If someone owns a mattress store, it means they’re automatically an expert about mattresses, sleep and restoration, right?

Nope. It only means that vendors have extended them a line of credit and they have the privilege of paying those vendors for their products. And hopefully making a living in the process.

As a mattress store owner, you have a responsibility to learn about the componentry used within mattresses, sleep ergonomics, restoration, sleep and anatomy. You then need to effectively apply that information in fulfilling the needs of your customers. Only then will you be on your way to becoming a qualified comfort consultant.

Read some of the articles on Sleep-Geek, such as my 12 Tips for Becoming a Better Sleep Consultant, or even take a look at some of my Beducation videos (they work just as well for RSAs as they do for consumers). You can even do some reading from leading sleep ergonomic researchers, such as Bart Haex.

I know that it is a lot easier to sell mattresses regurgitating slogans from mattress companies and sales representatives. However, learning about sleep and restoration will do more of a service to your customers and has more staying power in the long run. If what you’re telling your customers can be replaced by a pull-string talking doll loaded with mattress salesperson clichés, you’re not helping your customers or yourself.

This article appeared in Sleep Geek.