Mattress To Go Owner Jeff Scheuer’s July 13, 2015 Article on Sleep-Geek.com
One of These Things is Not Like the Other – A Components Approach To Selling
Shelby Township, MI – July 13, 2015 – How many times have you heard, “I just saw the exact same mattress down the street and it was $100 less,” yet you know that no one in your area carries the same product. Or how about, “The mattress I tried at another store felt exactly the same as this one and it was cheaper.”
Well, unless it was Clark Kent who walked into your store and could see exactly what was inside of any mattress and how it’s constructed, these people really can’t be accurate in their statements. So how do you help educate your clients and assist them in making an educated decision?
Parts is Parts
Let’s face it – mattresses all pretty much look the same to customers. It’s one of the reasons that bright and fancy fabrics are used on more products these days to attract customer attention and differentiate one product from another.
This is one of the reasons I use components as part of my consultation process. Or I should say, I know about the components used inside of all of my mattresses and what makes them better than similar products in my region.
When people lie back on a mattress, all they can feel is initial comfort. But what they can’t feel is quality. And they can’t feel durability. And they can’t properly manage performance expectations.
Here is where componentry comes into play, as it’s the only objective way that you can convey the differences in performance, durability, and comfort life from one bed to another.
I Don’t Sleep on My Car (Often)
Customers hear this one all the time. “This bed, well, it’s the Cadillac of mattresses.” Well, I can one-up that. “Aw, that bed at the other store is garbage. The mattress here is the Bugatti of mattresses.” Hah – take that! But what have you really told the consumer about the product? Absolutely nothing, unless you’re actually selling them a Cadillac or Bugatti race car bed.
By talking a bit about the spring units, the foams, and methods of construction, you provide tangible evidence of the difference from one product to the next. And then, and this is very important, you take the time to translate these differences into the actual benefits your client will experience. The stronger spring unit means better support or perhaps is more appropriate for a certain sleeping style. The denser foams will hold shape longer, have a more consistent comfort life, and show fewer body impressions. A better-built foundation will stay flatter and not make noise. Things like this.
As an extra benefit, listing these specifications can convey that you’re smarter than the average bear and can help to validate the other things you tell a consumer, creating a level of trust between you and your client.
Just the Facts, Ma’am
But don’t break out the fact machine and show everyone your big brain right away. I’ve always felt, as do many consumers, that the more someone tries to impress right away with their knowledge by spitting out a myriad of unrelated facts, the less confident they are in their actual level of knowledge. Don’t tell me how much you can bench press – put on the big wheels and show me!
Instead, take some time, listen, and put yourself in the shoes (pajamas) of your client to find the product that best suits their needs. Not everyone is a NASA engineer and needs to know about every nut and bolt. Just be educated and know that you have the knowledge to make meaningful comparisons to consumers and explain why one product is of a higher quality, more expensive or more appropriate for their needs.
Jeff Scheuer has been in the retail mattress industry for more than 20 years. He currently owns Mattress To Go in Shelby Township, Michigan. He’s also the creator of Beducation®, a series of online videos that educate consumers about mattresses. A former USA Olympic Team coach, Jeff spends his spare time designing luge training programs and relaxing at home with his family.
This article originally appeared on the Sleep Geek web site at: http://sleep-geek.com/Articles/Article?articleId=2804.