Trainers share tips on selling FR beds
By David Perry -- Furniture Today, February 4, 2007
Overview: Sales trainers have a new topic to consider these days: How to handle the issue of fire-resistant beds that will be on all retail floors by this summer. Thus far, the industry hasn't shown too much willingness to tout this issue with consumers. Some say that's because the introduction of FR bedding to date has been limited to a few major producers. But a new federal standard taking effect on July 1 will bring a level playing field; all bedding produced and sold on or after that date must meet the new open-flame standard.
Furniture/Today asked four leading retail bedding trainers for their thoughts on selling FR bedding. They were asked this question:
Do you offer any advice for sales associates on selling beds with new fire-resistant protection?
Here are their responses:
Craig McAndrews: "The only advice in selling it is to make sure you understand the benefits and how it will affect either the comfort or the durability of the mattress set. There is a ton of misunderstanding and inaccurate information communicated directly to consumers at point of sale. During any personal shopping experience I've had in stores, I have heard 'facts' about mattress products that were so unbelievably wrong I could barely keep my mouth shut as the associate spoke. Each person has the responsibility to make sure they are presenting information that is accurate and honest."
Tim Sommer: "Until all beds are compliant this is a non-starter. What if another line on the floor is not compliant? Once the beds are all compliant, it will be important to include this new (FR) feature in the presentation."
Gerry Morris: "Praise the industry for improving the products. I believe that sales associates have to personally buy into the concept of fire-resistance and want all customers to buy those beds for their own benefit. While one must not alarm the customer about the potential hazards of non-fire resistant products, they should let them know that they truly are at a potential risk."
Brett Swygman: "I don't think it gives sales associates an advantage. While it's a great feature, every bed has to meet the same standard so it's not really a differentiator in the marketplace today.
"A piece of advice that I would offer is that sales associates should always follow manufacturers' instructions on whether a mattress or foundation should be sold as a set or if each piece can be sold separately."
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