Link This | Email this | Blog This | Comments (0)

Ray Allegrezza

Bedding pros sell the promise

Whoever said, “You can’t teach an old dog new tricks,” was misinformed. 

I know, because I’m that old dog. And I learned a new trick at the recent Furniture/Today bedding conference.
In doing his usual outstanding job of bringing together the best and brightest minds in bedding, Executive Editor Dave Perry once again set the stage for that sector’s leaders to discuss today’s most critical industry issues. 

Early in the program, it dawned on me that even though the bedding folks are facing the same challenges as everyone else in home furnishings, some of them are farther down the road in terms of connecting to the consumer. 

Here’s what they taught me. When selling to the consumer, your choice of terminology is everything. For example, it became obvious — even to this old dog — that the successful bedding retailers and suppliers don’t sell bedding. 

They’ve learned to sell something far more compelling: the benefits of a good night’s sleep. And in today’s stressful life, who doesn’t crave some of that? 

And once they’ve effectively sold someone on the benefits of sleep and all the wonderful byproducts — you feel better, you look better, you are better — they then go on to sell the means to achieving that restful, peaceful experience. 

But they don’t sell a mattress. They sell a sleep system. 

Pretty cool idea! They don’t sell goods. Instead, they sell the promise of possibilities. The lesson for other home furnishings is this: Sell the promise. 

If she’s shopping for case goods, don’t simply try and sell her new dining room furniture. Instead, sell the promise of the family coming together for great food, meaningful fellowship and fun. 

If she’s in your store for leather upholstery, sell her the promise of furniture that will embrace her, enhance her room and help transform her house into a home. 

I don’t think I’m barking up the wrong tree on this one.