Colognes are something that every man has at least a couple of. Maybe his girlfriend bought it for him or maybe he has good taste in smells himself. Either way, men's cologne is a very personal choice that many take very seriously.

Often the brand is the number one factor in a man's decision to purchase a new cologne. If he is going to branch out of his comfort zone to purchase something new, chances are he is going to go with name recognition. A few tips to make the most out of your cologne counter or the cologne section of your e-commerce website:

1. Be sure to carry the big names in cologne.

2. Buy cologne at discount prices.

3. Offer multiple-sized bottles of cologne to appeal to every customer.

Action Steps
The best contacts and resources to help you get it done

Stock the major players at your cologne counter

If you watch television or read magazines, you can probably name at least one major name in cologne. Get in the mindset of a customer, and give him what he knows. By offering samples you may be able to sell some of the smaller brands, but the majority of your sales will likely come from customers looking to find colognes with a brand name they have heard of.

I recommend: Perfumania.com has an extended colognes list that covers brands of every kind. If you need help choosing, the company displays the best sellers' list, which may help point you in the right direction. Check out their web affiliate program. The site 100 Perfumes also has a wide variety of cologne choices. It provides colognes information, including the top 10 colognes for men and a message board to help you get some insight into what consumers are looking for.

Purchase colognes at discount prices in order to offer savings to your customers

What better business move can you make than to buy cheap? There are several resources out there for you to buy discount cologne. Consider the shipping cost, too, when choosing a discount colognes provider.

I recommend: Perfume.com offers not only cologne at discount prices but also free shipping on orders over $59. See their web affiliate program. Grandperfumes offers deeply discounted prices as well as free shipping on orders over $59 too. Wholesale Fragrance is a great source for purchasing cologne by the case.

Consider offering different sizes of colognes

Some men wear the same cologne every day of every year. Others may be interested in trying something new but don't want the commitment of a whole new bottle. You can carry multiple sizes to tailor to your customers' needs.

I recommend: Perfume Emporium offers full-sized bottles, mini bottles and gift sets. Offering multiple sizes may encourage someone who may not feel confident purchasing a full-size bottle to at least give it a try. See the terms for Perform Emporium's affiliate program. Minis, especially, are well-priced and small enough that if your customer didn't love it, he wouldn't be out much time or money. LaParfumerie also offers several choices in mini bottles that can be sent boxed or unboxed based on availability.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Offering minis as a 'free item' with the purchase of another item in the store or at the counter may be a good way to promote a new cologne you plan on stocking. Putting out a tester bottle is another good way to entice your customers to try something new that they wouldn't have otherwise given a try.