Bedding sales tips from the pros
By Furniture Today Staff -- Furniture Today, February 24, 2002
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HEALTH AND COMFORT SELL It's not about price, and it's usually not about a specific brand name. Consumers want to know they will sleep well.
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FOR PENNIES A DAY A good bed lasts years, and they are often used for more than a decade. Spread the cost of a new one over all that time, and some consumers may see that it's not really all that expensive.
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FINANCING SELLS UP With a financing package, customers will frequently increase their budget, buying a better bed.
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SPECIALISTS This applies to furniture stores, where a portion of the sales staff is not inclined to sell bedding. Staff the department with a specialist. Turn bedding customers over to the specialist, and let destination shoppers go directly to the specialist. Don't lose profitable bedding sales just because some salespeople don't know or care about the category.
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TRAINING AND MORE TRAINING The factories will run classes and show the staff how the product is made. Sales reps will conduct on-site sessions. Use them all.
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LOVE THAT LONGEVITY Good bedding salespeople don't grow on trees. When you find some, keep them happy and productive.
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SOUPED-UP CLOSE RATES A normal close rate for a bedding shop is in the 50% to 60% range, and several of the good ones run higher than 75%. Small wonder furniture stores, where a 30% close rate is considered strong, are looking to pump up their bedding programs.
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