Nine best ideas of 2009
David Perry, Bedding editor -- Furniture Today, December 14, 2009
It was another year of interesting selling insights, most presented from compelling retailers around the country, but some offered by bedding insiders on the consulting side of the business. We take good ideas whenever they are presented.
Here are some of the top selling tips of the year, courtesy of the men and women who sell mattresses every day.
Sleep on a good bed
That nugget of wisdom comes from Gerry Morris, director of training and development for Sleep Trust Guarantee and the author of two books on mattress selling. “There is nothing more powerful than a retail sales associate saying, 'I got a good mattress for myself and my one regret is that I didn't buy it sooner,'” Morris said. “You never hear someone say, 'I wish I hadn't gotten quite as comfortable a mattress as I bought.”
Check the pillows — and your costs
“You have to make sure the pillows are perfect,” said Frank DeMaio, co-owner of American Mattress, based in Elmhurst, Ill. “You have to control everything that you can. The look of your stores is very important.”
Added his partner, Mike Kenna: “When business is good, no one looks at where you can save money.”
American adapted to the tough business climate this year by sharpening its pencils, changing its media negotiating tactics, and shifting dollars to radio and TV ads.
Don't act like just another sleep shop
Ergo Customized Comfort in Irvine, Calif., doesn't look like the standard sleep shop. It offers a tightly edited assortment of beds, both innerspring and specialty, puts product information in folders that look like menus, displays beds in attractive settings, plays soothing spa-like music, and helps consumers find beds that fit them. And that approach is working for Michael Nermon, president of the unique sleep shop.
Focus on add-on sales
P.M. Bedroom Gallery is a furniture retailer that understands the importance of selling sleep accessories. “The customer may have separate budgets for mattresses and accessories and may be willing to spend on a mattress pad and sheets, in addition to the mattress,” said Ben Huth, co-owner of the Greendale, Wis.-based retailer. “We are trying to train the sales staff to ask for the accessory order and to present accessories. That's a good place to start.”
Build rapport with good questions
“You have to ask plenty of questions to get consumers talking,” said Stephen Ferguson, executive director at Bedzzz Express in Birmingham, Ala. “That will make them more likely to buy from you. You need to get them to talk about themselves. Listen to their needs and find out how much they can spend, without actually asking them how much they can afford to spend.”
Another tip: Make notes while talking to customers. That shows you care, Ferguson said.
Sell high-end beds
Jeffrey Klein, president of Sleep etc. in Norwalk, Conn., put it bluntly: “I would be out of business if not for those high-end Swedish lines. In this era of reduced traffic, we have a high closing rate with those lines.” Swedish beds have become approximately 45% of his business.
The best-selling bed in his Carpe Diem line from Sweden retails at a cool $17,500 in king.
Believe in your product
“I rarely lose a customer on price issues because I am able to make them see that I offer value for them first,” said Jon Blackwood, president of JB's Furniture in Warsaw, Ind. “We offer consistent products that we can stand behind with confidence. When you believe in your product, you can educate your customer with an enthusiastic heart.”
Don't pounce on customers
Ed Henry, who goes by the modest nickname of “The Big Closer,” is a Canadian sales trainer who shared his “Seven deadly sins of selling” with us. We particularly liked his comments on pushiness. That is a major turnoff, Henry told us. Time and again, consumers say they don't like pushy salespeople. There is an art to giving consumers some space and being attentive to their needs. Master that art. Don't pounce on consumers the moment they enter the store. Give them a chance to look around first, Henry said.
Get aggressive in tough times
Sure, everyone says that, but how many retailers actually do it? Wolf Furniture of Bellwood, Pa., is one furniture store that walks the talk. “We have taken an increasingly aggressive advertising posture, rather than becoming more conservative and trimming expenses,” Doug Wolf, president, told us. Wolf refuses to seek short-term gains. “We don't look at this as a short-term business,” he said. Wolf Furniture, by the way, has been around for more than 100 years.
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Wolf team working hard to earn customer's business
Aug 17, 2009
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