Sales trainer Morris touts power of 'selling the sizzle'
David Perry, Executive Editor -- Furniture Today, March 30, 2009
Ah, the sizzle of a juicy steak cooking on the grill. That's an appetizing sound that can help retail sales associates sell more mattresses.
This tasty insight comes from Gerry Morris, a veteran mattress sales representative, noted author, seasoned speaker and passionate sales trainer. He's currently director of training and development for SleepTrust Guarantee, where he writes a blog on the company's Web site, www.betterbeddingsales.com.
Morris shared his observations on sizzling steaks in an intriguing recent post.
He says that the sound of a steak cooking has more visceral appeal than the steak itself. In a similar way, he says, the real motivation behind mattress buying decisions is that consumers want to be happy and feel good. In other words, they aren't just buying a mattress.
But how, exactly, do we make consumers feel good about the mattress purchase? "The answer," Morris writes in his blog, "is to use relational selling with the goal of helping your customers understand how getting a really good night's sleep can help them be happier, healthier and more productive."
Sales associates can differentiate themselves, Morris says, by focusing on the consumer.
"After you introduce yourself, say something like this: 'Before we get started, let's talk about you for a moment,' and then ask some pertinent questions like: 'How do you feel about buying a new mattress?' 'How long have you had your mattress?' 'Do you have trouble sleeping?' and 'How many hours do you sleep a night?'"
Morris said he has done that with many customers and more times than not, the reaction has been favorable. The fact is, he says, most consumers will willingly spend more money to buy from someone they like and someone who they believe cares for them.
So sales associates should slow down and take the time to build rapport with their customers before moving on to the mattress sale itself. Building a relationship will improve their chances of making the sale, Morris says, and also make it more likely the consumer will purchase a better bed.
I've been a fan of Gerry Morris for several years. That's why I asked him to share his mattress insights at our upcoming Bedding Conference, set for May 5–7 at the Hyatt in Bonita Springs, Fla. You can register at http://furnituretodayonline.com/beddingconf2009/.
Gerry is one of three retail-oriented speakers headlining our morning session on May 7. I can assure you that he will have a "sizzling" presentation.
Contact David Perry at dperry@reedbusiness.com
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