7 out of 10 Truck Buyers Prefer Digital Communication—Are Your Emails Costing You Sales?
Patrick Clounch
Host The Hot Topic Podcast | Influencer | Commercial Truck Sales Professional
In a recent industry study, 77% of truck-buying consumers said they prefer using digital communication methods when interacting with dealerships, manufacturers, and upfitters.
Let that sink in.
That means more than three-quarters of your prospects would rather talk via email, chat, or text than over the phone or in person. And yet—many sales professionals are treating digital communication as an afterthought.
If your grammar is sloppy, your spelling is off, and your tone lacks professionalism or clarity, you may be losing business before the conversation ever begins.
📉 Bad Emails = Missed Opportunities
In the commercial and vocational truck space, deals are complex. Buyers are often engineers, operations managers, or procurement specialists. They’re analytical. They’re smart. They’re detail-oriented.
So when they receive an email that looks rushed, unprofessional, or unclear, they don’t just ignore it—they make assumptions:
“This person doesn’t pay attention to detail.”
“If this is how they communicate, what will their service be like?”
“They’re probably not serious about earning my business.”
And just like that, a qualified lead goes cold—not because your product wasn’t right, but because your message wasn’t right.
💡 The Key Elements of Email Etiquette That Win Sales
Proper Grammar and Spelling Use spellcheck. Read it out loud. Typos suggest carelessness—something fleet buyers can't afford.
Clear Sentence Structure Don’t bury your ask. Use short paragraphs. Make your point easy to digest.
Professional Tone Friendly? Yes. Casual to the point of slang or emojis? No. You're speaking to decision-makers.
Relevant Subject Lines Make it clear what the email is about. “Following up” won’t cut it anymore.
Prompt Responses If buyers prefer digital, they also expect speed. Time is a signal of professionalism.
🔧 In This Industry, Details Matter
Just like a fleet buyer notices loose welds or mismatched specs, they notice communication mistakes. Your email is often your first impression—and in many cases, your only one.
So ask yourself: Would you buy a $100K+ work truck from someone who can’t spell “specification”?
🚀 Final Thought
In a world where digital communication is now the default, professional email etiquette is no longer optional—it’s a competitive advantage.
Your ability to communicate clearly, professionally, and promptly could be the difference between a sale won and a sale lost.
Take your time. Proof your message. Lead with value. And remember:
Every email is a handshake in digital form—make it firm, clear, and worth remembering.
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Business Development Manager at Sage Oil Vac | Believer | Husband | Father | Passionate about Connecting Businesses) “If you tell the truth, you don’t have to remember anything.” -Mark Twain
1wAnother one is don't write a novel in communication, just get to the point or how about his... Pick up the phone! Once the conversation is over you can email a snapshot or or a recap of the conversation for confirmation.