Highlights from past installments
David Perry -- Furniture Today, December 31, 2006
With each installment of Mattress Retailing 101, we are expanding our library of resources for retail bedding sales associates.
Here's an overview of the sales training features available to readers online at www.beddingtoday.com:
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What if the beds are made in China. There has been lots of talk in the industry about the impact that Chinese-made mattresses may make in the U.S. bedding market. At this point, it is mostly talk: Some U.S. producers are testing Chinese-made bedding lines, and a growing number of Chinese producers are shipping their lines to the United States, but the impact to date has been limited.
In this installment, published Dec. 4, sales associates share their opinions on how Chinese products are likely to be received. -
Selling sleep is easier than simply selling mattresses. Published in our Sept. 18 issue, this report explains how sales associates can help consumers understand the link between a better mattress and better sleep. After all, most everyone wants better sleep or more sleep, but many consumers aren't really that interested in buying a new mattress.
In this installment, experts Nancy Shark of the Better Sleep Council and Ron Wolinski of Profitability Consulting Group share their perspectives on how to sell the consumer on the role a quality mattress plays in providing better sleep. -
How to close the deal. In this guest column, originally published in our Aug. 28 issue, bedding consultant Tim Sommer shares his insights on a "new school" method of closing. The approach stands in stark contrast to the "old school" approach, which relied on the salesperson making an overwhelming case for why the sale should be made, with lists of reasons for buying or not buying.
In the new school approach, the salesperson takes a direct approach, simply asking for the sale at a logical point in the sales presentation. Sommer recommends this be done with confidence and with eye contact. Nod your head as you ask for the sale, he advises: "Do you want to go ahead and get this?" -
Listening skills pay off when it comes to selling. Originally published in our June 12 issue, this feature discusses the importance of listening. Sharing their opinions were two highly respected bedding veterans, Larry Miller, president of Sit 'n Sleep, an award-winning bedding specialty retailer based in Gardena, Calif.; and Wolinski of Profitability Consulting Group, a veteran sales trainer.
Miller's suggestions include: "The consumer has a favorite subject, and it's them."
