There are an estimated 30 to 40 million people who are so afraid of dental treatment that they avoid it altogether. A large number of these people report that their anxiety is heightened (or triggered) by smell inside of their dentists' offices. Removing smell may be one way to help dentaphobes deal with their anxiety.

A recent study by neurological Clinic at University of Vienna, used an ambient orange odor in dentist waiting rooms. The study looked at 72 patients between ages of 22 and 57 and discovered that those that were exposed to orange odor had a lower level of anxiety, a more positive mood and higher level of calmness, than those who were not exposed.

The use of smell as a marketing tool is not new. Manufacturers have long enhanced their products with "new spring fresh scents" and like.

"We've all baked cookies or simmered potpourri just prior to showing our home to potential buyers," said Wincent. "This is same concept behind so-called 'atmospheric' studies which look at effect environment has on shopping."

Results of studies that look at effect scent has on a shoppers experience are mixed. In general, however, research has shown that smells that are considered both pleasant and complimentary to products and environment promote a more pleasant shopping experience and increased sales. It is a simple logical extension that removing unpleasant or conflicting odors would have a similar effect on buying habits.

"In short," said Wincent, "you never know what memories or emotions certain scents evoke in your customers. Your safest bet is to remove any unpleasant odor, so it doesn't harm your business."

If you are building a website, think of it as your "store". Don't think anonymous "cyberspace" store, think "Wow, I'm going to have to look these people in eye when they walk in." kind of store. It's easy to start thinking that we can simply hide behind virtual room divider and no one will know who we are. But with all of that anonymity in your corner, how many people do you really think will be knocking down your door to make purchases?

Take a few mental notes next time that you are shopping, online or off. What attracts to store? What turns you off and makes you want to leave? What makes you want to purchase or return again? Does manner in which they care for their store reflect on your feelings about how you would be treated as a customer? If you are shopping online, what do you do if you have a question?

Take your likes and dislikes into strong consideration when creating your own Internet business presence. Would likes and dislikes of your prospective customers be that much different than yours? Get in habit of presenting yourself only in manner in which you would like to be thought of. Treat others way that you want to be treated as a customer.

Be different from multitude. Be yourself. Put your picture on your website so that people can see you welcoming them in door. Let them know how they can contact you with questions, then take time to answer them when they ask.

Let your customer know what YOU can do for THEM. Studies have shown that number 1 reason that a person returns to any business is connection that they feel with people that they deal with. The personal connection.

Form quality relationships with your customers. Follow up after sales to make sure that they are satisfied. Give them more than what they expect. By showing your prospective customers that you care about their opinions, their needs and wants, their concerns, you are building a relationship that will last lifetime of your business.