Dos and Don'ts of Selling a Scent Solution

Although research has shown over and over again that scent, used correctly, produces a marked increase in sales, the use of scent for branding and enhancing the retail experience is not yet commonplace. The general lack of knowledge about scent marketing makes it important for scent solutions companies to approach prospects in the right way, or risk turning them away from using scent in their marketing at all. Here are some tips.

Do listen to the client. What kind of experience is the client trying to create for its customers? Ask questions about the client’s positioning like “ Is X Company firmly established in its market or is it a newcomer?” and “When your customers think about X Company, what emotions do they experience?” “Do you want them to continue to think of X Company in this way, or are you looking to arouse different emotions and experience in the customer?” “Do you want to use scent to brand X Company or to instigate certain behaviors such as buying more, relaxing or becoming more alert?”

Do consider the capabilities of the person operating the equipment. The last thing you want is for the equipment to break because of user error, so find out who will be using it and make sure that the operation and care of the equipment is in line with that person’s technical ability and position. Provide training if necessary.

Do educate the client about the optimum intensity of the scent for their space. Abercrombie & Fitch, one of the most well-known companies using scent marketing, was picketed by consumers angry about the high intensity of aroma in their stores, which they claimed made customers and employees sick and dizzy. One sure way for a scent marketing program to fail is by having either too intense or too faint a smell.

Don’t fall in love with one solution. Every client is different, and they have different needs. Even if you believe that one equipment line is the best, be open to the client’s budget and specific requirements, and give them the solution that works best for them.

Don’t ignore the other players. The company paying for the solution is not the only people who have to be on board with your proposal. Right up front, ask your contact at the client company who else should be involved and include them in your pitch from the beginning. There may be an advertising agency that wields significant input into marketing decisions, or with product companies, there may be retail chains that you should invite to your presentations. First, present the available research on the effectiveness of scent marketing to establish that scent should be used, and then engage them in choosing the scent. This will make them feel like they have a voice in the process and turn them into your advocates instead of your adversaries.