Mattress Metrics
David Perry -- Furniture Today, February 1, 2011
Today's topic Patience, trust
Attributes consumers want in mattress retail sales associates
% of consumers (multiple answers allowed)
Great product knowledge 87%
Listens to me 74%
Patient 57%
Trustworthy 57%
Source: Furniture/Today and HGTV 2010 Bedding Consumer Survey
Patience paves road to success; Trust gives consumers confidence
Patience and trust - two key attributes for any salesperson - are tied in importance when it comes to retail mattress sales, according to almost 7,000 consumers who responded to our HGTV survey. We will consider them separately.
Patience refers to the care with which the retail sales associate handles the shopping experience. The smart RSA gives each part of the process its due - greeting, qualifying, presenting the beds and closing. There is no shortcut to success; you can't ask for the sale before you have found the bed that is best for the customer. And you can't establish rapport until you have gotten off to a solid start with the customer with a good friendly greeting.
It's also important to remember that the consumer is often not looking forward to the mattress shopping experience. A patient RSA can ease those anxieties.
Trust is one of those qualities that is easy to understand but not easy to win. The RSA can't simply say that he or she can be trusted; trust is gained one positive step at a time. That means calling the consumer back if asked. It means getting that additional information the consumer requests. It means making sure the bed is delivered when the consumer wants it.
We will talk more about the importance of a friendly approach to consumers in a future column, but for now let's just note that establishing rapport with consumers is an important step in building credibility, and ultimately in building trust.
Slow and steady does win the mattress race. It's a big mistake to ask for the sale too quickly in the shopping process. Patience is a virtue. So is trust.
Mattress Metrics is a regular column of statistical analysis by David Perry, bedding editor. Ideas for future coverage can be shared with Dave at dperry@furnituretoday.com.
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10 traits consumers expect in a mattress salesperson
Apr 13, 2009 -
Sleep Geek shares keys to mattress selling success
Apr 18, 2012 -
Mattress Metrics - Friendliness
Mar 4, 2011
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