Multi-Sensory Sales: How To Make Memorable Impressions

We all process information differently.

Some of us are mostly visual. Others prefer auditory or reading/writing. Then some lean on more kinesthetic methods.

Though specific senses are favored by different people, all senses are up for grabs.

But here’s the problem: Most sales processes neglect the majority of our senses, often catering to one or two senses like sight (presentation) and sound (speaking).

This approach can fail to fully capture the attention or imagination of potential clients, especially when they're making decisions about architecture meant to be experienced in a multi-sensory way.

Can the sales process be multi-sensory?

Of course it can!

A multi-sensory approach to sales harnesses the strength of each sense to create a more comprehensive and memorable experience (and, yes, that’s scientifically proven 🧑‍🔬).

And as someone who spent several years studying neuroscience in my undergraduate education before shifting my concentration to architecture, I really love this approach. Senses are so powerful. They help to create stronger mental and emotional connections - who wouldn’t want that?

How to leverage the senses

Here's how you can consider each sense as you move potential clients through your sales cycle:

01 // Sight (Vision): The most commonly engaged sense in sales, vision is crucial for first impressions and conveying complex information quickly.

• Virtual tours of past projects to showcase your capabilities.

• High-resolution images and videos that highlight the aesthetics of your designs.

• Interactive 3D models that allow clients to explore designs in detail.

02 // Hearing (Audition): We usually consider the “hearing” portion of sales to occur when the clients listen to us speak. But it’s more than that. Sound can set the mood, convey a space's ambiance, and make a presentation more dynamic.

• Background music that reflects the intended atmosphere of a project.

• Soundscapes that simulate the auditory experience of a space.

• Heck, just a good playlist to set the vibe of the meeting!

03 // Touch (Tactile Perception): The tactile experience connects people emotionally to a project or idea, making it feel more real and attainable.

• Samples of materials used in your designs for a hands-on experience.

• Scale models that clients can interact with, providing a sense of space and dimension.

• Or even the weight and texture of the paper used in your proposal.

04 // Smell (Olfaction): The sense of smell evokes and sustains memories and emotions, making the experience of chatting about a potential project more powerful.

• Scented elements that reflect materials or environments of your designs. (hello, cedarwood 🪵)

• Aromas that create a welcoming atmosphere in your meeting space. (personally, I love lavender and eucalyptus 🌿)

05 // Taste (Gustation): Is it directly related to architecture? Not really. But I’ll bet that taste is a large portion of some of your favorite memories. Unsurprisingly, incorporating taste can make meetings more memorable.

• Delicious snacks or beverages during presentations.

• Sweet treats or donuts from a local favorite.

• Or just meet over a meal!

How to implement a multi-sensory approach

1. Audit your current sales experience: Which senses are being intentionally considered today? Which are being ignored? Identify moments within your sales process where engaging a specific sense could enhance the client's understanding or produce a more inviting atmosphere.

2. Integrate multi-sensory elements: Based on the audit, incorporate elements that engage the senses across your sales materials and presentations. Use the strategies outlined above as a guide to choose the most effective options for your firm and your clients.

3. Evaluate and refine: After integrating these elements, monitor how client interactions differ. The goal is for clients to feel more comfortable and at ease, making it more likely to develop genuinely strong relationships.

TL;DR

Most architects only engage in a couple of the primary senses when meeting with potential clients. But focusing on a more multi-sensory experience can make meetings more memorable and immersive, helping to enhance your relationship with clients.

Start by auditing your current process, then integrate multi-sensory elements strategically and evaluate their effectiveness.

Basically, engage the senses to establish a great vibe ✌️😎 🎶