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David Perry

Selling Sleep

Marketing overview
The main focus of the National Sleep Foundations' 2013 Sleep in America Poll is on exercise and sleep, a timely topic. It is becoming increasingly clear that Americans aren't getting enough exercise and that lack of exercise takes a big toll on their health.
     Not surprisingly, lack of exercise also takes a toll on Americans' sleep health, as these results indicate. Note the direct correlation between "very bad" and "fairly bad" sleep quality and reduced levels of exercise. Just 14% of vigorous exercisers report "fairly bad" sleep quality, while more than twice that number - 31% of those who don't exercise - are in the fairly bad sleep category.

Exercise & Sleep

Selling Sleep

Source: National Sleep Foundation 2013 Poll

     On the other end of the spectrum, note that the percentage of those reporting fairly good or very good sleep quality drops from 83% for the vigorous exercisers to just 56% for the non-exercisers.
Applying the findings
Data like this is vital for helping Americans improve the quality of their sleep. Yes, a new mattress can and will help many get a better night of sleep. But the quality of our lives also affects how well we sleep, as these findings clearly indicate.
     The savvy retail sales associate will tell his or her customers that getting more exercise is an important step they can take to improve their overall sleep quality. Consumers who are regular exercisers may already know that. But those non-exercisers will get a big wake up call with these findings. Almost half of them - 45% - are experiencing very bad or fairly bad sleep quality. Those are alarming results. The solution: Hit the gym, start walking in the neighborhood, etc.
     With this data, RSAs can literally change the quality of their customers' lives.

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