[beachy]

Wood's cool factor is underrated.

I worked with a salesman in Sweden. We sold very expensive mainframe software. One of his things was, when someone signed up, to present them their copies of the contracts in a beautiful slimline rosewood briefcase that the customer got to keep. So beautiful it made your eyes water to look at it.

Of course he brought one to meetings so the customer could form a longing for it. It seemed like he may have buffed it with furniture wax as well, perhaps there was an olfactory element at work too.

Without doubt this object of desire moved the needle significantly in getting people over the line on a sale, they wanted the wooden briefcase so badly. He was extremely successful.