Weekly Bedding Selling Tip #2 - How to Get Customers into the Bedding Gallery
Furniture World Magazine
By Gordon Hecht
There is a Gold Mine in your store-and if your prospect well, you may hit the motherload. The Gold Mine is your Bedding Gallery-and you don’t have to dig dirt to get there, but you may need to dig with a few comments and questions.
Your prospect is that customer in front of you. Chances are that they have been thinking about replacing their sleep set at home-it’s just not top of mind-YET! A recent survey discovered that more than 50% of Full-line furniture store shoppers don’t even know that you sell mattresses. Your job is to make them aware that we are indeed in the business of better sleep.
Some sales people give a quick tour of the store and always walk their customers through their mattress selections. Others write or process every sale in the Bedding Gallery-where it’s a little quieter, giving their customers time to experience the beds. Still, other savvy sales people ask questions to raise awareness-“Have you seen the latest technology in better sleep?” , “Do you happen to know anyone who needs a super deal on a new memory foam bed?” or “We just got in a new line of beds and our management would like your opinion on it.” Some stores are offering prizes if the customer participates in a 60 second Comfort Test.
Be sure to invite your customer to visit your bedding area and encourage them to try the comfort and support of our beds. We all will sleep better at night!
Next Week: Five Qualifying Questions
This series is written by Gordon Hecht and Denny Bradford, Ashley Sleep Directors of Sales. To comment or ask a question on any of the bedding tips in this series, contact Gordon Hecht at firstname.lastname@example.org.
Gordon Hecht is a 35+ year veteran of the Furniture Business, starting as a delivery helper in Las Vegas, NV. He has served as a Regional Manager and Director of Training for a large Midwestern chain. Currently with Ashley Sleep division of Ashley Furniture Industries, Gordon travels the East, Midwest, and Canada training retail sales teams on selling bedding and works with store owners to maximize sales. Gordon resides in Columbus, OH with his wife, and has one adult son.
Denny Bradford started in the bedding business as a store manager for a Texas based waterbed dealer. His 18 years of sales and management experience includes directing a seven-store bedding chain and serving as Bedding Director for a Dallas based retailer. Denny covers the Western US and Canada for Ashley Sleep. He resides outside of Dallas, TX with his wife and son.
Gordon Hecht is a Growth and Development Manager for National Bedding Company’s America’s Mattress stores, nearly 400 locally owned and operated bedding stores across the country selling Serta-branded and America’s Mattress-branded mattresses. He started his 30+ years experience in the Home Furnishings industry in Las Vegas, NV as a delivery helper and driver.
He has been recognized for outstanding sales and management achievement with several organizations including Ashley Furniture HomeStores, Drexel-Heritage, RB Furniture, Reliable Stores, and Sofa Express. He has served as Store Manager, Multi-unit manager and National Director of Sales. With his first-hand knowledge of our industry’s front line, Gordon has devoted his career to guiding others to exceed their goals.
Joining National Bedding Company in 2014, as part of the Serta Retail Concepts Group, his goal is to grow America’s Mattress stores into one of the fastest growing bedding retailers in the country.
Co-author of the “Better Bedding Selling Tips” featured on Furniture World Online, Gordon has been a frequent contributor to company newsletters, and contributing writer for industry magazines.
Read other articles by Gordon Hecht