Long warranties: Weapon or problem on retail floors?
David Perry, Executive Editor -- Furniture Today, March 2, 2008
One of the great things about being out in the field is the reality check that it provides. Sometimes I hear things I don't necessarily want to hear, but I benefit, nonetheless, from the varied voices at retail.
For example, a hard-charging retailer recently challenged me on my support for shorter warranties. "You want to take away one of our weapons on the sales floor," this retailer told me the other day as I visited with him in one of his stores. "Warranties can be helpful in closing the sale."
Truth be told, a number of retailers have suggested to me that warranties do play a valuable role on the sales floor. Those lengthy warranties provide a nice security blanket to consumers who are uncertain if they want to part with $1,000 for a new bed, I have been told.
But, to bring up the other side of the coin, I've also been told that warranties are a crutch for weak sales associates. Let's face it: A warranty doesn't improve your sleep. Sure, citing 10-year or 20-year warranties may give the sales associate a sense of confidence. But isn't it much better to talk about the actual benefits that a good night of sleep provides? We really are selling better sleep, and we must never forget that.
So how do I plead on the charge of wanting to deprive sales associates of a valuable tool? I plead not guilty. My defense: I want to give sales associates a better weapon than long warranties. Focusing on the life-changing benefits of a great night of sleep is a much better weapon for the sales associate's arsenal, it seems to me.
I also chatted with my retail friend the other day about the possibility of using the new fire-resistant properties of our beds to boost sales. Not so fast, the retailer said. I don't want my sales associates bringing up something so negative and scary as a fire.
OK, I said. How about this: When you make the master bedroom sale, you bring up the possibility of replacing some of the other beds in the house. The pitch: The federal government has established a new mattress safety standard. Beds now incorporate new FR safety technologies that provide valuable time to escape a fire. The new FR beds can give parents peace of mind.
"If we can get on the positive side, there is some good stuff there," my retail friend responded. I like the way he thinks.
Contact David Perry at dperry@reedbusiness.com
