The Traveling Retailer's Bedding Sales Tip #6: I Scream, You Scream!
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by Gordon Hecht
I scream, you scream, we all scream for MORE MATTRESS SALES! Whether you are only place to buy a bed or a sofa in town, or have 15 or more competitors in a one mile radius, you still need to make sure shoppers know where you are and that you are the place to shop!
But this week’s article is about more than your web-based presence! The SELLINNG SEASON is here, and it’s time to turn on your GUERILLA MARKETING campaign. Many people think it should be Gorilla Marketing, but we don’t suggest you dress in a monkey suit to bring in business! GUERILLA is from the French word “Guerre” which translates to WAR! And make no mistake, Retail is a WAR-for scarce disposable dollars. Wars are won with intelligence (know what your enemy is doing and what weapons they have), strength (your brands and reputation), and planning (know what you are going to do today, next week, and all of 2015-then execute it).
Sometimes wars are won by just getting out on the battlefield. In your case-the battlefield is your street, parking lot and building front. Depending on local ordinances, you have the opportunity to SCREAM that you are open and READY TO SELL- just by utilizing those precious 50 feet of battleground. We will (probably) never suggest that you dress in that GORILLA suit, but hiring someone to wear an eye catching costume and wave cars into your store will create excitement and store traffic.
If you think that idea is full of HOT AIR, then you need an inflatable Sofa or Mattress filled with cool air. Those are a magnet for shoppers! People will stop by just to take a photo. From that point, you can wave them in with Yard Signs, Window Posters and A-Frame signs. And on the last point, we are just about ready to release a series of coordinating posters and yard signs that will SCREAM your message.
Chances are that you chose your current location partially based on the amount of drive-by traffic. Some of your occupancy costs ARE BASED on traffic flow. If you have 1000 or 50,000 cars driving by a day, why not take the extra steps to rope some of them in. The axiom in retail sales is that if you can bring a lot of people into your building-something good is going to happen. Retailers that SCREAM “I am here-and I want your business” rarely have to scream about how bad things are!
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