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Furniture World Articles by Gordon Hecht

Win At the Name Game!

Published: 7/8/2014
The last line on the theme song for TV sitcom Cheers went something like, “You want to go where everyone knows your name”. Here are simple inexpensive ideas for keeping your store’s name front and center.

Read Win At the Name Game!


Retail: Just Like Your First Date

Published: 1/3/2014
Retail is full of first dates. Gordon Hecht reflects on how a bit of maturity goes a long way in pleasing customers, partners and improving performance in retail organizations.

Read Retail: Just Like Your First Date


Dear Furniture Godfather

Published: 12/10/2013
Readers’ questions answered by the “Teflon Don” of the furniture business. The Furniture Godfather dispenses advice about getting sales associates to show up on time ready to work, how to improve the retail sales process, sell more accessories and achieve a higher percentage of perfect deliveries.

Read Dear Furniture Godfather


Mattress-7: The New Reality

Published: 7/11/2013
Seven ways to adjust your sales and marketing to take advantage of a new reality.

Read Mattress-7: The New Reality


A Baker’s Dozen: Retail Ideas

Published: 5/30/2013
These thirteen practical and detailed tips for retail success from Gordon Hecht will help you to build your furniture business.

Read A Baker’s Dozen: Retail Ideas


Drop Those Percentages

Published: 4/1/2013
Observations on how percentage discounts and some sales goals expressed as a percent may be harmful to your furniture business.

Read Drop Those Percentages


Time To Dump That Loser In 2013

Published: 1/10/2013
Do you devote precious showroom space and inventory dollars to merchandise that just doesn’t sell? Do you have low performing salespeople who are costing you lost sales every day? If so, here’s what you can do about it.

Read Time To Dump That Loser In 2013


Sales Excuses

Published: 6/6/2012
Replace your sales associate’s sagging excuses and you will replace more of your shoppers sagging beds with brand new bedding!

Read Sales Excuses


Retail Resolutions For 2012

Published: 12/2/2011
The top 7 New Year’s resolutions for 2012 that can help to build your business.

Read Retail Resolutions For 2012


Garage Sale Lessons For Furniture Retailers

Published: 10/5/2011
Lessons a veteran furniture guy learned watching people browse, decide and negotiate at a garage sale.

Read Garage Sale Lessons For Furniture Retailers


Think Like A Retailer... Not Like A Furniture Guy!

Published: 5/30/2011
Retail furniture stores are different than other retail formats, but we can and should learn from the best practices of good retailers in other industries. Gordon Hecht identifies mindsets about credit, consumer buying behavior, inventory management and recruiting that furniture retailers should be thinking about.

Read Think Like A Retailer... Not Like A Furniture Guy!


Weekly Better Bedding Selling Tip #15 - The Best Bed for Your Shopper is the Bed that's Best for Your Shopper

Published: 5/9/2011
You get her to test-rest your best selling model and ask her if it’s comfortable. She buys it-and a week after delivery she wants to return it, saying that she’s awake tossing and turning all night. Why was she comfortable in the store and not comfortable at home?

Read Weekly Better Bedding Selling Tip #15 - The Best Bed for Your Shopper is the Bed that's Best for Your Shopper


Weekly Bedding Sales Tip #14 - Providing Mattress Protection

Published: 5/2/2011
When you present your store’s Mattress Protection not as another “Add-On”, but as a necessary component in providing your shopper with a Great Night’s Sleep, your shopper will see the health benefits and value of this product.

Read Weekly Bedding Sales Tip #14 - Providing Mattress Protection


Weekly Bedding Sales Tip #13 - What's your Cheapest Mattress?

Published: 4/25/2011
Veteran sales people sometimes say that they won’t show the cheapest bed, or tell the shopper it won’t work for them. That may be true, but until the shopper’s needs, wants, and motivation have been discovered, making a derogatory comment about merchandise in our store can stop the demonstration and kill the sale.

Read Weekly Bedding Sales Tip #13 - What's your Cheapest Mattress?


Weekly Bedding Sales Tip #12 - Kids' Beds-The Worthwhile Investsment

Published: 4/18/2011
Smart retailers know that kids’ tastes are different from Mom and Dad, and they have designed products geared to satisfy the junior set.

Read Weekly Bedding Sales Tip #12 - Kids' Beds-The Worthwhile Investsment


Weekly Bedding Sales Tip #11 - King versus Queen-Room Requirements

Published: 4/11/2011
Some rooms are too small to accommodate a King Bed. But when you do the math, most master bedrooms can fit the larger size.

Read Weekly Bedding Sales Tip #11 - King versus Queen-Room Requirements


Weekly Better Bedding Selling Tip #9 -How long should a mattress last?

Published: 3/28/2011
Bedding experts like the Better Sleep Council and Consumer Reports agree that individuals need to re-evaluate what they are sleeping on every 5-7 years, but that's not what most of our customers do.

Read Weekly Better Bedding Selling Tip #9 -How long should a mattress last?


Weekly Better Bedding Selling Tip #10 - The Eight Features that are the Most Important to Your Shopper

Published: 3/28/2011
Cost-Value-or Price, it’s all relative, for some shoppers $699 is too much, and for others $2000 is a bargain. Just don’t try to guess your shopper’s pocket book. Warranty comes in last on shoppers’ lists.

Read Weekly Better Bedding Selling Tip #10 - The Eight Features that are the Most Important to Your Shopper


Weekly Better Bedding Selling Tip #8 - Better or Worse?

Published: 3/22/2011
The simple question “BETTER or WORSE?” can help you understand if a customer really likes it. Many customers have been sleeping on a substandard mattress for years, and may not understand how proper comfort and support really feels!

Read Weekly Better Bedding Selling Tip #8 - Better or Worse?


Weekly Better Bedding Selling Tip #7 - Comfort and Alignment Selling

Published: 3/14/2011
By looking at your customer’s spinal alignment, you can determine which mattress will provide proper support.

Read Weekly Better Bedding Selling Tip #7 - Comfort and Alignment Selling


Weekly Better Bedding Selling Tip #6 - Who Needs an Power Base?

Published: 3/6/2011
Who is the customer for adjustable bases? The answer is everyone.

Read Weekly Better Bedding Selling Tip #6 - Who Needs an Power Base?


Weekly Better Bedding Selling Tip #5 - Body Language and Positioning

Published: 2/27/2011
How many times have you brought a shopper into your store’s bedding area and they just would not “test drive” a bed by lying down?

Read Weekly Better Bedding Selling Tip #5 - Body Language and Positioning


Weekly Better Bedding Selling Tip #4 - The Four Letter "F" Word-FIRM

Published: 2/21/2011
A mattress that is too hard or “FIRM” will arch and stretch the lower back muscles if your customer is a back sleeper. It will increase the pressure points on the shoulder and hips if they are a side sleeper.

Read Weekly Better Bedding Selling Tip #4 - The Four Letter "F" Word-FIRM


Weekly Better Bedding Selling Tip #3 - Five Qualifying Questions to Help Select the Right Bed

Published: 2/14/2011
Here are some qualifying questions that will help you fulfill your customer’s need for a Great Night’s Sleep.

Read Weekly Better Bedding Selling Tip #3 - Five Qualifying Questions to Help Select the Right Bed


Weekly Bedding Selling Tip #2 - How to Get Customers into the Bedding Gallery

Published: 2/7/2011
A recent survey discovered that more than 50% of Full-line furniture store shoppers don’t even know that you sell mattresses.

Read Weekly Bedding Selling Tip #2 - How to Get Customers into the Bedding Gallery


Weekly Better Bedding Selling Tip #1 - Who is the Bedding Customer?

Published: 1/31/2011
Customers who nap during the day may be suffering from sleep deprivation. Some will even tell you that when they can’t sleep in their bed, they move to their recliner.

Read Weekly Better Bedding Selling Tip #1 - Who is the Bedding Customer?

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