Through my years as a marketing major, our classes often focused on how small variables can completely alter the a course we set for ourselves and others. Engaging our senses has proven to be a highly effective closing tool and one that numerous industries use on a daily basis we may not be that aware of.
Through the senses of scent, sound and taste we can explore other options on how to make our closings a more pleasant and rewarding one.
Scent
Certain scents can be utilized as a major marketing tool to help guide you and your client to a successful closing or purchase. Grocery stores have been known to bake fresh breads during busier times of the day, allowing the smells to linger through the store and entice hungry shoppers to buy more.
Apple pie smells have been proven to close sales more quickly. Jasmine and vanilla (not together, but separate) help the buyer feel more relaxed and calm. Cinnamon can also be used to help close a deal more quickly.
Take into consideration that many people find cinnamon, including myself, to be a very overpowering and lingering smell. Not everyone will respond the same to specific smells, so make sure you use candles, burners, bakery items, etc. in moderation to avoid your buyer from running out the door!
A pleasing scent can create a warm and welcoming environment to what would normally be a hectic and stressful life decision. Model homes, designated closing tables, greeting rooms, etc. are all great places to place scents to help ease some of the stress and worry from your clients.
Sound
Tasteful music will also add to the sales environment your client has entered into. Music can provide a pleasant and welcome sound to the background. Music should not overpower the sales presentation or become a major focal point.
Appealing sounds such as soft music, nature tracks, classical or easy listening are often used as a "safe" selection. Sounds obviously dictate a tremendous amount of how we feel or react to situations.
Loud, heavy and ear-piercing music causes a lot of irritation and at times anger, to a lot of people. No one wants to be involved in a stressful situation such as signing a contract or reading the fine print of a listing agreement when 70's punk metal rock playing.
Taste
Appealing to your clients sense of taste can also enhance the sales experience. While we are not in the food and beverage industry, having small snacks and drinks is never a bad option. Offering refreshments has become very common in the sales environment.
Clients who are more "actively involved" in the sales experience by stimulating all of their senses often leave with a positive outlook. The more positive your client is, the more likely they are to buy from you.
I hope this information has helped!
Thank you,
Chris Hyzy
Beam Real Estate, LLC.
Realtor - Director of Property Management Relations
Dallas/Fort Worth, Texas
chyzy@beamrealestate.com
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5 Comments on Scent, Sound and Taste?! How These Three Senses Will Increase Closings!
I agree with your recommendations. Too much smell of the candle type makes me wonder what is being covered up!
Refreshments just says "I'm ready for you, welcome".
Thank you Wanda for your response! I appreciate it!
Nice post Chris. I tell clients to never try and mask a smell whether it be pets or food odors - many people have sensitivities to perfumes and sprays - my feeling is clean and fresh is always a safe way to go as far as scents.
The sounds and tastes are another story - music creates ambiance and a mood - and food (if for the buyers) is always a welcome touch especially at an open house. When I was house hunting the owner was there as we were entering and the house smelled of cookies - she was walking past us with a tray of cookies that weren't intended for us - and it was hard to explain why not to my young child! And no, we didn't buy that house...
Thank you for the response! I know I am personally sensitive to certain smells and can usually tell when an odor is being covered up. I always go with a more light scent to avoid a heavy feeling in the air. As far as the cookies go... anyone who walks cookies past you without offering is not very nice!
Chris
This is very useful information thank you. I too am very sensitive to certain smells like over whelming perfumes.
What do you think about using mens fragrences to enhance the relationship with you and your client, in other words to get them to feel more at easy? And, if so, what would you use?
Karen, the lady with the cookies was rude. That happened to me once and I had little kids with me and they made such a fuss afterwords the parents were unable to control them and we had to cut the day short even after stopping off to get fresh baked cookies at the bakery, they weren't good enough.