Digital Transformation is about Humanware too
December 11, 2023Enhancing Sales Impact through Neuroscience
NeuroSales revolves around the implicit decision-making process of customers. Our purchasing decisions are predominantly driven by deep emotions and instinctive processes, with rational thinking often serving to justify choices made at a deeper, unconscious level.
While many authors have explored Neuromarketing (such as Lindstrom and Damasio) or focused on online sales and communication channels (like Cialdini and Eyal), we have taken a step further. Our work involves creating integrated and cross-channel sales experiences shaped by the principles of neuroscience and evolutionary psychology.
So, how can we effectively promote products related to car safety? One approach is to tap into our protective and self-protective instincts.
With over a decade of experience in automotive aftersales, we have honed our approach to everything related to cars—accessories, premium spare parts, maintenance contracts, tires, and related services. We aim to ensure a seamless transition from glamorous sales showrooms to aftersales mechanic workshops. To achieve this, we have implemented numerous elements, including redesigning reception desks, reshaping communication procedures, and making deep interventions in all customer interactions—from initial phone calls to payment and follow-up. By doing so, we create opportunities for cross-selling and upselling of parts and services at every touchpoint.
To provide precise recommendations for each product, we encourage our front-desk staff to prepare a "neuro sales toolkit." What does this entail?
NeuroSales Toolkit
Consider the scenario of selling a premium active-carbon cockpit air filter. Most receptionists never attempt to sell a device that is several times more expensive than the standard one, which is typically replaced during regular service intervals.
But now, imagine being presented with an old and used filter, carefully preserved in a transparent vacuum seal. The filter is visibly filled with mud, half-decomposed leaves, and insects. You listen as your service assistant explains, "This is what you've been breathing through all this time." They proceed to elaborate on the additional risks posed by the "invisible part." Did you know that the position of all filters is quite low, near ground level? In this position, the filter is exposed to high concentrations of toxic exhaust gases (such as carbon and sulfur oxides), microparticles, and various biological threats like viruses, molds, and bacteria. The standard filter, which feels no sturdier than fine cardboard, is ineffective against such hazards. Are you aware of this?
By triggering self-protection instincts and providing compelling information, a purchasing decision is a natural consequence. When children are also passengers in the car, the purchase is even more valuable. Presenting the old filter alongside the standard and premium active-carbon filters, accompanied by a carefully crafted explanation, can result in a significant increase (approximately 500%) in sales of this device.
Now, let's consider a standard external check when handing over a vehicle. By applying NeuroSales principles, we have been able to achieve additional sales growth ranging from 300% to 500% simply by inviting the customer to "feel the scratches" and using visual metaphors of metal corrosion (referring to the scratches as being "constantly burned by acids from the atmosphere").
Still not sure whether premium tires are worth the investment? Picture this: In the reception area, you are shown a blue dot and a red skull adhesive sign on the floor, placed eight meters apart—equivalent to the length of an entire bus. Your assistant explains that this represents the average difference in braking distance between a premium tire brand and an economy brand at a mere 80 km/h on a wet surface. Now, it becomes clear how those 7 meters can potentially save your life.
We tailored hundreds of similar communication schemes for the automotive industry but also for pharma, hospitality, electronic appliances, intellectual services, and healthcare. NeuroSales consulting is our exclusive feature, and we invite you to experience its impact firsthand.
