Here are some qualifying questions that will help you fulfill your customer’s need for a Great Night’s Sleep.
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Some Stores show 20-30-even 40 different styles of sleep sets; Pillow-top, Euro-top, Memory Foam, Latex, Hybrid, Firm, Plush, Plush/Firm, Firm/Plush. The selection can be mind-numbing to you-Imagine how your customer feels!
A wide selection is good, it ensures you will have the right bed for your next customer-it’s up to you to narrow the selection to the 3 or 4 that will work out best. Here are some qualifying questions that will help you fulfill your customer’s need for a Great Night’s Sleep.
Who is the bed for?
Adults-greater need for restorative sleep. Children-greater need for support to ensure good spinal health. Guest Room-May be on a budget, suggest they buy a new mattress for the master bedroom and move the old mattress to the guest room. Vacation Home-Also may be on a budget, but do they only want poor sleep when they are on vacation!
What do you sleep on now?
Innerspring customers probably have pressure point issues, body depressions on the bed, seek motion isolation. Waterbed Sleeper-Desire reduced motion, greater support, less maintenance, better appearance
Do you toss and turn during sleep time?
May indicate that their current mattress is affecting their pressure points (shoulders and hips), or causing lower back misalignment due to lack of support.
Do you wake up when your partner moves at night?
Indicates that the shopper needs a bed that isolates motion
Does your current bed have body depressions /craters and valleys? Do you want that on your next mattress?
Chances are the bed is worn out or has lost support within the first 3” of body contact-may need to avoid pillow-/euro-tops due to lack of long term resiliency.
Next week: The Four Letter Word-Firm
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 Director of Sales for Ashley Sleep division of Ashley Furniture Industries. He started his 30+ years experience in the Home Furnishings industry in Las Vegas, NV as a delivery helper and driver. From that ground level start he started his sales career-and passion for our industry-while in college.
He has been recognized for outstanding sales and management achievement with several organizations including Drexel-Heritage, RB Furniture, Reliable Stores, and Sofa Express. He has served as Store Manager, Multi-unit manager and Director of Training. With his first-hand knowledge of our industry’s front line Gordon has devoted his career to guiding others to exceed their goals.
Joining Ashley Furniture HomeStores in 2007, Gordon managed a 44 store district covering 11 states and 4 time zones. He joined the Ashley Sleep team in 2009 and has worked to make it one of the fastest growing bedding lines 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. Gordon is based in Columbus, OH and is married with one adult son. He can be reached at email@example.com
View all articles by Gordon Hecht