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The Traveling Retailer's Tip #12: It’s a Winter Wonderland!

Furniture World News


by Gordon Hecht

It doesn’t matter if you live near the Great Lakes, New England, Mason-Dixon Line or the Sun Belt, winter is upon us. And while our Florida , Georgia, and Alabama friends may be bundling up for 50 degree weather, or our Maine partners are getting ready to ride mattress down ski slopes-it’s cold, wet, and sometimes a little dreary! Time to perk up sales, and here are a few ways you can bring some sunshine into your sales books!

Get a coat rack! Your shoppers will probably be wearing some sort of outer layer for the next few months-anything from a hoodie to a parka! When you fail to provide a place for them to hang their wrap, they will tend to test beds fully bundled! That makes a firm bed seem softer and an ultra-plush feel bottomless. You may have to encourage them to remove that coat, but having it on a coat rack instead of a bed protects your floor samples and can even keep the shopper in the store longer.

Welcome Mat! If you don’t have snow in your area-I envy you (and will probably plan a trip to your store in January or February)! But you probably have rain. Either way, you’ll get mud! No need to get that mud tracked through your store. Be sure to have an adequate floor mat INSIDE and OUTSIDE your building. And if you want to get all fancy, then consider getting some with your store’s on it.

The Days Are Shorter! Take time today to check out the time that your outdoor lights and signs are turning on. In most areas if they are not lit by 4:45 pm you are losing out on drive-by shoppers. If you share part of an outdoor monument sign with other stores in a strip center DEMAND that the property manager gets those signs lit.

It is a time for giving! No person or company does it by themselves. If you have received extra help from your factory rep, advertising vendors, and your sales or operations team, now is the time to make them feel special. A small gift or even some home-baked items can go a long way in making people know they are part of your team.

Best Wishes for a successful Q4 selling season, and for a warm fulfilling Holiday.

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 With over 400 stores, America’s Mattress stores is 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

Furniture Industry News and in depth magazine articles for the furniture retail, furniture manufacturers, and furniture distributors.
Read other articles by Gordon Hecht