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Mattress Retailing 101: How to close the deal

Using the new rules of selling to close sales more effectively

David Perry -- Furniture Today, August 31, 2006

Tim Sommer

There are various schools of thought on this key topic. In this guest column below, bedding consultant Tim Sommer provides his insights on a “new school” method of closing that stands in stark contrast to the “old school” approach, which relied on making an overwhelming case for why the sale should be made. Sommer has 25 years of industry experience on both the retail and wholesale sides of the business. He spent 15 years with HOM Furniture in Coon Rapids, Minn., where he helped build that retailer into a strong bedding performer. He was most recently vice president of strategy and channel development for Dormia, a specialty sleep producer and retailer. We’ve known Sommer for several years and have been impressed with his insights and his passion for the bedding business. Sommer recently launched a new consulting business, SommerTime Consulting, based in Los Angeles. He can be reached at tim@sommertimeconsulting.com. Sommer believes that his experience in mattress sales and management, line development, public speaking and customer service and operations gives him the background to be of assistance to a variety of bedding companies. We agree.

Tim Sommer

Using the new rules of selling to close sales more effectivelyBy Tim Sommer

The art of selling anything is a constantly changing game. In fact, it’s sort of like learning to play a game with your big brother, who explains the rules as you go along. The rules always seem to favor him, funny thing. Selling mattresses is very much that same scenario. The rules change and always favor the buyer, as she is the only one who really know what the rules are!

Many books, tapes and now DVDs on sales training have been focused on the art of closing the sale. Great salespeople are often referred to as “closers.” These training manuals often gave great coverage to the classics of closing, suggesting many wordy and convoluted closing methods designed to distract the buyer, or to soften the fact that you are actually asking for money. One of the classics includes the “Ben Franklin” close. In this gem, we make a list of the pros and cons of a buying decision, noting that this is what “old Ben” would do. We would make the pro list for the buyer, coming up with dozens of pros, and then hand the pen to the buyer to make the con list. The sharpest buyer around will come up with only a few negatives. When counted, the pro side easily wins and of course we know what “old Ben” would do, don’t we? Now, I must admit that I have used this technique to some success in my 25 years in the industry, although not at all in the last 15 or so. This old closing strategy is no longer accepted by the consumer at face value. She has changed the rules of the game. Under the new rules, customers will see through the nature of this type of manipulation and choose not to play the game. The new rules state that we must offer real value, beyond the mere perception of it. They also state that the customer must feel like she benefits more than we do from the purchase of the item. They are also clear about this: The customer is smart enough to decide on your product and does not want or need to be force-fed to get there! The closing rules for today’s business require a more simple approach: Direct, no hidden agenda, and no way to confuse what is happening. I recall a situation where a customer came back into our showroom to complete a sale for something she had looked at yesterday. When her information was entered into the computer it was discovered that an order had already been written by the salesperson the day before. The customer was shocked and irritated. She thought she was being taken advantage of. In fact, the closing technique used was so soft and manipulative that the customer did not even realize she had made a purchase. The rules are clear on this; the customer needs to know she bought something! My solution is the simplest, yet most feared closing tool. Simply ask for the business: “Did you just want to go ahead and get it?” (Said while the salesperson is nodding his/her head.) Asked at a logical point in the sale with confidence and eye contact, it will yield great results. There is no way to confuse what was asked; this is not high pressure, considering that the customer knows she is talking to a salesperson. In the end, the customer will not sense fear on the part of the salesperson. There was no attempt to hide behind a wordy and manipulative close because real value was presented! So how do we adapt to the new rules? How do we know what is a “new technology” close and what is old technology? Try this simple test. If a closing technique requires a script, or you have to practice it in front of a mirror before trying it on a customer, it’s probably an old technology close! As for the rest, the customer will explain the rules to you as you go along. Old school versus new schoolOld school: Save the close for the end of the sales process. Use the “Ben Franklin” close: Make a long list of reasons for the sale and ask the buyer to provide reasons why the sale should not be made. Ask for the sale by noting that the reasons for the sale outweigh the reasons against it. New school: The direct approach is best. Simply ask for the sale, at a logical point in the sales presentation. Ask with confidence, and with eye contact. Nod your head as you ask for the sale: “Do you want to go ahead and get this?”

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Using the new rules of selling to close sales more effectively

Sep 10, 2006

How to close the deal

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