How top sales associates make things happen on the floor

Mattress Retailing 101

David Perry -- Furniture Today, February 21, 2006

Today’s topic: How to find the keys to success on the sales floor.
Overview: There is a famous saying in business: Nothing happens until you make the sale. That is an especially appropriate saying for retail sales associates. Their livelihood depends, obviously, on how well they make the sale. But trying too hard to make the sale can, ironically, backfire. The road to success is paved with trust, honesty and friendliness. You might trick a consumer into buying a mattress, but that is not a recipe for long-term success.

Challenges:
Everyone has bad days: problems at home, car troubles or just a case of the blahs. Top sales associates are able to leave those problems behind when they walk out onto the sales floor. Like a trained athlete, they prepare for success. They are positive and ready to greet each new consumer with enthusiasm. Opportunities:
Each new customer is an opportunity to make a friend. No matter how the last sales transaction turned out, the new one can lead to a successful result. If you are honest with the customer, you don’t have to worry about playing any games. And honest communication builds trust with the consumer. Trust leads to sales. What sales associates say:
Put your best foot forward: “I am focused on the priorities today. You have to put your best show on. If something is bothering you, leave it behind and do the right thing. Make sure you are enthusiastic and ready to help the customer. The customer is going to be able to tell if you are not in a good mood. Make the customer feel comfortable.” Know your products to build trust: “The key to selling is knowing your product and being able to answer the questions of the customer on the spot to build rapport and trust with them. If they trust you, they will buy from you.” Sleep on the brand you sell: “I find that being honest, open and friendly with my customers is the best way to success when selling bedding. Consumers aren’t stupid and it’s a waste of time and energy to try to trick them into something. Because I sleep on the brand we sell, I can use my own personal experiences with certain features of the bed to help customers determine which features are best for them and which ones aren’t worth paying extra money for. Above all, being honest and friendly with the customers seems to be the best approach.” Treat each customer like a friend:  “I want the customer to feel comfortable and know that we are a company of integrity. I know how I would feel if I was the customer. Some people have come from a ‘bad mattress experience,’ and I help douse their prior fear. I treat each customer like a personal friend. I treat them with honesty and respect.”