communication channel when communicating with companies, and 57% of consumers consider appointment confirmations (which are often done over text) important. Overall, the data supports that dealerships must support all communication lines that customers would want to use, including texting.
Map All Numbers
Managers must map every number customers see or use, the general dealership number, sales numbers, BDC outbound numbers, service department numbers, parts numbers, campaign numbers, call-tracking numbers, website numbers, OEM lead numbers, and Google Business Profile numbers. Then, check which numbers can receive and send texts. Do not assume a number is text-enabled because it appears in a CRM, phone system, or vendor tool. Text the number from a burner phone and confirm the message reaches the right team. Then, text-enable every number. Start with the highest priority numbers and work your way down the chain. Make sure texts route to the right place and assign ownership to every single number. After this process is complete, mystery shop frequently, especially when numbers change.
Bootcamp
Pinnacle Dealer Services is hosting a 3-day bootcamp this September in Lake Mary, Florida, where we offer in-person coaching for your representatives based on frameworks just like the one in this article. We will also follow-up with your dealership after the initial training to keep track of your improvement. Don’t hesitate to sign up on our website: Get Started – Pinnacle Sales and Mail
Summary
Text-enabling your dealership’s main line, BDC lines, service lines, campaign numbers, and Google Business Profile numbers helps stores capture more conversations and reduce lost opportunities.
