Neuroscientists tell us that we are making judgments and buying decisions all the time –even when we’re not paying attention! They call this phenomenon, “Passive Exposure.”
In a recent study, neuroscience researchers found that ordinary people, just standing at a street corner, were judging and evaluating the value and attractiveness of the various vehicles that sped by them without being asked to, and even without being aware they were doing it.
Harvard Business School professor Gerald Zaltman confirms that up to 95% of consumer purchasing decisions are rooted in the subconscious mind.
“So what does this have to do with my trucks?”
Your customers are making value judgments about your company, your Brand, and your Image without even being aware of it.
Every time your customers see one of your trucks on the road –that truck is communicating a message.
What subliminal, ‘passive exposure’ message does the image of your fleet communicate to your customers?
Do your trucks give the impression that you care about your appearance?
Because we know that most people place a high value on their own personal appearance and that they tend to gravitate towards other people, places and things that are attractive, well maintained and visually appealing.
Does our fleet appear to be well-maintained?
Safety and reliability are important benchmarks for consumers. They want to feel confident and secure in their purchasing decisions and want to feel comfortable that the products and services they purchase are safe and reliable too.
Clean, well-maintained trucks tell your customers that you care.
A clean fleet of commercial vehicles sends a positive message of professionalism, reliability, safety, and security.
Clean trucks represent the Brand, the company behind the Brand, and the products or services the trucks are hauling too!
“Passive exposure” is happening all the time, on the road, at the traffic signal, and on every street, avenue, roadway, and boulevard where your fleet of trucks are seen.
Take advantage of your ‘passive exposure’ by keeping your trucks washed and looking their best.
You just never know who may be looking.
Even the ‘lookers’ themselves don’t realize they’re looking!
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