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Let's start this article with a home owner database package mental exercise. When you want to buy a car, whether new or second-hand, what are those emotions that start to emerge? Many! Right? The reason is that, at first, we make purchasing decisions in which emotions take precedence.
Therefore, emotions also influence how your customers buy. In recent years, the importance of emotions during the process of a purchase or service in the automotive market has been studied.
According to data from Forrester’s CX Index , “emotions have a greater influence on customer loyalty than effectiveness or ease, in almost all sectors.”
An emotion is an “intense and transitory alteration of the mood, pleasant or painful, which is accompanied by a certain somatic shock.”
Therefore, to know what drives customers to purchase a vehicle, we will tell you the emotional reasons that influence this decision, and how you can address these emotional pains in your inbound sales strategies .
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1. The budget
Economic factors are always important at the time of purchase , since the client evaluates their income, the financing of the vehicle, or whether it is a short or long-term investment.
The economic situation of the country and the personal situation operate as variables, because they will determine which particular car the user will be able to buy. Likewise, the prospect will be conditioned by points such as wealth, interest rate and access to a credit application.
There are those who decide to buy a car regardless of the economic value, basing their decision on quality or brand. But, in general, people evaluate the budget and this generates an emotion of apprehension, anxiety or worry.
Your job is to counteract that emotion by giving them confidence in their decision. How do you do that? Show them how buying that vehicle is a family investment.
Replace fear with the satisfaction of enjoying your own good.
2. The status
Another factor that is present when choosing a vehicle is the role that the client plays in society, and the status he or she has among his or her group of friends, family and coworkers.
This user status is related to his job, income, educational level and material objects he owns. If the prospect is part of a circle of people who have a preference for a particular car and brand, then this will influence the purchase.
What is your job? To investigate the status motivations that drive this client and provide them with a solution that is in line with what they are hoping for: to stand out among their peer group.
economic status
3. Personal taste
The purchase of a car is also influenced by the personal characteristics of the customer. These range from age, stage of life and values. The physical characteristics of the car, such as size and colour, also vary here.
There are many brands and styles of vehicles, sports cars, trucks, luxury cars... In short, it all depends on the person's tastes.
If you know them beforehand, you will have an advantage when making the purchase, which will help you present the user with the product that best suits their preferences.
If you are interested in learning about the marketing, growth, sales and CRM trends coming in 2023, you cannot miss the marketing webinar on Inbound Growth Hacks that we develop every month with renowned digital marketing specialists. To participate, you only have to register at the digital event link .
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4. Need
According to “Maslow’s Pyramid” there are five levels of needs of every individual, which are divided into: physiological, security, social, ego and self-actualization.
Convincing or persuading the potential buyer that a vehicle will meet one or more of his needs will lead to closing the sale. An example of this would be telling him that:
He will have internal security and will not use public transportation.
You can bring your family and friends.
He will use the car to go on a trip.
You will have comfort
Remember that emotions do influence consumers and that advertising focuses on seeking reactions.
Before making a purchase, the customer will start searching for information on the Internet to find out which one is best for them. This is your opportunity to apply an Inbound Marketing strategy.
5. PLUS: Experience
If you have already experimented with another car, you already have a starting point from which you can approach the client and scale quickly. This is a strategic way to apply growth to your decisions, as we explain in our monthly digital events , where we present marketing hacks from an Inbound strategy always applied with the latest growth hacks tested and verified by our clients and collaborators.
At Impulse we want to help you scale your business growth by optimizing your marketing, sales, and customer service processes. Schedule a meeting with one of our advisors and ask about the Growth & Inbound Marketing Service.
