What’s the most important thing about sales? Although many marketing experts will start by telling you that emotions are essential, they immediately evoke the myth of the rational customer and add the caveat that emotions by themselves are irrelevant if the price isn’t right.
When it comes to new cars, manufacturers and brands know all too well how to play with customers’ emotions. That’s obvious from vehicles’ details appealing to all the senses and those emotionally charged advertising campaigns! Used car marketing, though, is usually a rather staid affair. Why is this? Do people looking for a second-hand car think differently from those in the market for a brand new vehicle? Are they really obsessed by nothing more than the quest for the lowest price on the web, a hard bargain and even more features?