Neuro CarSales
Some sales pitches don't work. The customer reacts unimpressed or even grumpy. There is a lack of understanding on both ...
Some sales pitches don't work. The customer reacts unimpressed or even grumpy. There is a lack of understanding on both sides and the chances of concluding a contract are close to zero. In such cases, the used car shopper probably does not feel properly addressed. In order to communicate accurately, major car brands have long been working with the emotional systems of their target groups: Volvo advertises with “safety made of Swedish steel”, Audi marks a “head start through technology” and BMW promises “driving pleasure”. We explain what lies behind this here.
Emotions guide purchasing decisions. In order to increase used car sales, it is therefore important to tailor sales talks to the customer's emotional type. According to the “Zurich model of social motivation” developed by psychologist Norbert Bischof, humans have three main emotional systems. Neuromarketing expert Hans-Georg Häusel calls them the balance, dominance and stimulation systems. Each system has its own instructions that function like an “autopilot” when making purchasing decisions, as we cannot consciously control them.
The balance system regulates the human need for security, stability and order. It tells us, for example: “Build habits!”, “Strive for inner and outer stability!” or “Avoid all danger!”. Have you already recognized which brand slogan mentioned at the beginning fits this? Quite clearly: Volvo focuses on safety.
The instructions of the dominance system are: “Strive for power!”, “Maintain your autonomy!”, “Oust your competitors!” or “Be efficient!”. Audi addresses these needs with the slogan “Vorsprung durch Technik”.
The stimulus system, on the other hand, motivates us to be creative, take risks and be curious. “Look for variety!” or ‘Be open-minded!’ are the instructions. This also includes the “joy of driving” with which BMW advertises itself.
The Neuro-CarSales concept was developed on the basis of the three emotion systems for practical use in vehicle sales. It identifies four emotion types that can be used to tailor and optimize communication in used car sales. The first type corresponds to the dominance system, the second type to the stimulation system. The third and fourth types are mixed forms - balance and dominance on the one hand, and balance and stimulation on the other.
Since abstract terms are not as vivid and memorable as images, the Neuro-CarSales concept assigns well-known dog breeds to the emotion types: Border Collie (stimulation), Pitbull (dominance), Golden Retriever (balance and stimulation) and German Shepherd (balance and dominance).
Of course, every customer is a “hybrid” in their own way. After all, our unique personality is based on the characteristics of our emotional systems. Nevertheless, the customer's “autopilot” usually dictates a tendency.
A pit bull, for example, doesn't like it if the used car salesperson remains vague in the conversation and doesn't get to the point. In the next blog post, you will find out which customer characteristics you can use to recognize the four emotional types and how you can use them when selling used cars.
