Neuro CarSales
Many used car dealers try to convince their customers with a maximum of arguments. The intention is good, but the ...
Many used car dealers try to convince their customers with a maximum of arguments. The intention is good, but the effect is poor. Because too much text means stress for the brain. It likes pictures all the better.
1. TOO MUCH TEXT OVERWHELMS THE BRAIN
If several information sheets are stuck behind the windscreen of the polished Audi Q7 - full of technical details or additional services - the customer does not recognize the quality of the offer. At first glance, all they see is a wealth of information.
According to the findings of neuromarketing, customers react to this sight at best by ignoring it, but at worst by refusing to buy. How can this be avoided? With the courage to use little text and the skillful use of images in car dealership marketing.
2. IMAGES HAVE AN EVOLUTIONARY ADVANTAGE
When absorbing information, our brain prefers images. The simple reason for this is that the sense of sight is 5,000 times older than language and has been essential for survival throughout much of human development.
Our visual perception is automatic and unconscious. Speech and text processing, on the other hand, is a mental process that only works consciously and is therefore stressful for our brain. A conscious thought process consumes up to 20 percent of our total body energy. By comparison, our brain only accounts for 2 percent of our body weight.
3. IMAGES ARE FASTER AND ARE BETTER REMEMBERED
Thanks to the automation of image processing, we capture images much faster. We can capture an image in one second. It takes almost half a minute to read a short text. We also remember images better and images speak directly to us emotionally, which is very important. After all, emotions are essential for sales.So it is not without reason that bestselling authors write their novels in figurative language. And it comes as no surprise that, when in doubt, used car buyers trust their eyes more than the dealer's words. “Seeing is believing.” - You believe what you see.
4. NEGATIVE IMAGE MESSAGES CAN RUIN EVERYTHING
Understanding and using the power of images is therefore crucial for effective and customer-friendly marketing at the dealership. Please note: An unconscious, negative image message can completely cancel out a conscious, positive language message or turn it into the opposite - despite your efforts. Take a look at the salesrooms, information areas and vehicles from the customer's perspective. Also listen to your feelings. If necessary, reduce text information and use images instead.
5. SIZE DOES NOT MATTER
It doesn't have to be high-quality printed photo material in large format. The most important thing is a clear visual line. Even the reduction of text and a suitable font, appealing colors or simple shapes achieve a positive effect.
You can find out more insights from neuromarketing on visual design in the used car industry in one of our next blog posts.
