I’ve always liked this format, taking the alphabet and creating ideas for each letter. This originally appeared in Sleep Savvy under the title: “Alphabet Soup.”
Accessories Don’t just think of protectors, pillows, sheets, etc as add on sales, use them to help your shoppers maximize the enjoyment, benefits and longevity of their investment.
Benefits. It isn’t the product that is so important to shoppers, it’s what the product does for them. To shoppers a bed is a bed. Show them how the features contribute to back support, comfort, and pressure relief and most importantly to their quality of life.
Close the sale. Not closing mattress sales is a waste of time for your shopper and yourself. They are going to buy somewhere and there are most certainly products you have that they would be satisfied with.
Demonstrate mattresses by focusing first upon the benefit then the feature. “You can sleep in one place longer on this mattress. It has a layer of convoluted foam that relieves pressure points.”
Educate shoppers about sleep. Learn as much as you can about the important benefits of deep sleep and the damaging effects of poor sleep. Use that knowledge to help your shoppers connect the dots to investing in a quality product.
Focus. Switch your focus from the product to the person. Ask “How do you feel on this mattress instead of how does the mattress feel to you.” People may not like shopping but they do like feeling good.
Guided Discovery. Make selling steps more productive by involving the shopper in the process. Having goal oriented conversations empowers shoppers and makes them more likely to buy from you.
Happiness. The one thing everyone wants is to be happy. There is no better product than a quality mattress to give people a better start on their day. Feeling good and being rested doesn’t guarantee happiness, but it sure does help.
Introduction Always introduce yourself, ask for your shopper’s name, use it but don’t overuse it. Establish a relationship by spending a few minutes talking about your shopper and her needs.
Journal Keep a daily journal of your interactions with shoppers. Note things that don’t go well to find possible solutions as well as things that do to share with fellow RSA’s.
Key The key to mattress sales is to understand that shoppers approach the process as satisfying a need. (Fixing a problem) Through conversation you have the ability to help them want to buy by adding emotion. Giving people a glimpse of how their lives can be improved.
Listen. Slow down and give full attention to what your shopper has to say. Pause and consider before responding. I’m sure you know the old adage of why we have two ears and one mouth. Listen twice as much as talk.
Mission. Knowing what you do about the benefits of sleeping on a top quality mattress, make it your daily goal to help as many people as possible choose to buy one for their benefit.
Never ask what you shopper wants to spend, bash your competitors, nor use warranty, price or comfort guarantees to close sales.
Overcome Objections by using your product knowledge to add value rather than stepping down in price or quality.
Product Knowledge. Objectively learn every product on your floor by lying on them and understanding how the specifications create and contribute to the comfort level, support and durability of each.
Qualifying Questions. Here are two questions that can change the dynamics of the selling process, increase your average ticket and customer satisfaction. “Which mattress feels most like your current one. Which do you like best now?”
Replacement. Make sure to recommend customers replace not only their mattresses before they wear out, but also their pillows and protectors.
Support. Shoppers mostly perceive comfort. It is up you to explain support and durability. Both contribute to the cost of the mattress and even more so to your customer’s satisfaction. You do get what you pay for.
Train, Train, Train. Top veterans are not big know it alls, they realize how much they still have to learn and are in constant pursuit of increasing their knowledge and skills.
Understand that your shoppers are on a mission to find a good value, help redefine value as it relates to their quality of life rather than their dollars. Price shoppers are reluctant to pull the trigger thinking there may be a better deal elsewhere.
Validate your shoppers choice to help them decide to buy. “Together we’ve gone through a thorough process to find products that will work for you, I think you’ve made a good choice with this model.”
Warranties. Always make sure your customers understand that warranties only cover defects not the normal wearing out process. Most warranties exceed the comfort life of the mattress for their protection.
eXamine your motives. (Taking a literary license because I couldn’t think of an application for X-ray of xylophone or xenophobia.) Putting others needs above your own will create more success than if success were your goal. People perceive intent. Serving instead of selling is a win win deal.
You are arguably the most important factor in a shopper’s decision of what and where to buy. Its true, people most often decide to buy from someone the like and trust.
ZZZ Sleep well and help others do the same. If you don’t already have a top quality
mattress, get one ASAP and then share how your life has improved. It may be the best ingredient of all.
I hope you liked this and found some helpful hints as well.