Playing Emotions Might Make the Sale, But Lose the Customer for Good

Cox Automotive recently measured emotional responses from car shoppers going through the purchasing process from start to finish.

They noted that customers experienced emotional highs when dealing with an informed salesperson, during the test drive, and at delivery. Lows, on the other hand, came when customers faced trade-in appraisals, negotiations, and financing.

It demonstrates the role emotions can have in vehicle sales, and exposes areas that could drive a customer away for good.

Car buying is emotional, and it can be tempting for a salesperson to play a customer’s emotions to lock up a deal.