10 traits consumers expect in a mattress salesperson
By David Perry -- Furniture Today, April 13, 2009
HIGH POINT — The ideal mattress retail sales associate knows his or her stuff, is quick to greet consumers, listens to their needs, and gives them space to shop the store.
That portrait emerges from an in-depth study of comments made by consumers who are in the market for a new sleep set. The consumers were responding to a questionnaire recently distributed by The Retail Institute, a research and training firm based in Roswell, Ga.
Craig McAndrews, founder of The Retail Institute, shared some of those consumer comments with Furniture/Today, which regularly addresses key retail issues in its reporting on the mattress industry. The newspaper's analysis of the comments identified a number of themes that echo concerns raised by consumers responding to studies previously conducted for Furniture/Today.
The findings underscore the need for the industry to put more emphasis on training for retail sales associates, as consumers continue to report unpleasant experiences when they shop for mattresses.
The latest research done by The Retail Institute sampled consumer opinions in the fourth quarter of 2008. The consumers responding to that questionnaire said they were currently in the market for bedding or would be in the market for bedding in the next six months, so the study presents a view of attitudes that are held by consumers now in the market.
Here's a look at ten traits that consumers are looking for in the ideal retail sales associate:
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They must make a good first impression. Yes, it all starts with the greeting. A number of consumers specifically cited the greeting as an important part of the shopping experience. Too often consumers receive no greeting at all, which starts the shopping experience off on a chilly note.
What the consumers said:
“When I shop, I like to be warmly greeted at the door, or soon after entering the store.”
“When I enter the store I want to be greeted promptly by a salesperson.”
“The perfect experience begins when I am greeted by a knowledgeable sales associate.” -
They must be knowledgeable. This probably comes as no great revelation, but it's a reminder that consumers are looking for answers to their mattress questions, and it underscores the need for retail sales associates to spend the time to learn the ins and outs of the sleep sets on their sales floor.
What the consumers said:
“I want a salesperson who knows the products.”
“I want a knowledgeable salesperson.”
“I would shop at several department stores or specialty stores to find a salesperson who has knowledge of the products.” -
They must be friendly. Again, this may not seem to be a great revelation, but there's no doubt that consumers are looking for a friendly face when they walk into a sleep shop. And remember, many consumers say they dread the mattress shopping experience. A smile can go a long way to help them relax.
What the consumers said:
“I expect the associate to be very friendly and positive.”
“I would like the salesperson to be patient, knowledgeable and friendly.”
“I would like to go into the store and have a friendly associate help me by giving me helpful information about what I am looking for.” -
They must be able to explain product differences. This is where the selling process begins: Why is this $999 bed better than this $799 bed? Most consumers simply don't know. They want sales associates to clear away the mystery of what's inside the sleep sets.
What the consumers said:
“I would like someone who is product aware and also someone able to help me compare products so that I can find something that is comfortable.”
“I want a salesperson who could explain to me the differences between mattresses.”
“A knowledgeable salesperson … can answer questions about product differences.” -
They must give the consumers time and space to shop. This comes up again and again in the consumer research. Mattress shoppers want some freedom to explore the store. If they are shopping with their spouse, they want a chance to talk about what they are seeing, without having a sales associate hang on their every word.
What the consumers said:
“I like a salesperson who will give you some space to talk to your spouse and decide which mattress we like best.”
“Have the sales rep come and introduce themselves, tell me they will be available for any questions, and then leave me alone.”
“I want to be able to look at and examine each mattress without a salesperson on my heels.”
“I do want the salesperson available to answer questions, but to be at a comfortable distance, i.e., at the front door or the register.” -
They must be concerned about their customer's needs. Yes, the sleep set is for the customer. Yes, she wants to find the bed that is best for her. No, she doesn't necessarily want the pricey bed that the salesperson seems more interested in pushing. Focusing on meeting the consumer's needs establishes a bond of trust that goes a long way in closing the sale.
What the consumers said:
“I want a knowledgeable, informed and professional salesperson who would try to meet my needs, even if it means a lower commission for him or her.”
“I want a salesperson to show me what the best mattress for my sleeping patterns would be.”
“I would like the salesperson to be knowledgeable and concerned about my needs and not his commission check.” -
They must keep the atmosphere relaxed. Consumers say over and over again they don't want high-pressure tactics. Keep it relaxed, they say. This is a challenge in these days of reduced store traffic, as sales associates may be tempted to do whatever they can to close the sale. But that's a big mistake, according to consumers.
What the consumers said:
“I would like to have plenty of time to try out the mattresses and the freedom to look without pressure.”
“I like attentive salespeople who know when a person would just like to think about a major purchase first before buying. I don't care for pushy salesmen.”
“I want low-pressure salespeople who are friendly and helpful without being overbearing.” -
They must be ready and able to answer consumers' questions. They lose faith in the salesperson when he or she has to ask someone else for the answer.
What the consumers said:
“The salesperson must want to provide detailed answers to my questions, as well as handle all of my objections accurately.”
“I appreciate a well-informed salesperson. I ask a great deal of questions, and I want the salesperson to know the answers.”
“I want friendly and attentive salespeople who go out of their way to find an answer to my questions.” -
They must not hover around them. The professional sales associate gives the consumer space, but is ready to re-engage with them when needed. Many consumers say they do not want to be followed everywhere they go in the store.
What the consumers said:
“I prefer not to be pressured by the salesperson. I enjoy shopping and testing the mattress alone and then re-approaching the sales staff, who have been attentive to my needs.”
“I would definitely not want to be pestered and followed around the store. I would like to look around and test out a few mattresses. Then, after I have done that, I would go speak to the salesperson.”
“I have heard you should lay on a mattress for at least 15 minutes. I would like to be able to do so without feeling pressured.” -
They must deliver a positive shopping experience. In other words, the smart retail sales associate must excel at each step of the sales process, from a good greeting, to giving the consumer space, to listening to her concerns, and to helping her find the bed that is best for her.
What the consumers said:
“When shopping for a mattress, the ideal shopping experience would include a very informative salesperson who would ask open-ended questions to determine my needs and be ready with recommendations.”
“I do not want anyone overselling or pushing sales at me. Once I have found what I need, I like the salesperson to advise me if this is the store's best selection for the cost … and answer any questions I may have regarding my purchase. If he or she has done his or her job properly, I would have received just enough additional information about other items to complement my purchase that I end up buying something else, too.”
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