The importance of lying down on the job
David Perry, Bedding Editor -- Furniture Today, April 23, 2007
Today's topic: How to get consumers to lie down on the mattresses in your store.
Overview: This is a key to success on the retail sales floor, and it calls for just the right approach. The sales associate can't just order the consumer to lie down; he or she needs to coax the consumer to lie down. Better yet, the sales associate needs to lie down or sit down with the consumer to break the ice and set a comfortable tone.
Challenges: Male sales associates need to exercise particular caution when working with female customers. They need to make the female customer feel comfortable doing something as personal as lying down. Standing to the side of the bed or sitting on the bed next to her is a good idea. Some sales associates literally get on the same level as their customers, lying down on a nearby bed. That can help the customer relax.
Opportunities: Once the customer is lying down, the bed begins to sell itself. The savvy sales associate tells the customer that it takes a few minutes for the bed to adjust to them. Then he or she can ask the customer how the bed feels. "Do you feel that support in the small of your back?" can be a good question to ask.
What sales associates say:
Momma says it is OK: "Make them feel at home by telling them something like, 'I know your momma told you not to put your feet on the bed, but we really don't care. We insist that you try them.' "
Get in your favorite sleep position: "I let every customer know that they have to lie down on each mattress because each person has a different idea as to what is comfortable and supportive. The only way to tell is to get all the way up on the mattress and not be too concerned about your shoes or the people 'looking' at them. I reinforce to them that everyone has to do the same thing, and that lying on the beds as they do at home (side, stomach or back) for a few minutes in each position, or as necessary, is the only way to know what will work for them."
It's like trying on a pair of shoes: "Trying a mattress is like buying a pair of shoes: You have to try them on, walk around, and see if they fit. You'll know if you don't like them. Of course, the new bed is going to be better than what they have in the home. This is a good time to explain features and benefits. Also, encourage them to lie in the same way they sleep at home."
'Pretend that you are at home': "I will often say, 'Now pretend that you are at and home and try out this mattress in your favorite sleeping position.' Or I will say, 'Give me your opinion on the comfort and support on these three mattress sets. They are around the same price range, but you will feel a different type of comfort and support in each one.' I tell them it takes at least a minute to feel how the support will affect their body and to know how the comfort materials will feel."
Talk about comfort: "I try to make the customer feel comfortable with me. That way, they want to lie down on the beds. I explain how important a good night's sleep is, and that we spend one-third of our lives on our mattress. That usually makes them want to try the mattress out. Also, I talk a lot about the importance of comfort."
Sit down with them: "I tell them to lie down as they do at home. A new bed will take a few minutes to get used to. I sit down with them."
