Neuro CarSales as a sales strategy in used car dealerships

Top sales can only be achieved in the used car trade if it is possible to appeal directly to the customer's emotional system. Customers have different expectations and goals. Addressing the dominant performer as a harmony-seeking family type, for example, causes irritation and is counterproductive. Part of any good sales strategy in the used car trade is therefore an interaction tailored to the customer. The Neuro-CarSales concept gives you the direction for a successful type-appropriate customer approach.

Psychologists speak of the three human emotional systems of dominance, balance and stimulation. The Neuro-CarSales concept was developed specifically for the marketing and sales practice of cars, which derives four emotion types and characterises them as dog breeds.

These are:

1. 1. the power-conscious, performance-orientated pit bull

2. the creative, adventurous Border Collie

3. the harmonious, comfort-loving Golden Retriever

4. the tradition-bound and safety-conscious shepherd dog

With the pit bull, the emotional dominance programme is particularly pronounced. The pit bull is a doer. He gets his way. Career and power motivate them to perform at their best. The only thing that counts for him is results; he is neither distracted nor impressed by other information. In sales talks, he wants to be addressed briefly and precisely. The Pitbull gets to the point quickly and expects the same from the salesperson. In short: the pit bull buys - or bites. The Pitbull's favoured special vehicle equipment underlines its status and power.

The Border Collie is guided by the stimulation system. He is a trendsetter and adventurer. His characteristics are courage and decisiveness. He is open and willing to take risks and loves innovation. The Border Collie is generally athletic and seeks a challenge. Status symbols motivate him, but for him they are less an expression of dominance and power and more of fun and extravagance. In sales talks, the Border Collie is an intelligent and stimulating conversation partner. He likes to talk a lot if you let him. He will find the perfect vehicle almost by himself.

The Golden Retriever is characterized to a large extent by the balance system and to a lesser extent by the stimulation system. His nature is friendly and personal. Consistency and security are very important to him, whereas status and power are alien and rather suspect. He is motivated by the prospect of harmony and little stress. Just as the four-legged Golden Retriever loves attention more than other dogs, the Golden Retriever type among automotive customers also wants personal communication in sales talks. A long-term, personal relationship is important to him. This is why service after the sale is a relevant decision criterion for him. The Golden Retriever prefers special equipment that supports his need for safety and is unobtrusive. However, he also likes features that promise joint activities with friends and family.

Like the pit bull, the German shepherd has a high dominance component, but is also characterized by the balance system. He is not particularly enthusiastic about innovations. He combines success and power with discipline, consistency and precision, but also modesty. In sales talks, he wants to be approached in a fact-oriented manner. He is interested in all details, which he checks conscientiously. He is reluctant to take risks. The Shepherd's favorite extras on a car include functional and straightforward features that represent technical progress and superiority.

The characterization shows: Each type sets very different priorities and pursues specific interests. If you address your customers according to type, you create the best basis for the sale. This will result in satisfaction on both sides and avoid misunderstandings. The Neuro-CarSales concept offers you even more opportunities to win over your customers. For example, you can also address the four emotion types in your image material, your sales arguments and your service offers!