Week 13: Value-Price-Value

Now that you have had some practice writing Value-Price-Value statements for different products, let's see some best practices! This week, share your tips for utilizing Value-Price-Value Statements when quoting price.

Comfort by Color Closing

We know that a close is a close, but what have you changed in your close since taking on Comfort by Color? What tips can you give that work really well for you?

To respond to this post click 'comments' directly below this message.

Introducing the 5 technologies.

In describing the 5 technologies within the Comparison Center, are there any creative ways to introduce or demonstrate the different technologies? This is a great opportunity to share best practices and learn from one another.

Customer Comments

Our customers can provide us with great feedback. Remember our goal is to make their experience EASY. What have your customers said about the Comfort by Color process?

Take a few minutes to share some of the comments your customers have made about their experience.

To respond click on the comments icon directly below this post.

sleep evaluation

I had a couple come in that went to Mattress Giant and decided to come check out our store, when they walked in they didnt seem so happy actually they seem a bit annoyed. I welcomed them to our comparison center, where they can taste the rainbow. I explained to them about our new way of shopping, and asked if it was ok if i asked them a few questions to get them to the right side of the rainbow for them, i explained to them it was a sleep evaluation and that this would get them to a better night sleep. i took out my handy dandy form and pen. after that they where so intrested in Mattress Firm ,that they're frowns turn into smiles, they told me that the reason they where so unhappy was because the Sell associated at the Giant only cared about getting the sell and not they're comfort, after that the rest was history. Thankyou CBC
Larry Metzger
M.I.A

Share the Success~Advantages

We all have those 'tricks' or best practices that we use throughout our presentations. Have you ever wondered what your coworkers tricks are? Have you ever wanted to share your best practice because it works so well? Now is your chance!

When presenting feature, benefits and advantages share some of your best practices. Also, take a personal challenge to try executing as many of your coworkers best practices as you can!

To respond to this post click on the comments link directly below this post.

Personal Sleep Evaluation Form

I don't do much blogging and don't consider myself to be a blogger but I thought I'd share with you a story from the other day. I had a couple come in the other day and the husband says he can sleep just about anywhere, and that his wife was the one with the issues sleeping. Well I started her out in the comparison center and when I asked if I could give her a personal sleep evaluation she said sure. Well as I'm asking her the questions, on almost every single one her husband chimed in with his responses, I looked at him and said I thought you were the one that could sleep anywhere. Well turns out after not wanting to be involved in the whole process they both became excited and they both agreed on the trailblazer PT. It's funny sometimes when you ask alot of questions how people who want to be disengaged can't help but to become engaged in whatever your talking about. Thanks CBC!

Joel West
Miami South

The New store wide ad is great!!! we are really making it easy for our customers to follow the road into there color. what other store, better yet, what other company can you go to and follow colors to your new mattress? i love this!! Its so easy and less confusing to us and our guest.
L Metzger
miami fl

The SWA, THE roadmap to $elling!!!

Not Just...another brochure, Not Just....another mattress store.

Not many retailers have guides to the layout of their stores. Can you imagine walking aimlessly through Disney World with no guide? Can you imagine the time you would waste, and all the magical things that place offers that you would miss out on??

Our specific vision with CbC is to create an experience that is fun, exciting, new, and easy when customers come in our store. With all that we offer listed up front, customers will not feel like they are missing out on something or like something hasn't been offered to them. It is all right there for them to see!! Also, when a customer sees a price up front, it lowers the odds that they will try to "haggle" with you, or get a deal. Do you ever hear of people asking for "discounts" in Department stores or grocery stores. No! That is because the prices are clear and out front. When customers see the price, that is more likely what they expect to pay.

The SWA is made of quality material, and you can tell that it is not inexpensive. It is important for EVERY customer to leave with one of these in their hand - buying or not. Why? FREE ADVERTISING, HELLO!??? If a friend or relative sees this beautiful ad in their car or home, they are more likely to gain BRAND recognition with Mattress Firm, and maybe start up a conversation about our stores!!!

We all know word of mouth is the best advertisement and we can promote this by creating an unparalleled buying experience for every customer, and sending those SWA's out the door with them!!!

Go get 'em!!!


~ Milcah Ray~

Area Manager
Miami - South

Mattress Firm Exclusives

We hear over and over again how important it is to present Mattress Firm Exclusives.
What does it mean to be exclusive? How do you present having an exclusive feature to your customers? What additional tips do you have as it relates to Mattress Firm Exclusives?

To respond click on the comments link directly below this post.

This weeks blog topic... What is the 'why' behind the store wide ad?

Blog on!

Welcome to Mattress Firm. We are introducing a new and exciting way to shop for a Mattress. Not only is it going to be simple, but we are having our Semi-Annual sale where you have the opportunity to save up to 200$ How exciting does that sound? To take the hassle out of shopping for a mattress. We have introduced the (4-C's) Comfort by Color Comparison Center. Once you find your comfort level all you have to do is follow your color, it is that easy. Congratulations, you are a blue. You have just eliminated about 85% of the beds in here.

MENTION THE SAVINGS AND DOLLAR AMOUNT

Geoff
Store # 2409

Troy from K.C.'s tourguide habits

Hello team, fellow mattressfirmians!

In response to the cbc blog assignment I came up with the following:

1. How often do you feel like a tour guide is trying to sell you something? Never. They are very informative, thourough, personable. Most importantly they are very alert to how folks taking the tour are receiving it. Are they understanding what is going on and what you are saying? Eventhough they have said the "spiel" 60 million times, they still put their unique twist into it.
You may have had a bad tour guide in the past, but...they don't stick around very long! They end up doing something else. Since we are tour guides, we definitely have to realize it's all about the experience. Thanks for reading. What are your comments?

week 2 blog... mentioning savings opportunities with CBC

Create your own Comfort by Color explanation and write down a few ways you might explain Comfort by Color to a customer while selling the sale at the same time!

Comfort by Color - Branding Mattress Firm

I visited a Perfume store on Wednesday, and since I was torn between several fragrances, I asked the sales associate, "What is the most popular one, what do most women come in and ask for?" She said, "They all want whatever is new." "The latest fragrance by LaCoste, or Ralph Lauren, they all just come in asking for the newest perfume."

Could this be a common thread in our buying culture? For example, why do people pay $8.50 to see a movie that JUST CAME OUT??? Instead of waiting 3 weeks and renting the same movie for $2.5o or possibly seeing it for free??

My point is that Americans like the "newest", and if we get as excited about having the "newest approach to sleep solutions in the entire nation" as we should, then it is easy to transfer that enthusiasm to out customers!

CbC is a huge breakthrough in the steps it takes to Brand Mattress Firm!!! This is our way of doing things, and no other retailer holds a candle to this "new" "fun" "easy" way of finding your sleep solution!!! But it's not the CbC that is going to get us to the next level, it is OUR excitement about it leaking out to each customer, and in time, into the community.

This is gold that we have!!! How will you use it??

~ Happy Selling

Milcah Ray - Miami South

Introducing CBC

"Welcome to Mattress Firm! Have you visited one of our stores before? Well you came at a great time where we have made buying a mattress EASY!!! It is a NEW process that makes it easy for you to choose your correct Sleep Set! As you can see our store looks a little like Sesame Street colorful and fun. There are 5 colors to match the 5 different feels in the mattress industry. What you will do today is find your Comfort and follow your color...it's that easy!!"

Luis - Miami South

CBC Introduction to the customer

AHHHH.....Mattress shopping so easy a caveman can even do it.

Whenever customers enter the store I personally ask them a ice breaker question. Which usually pertains to the weather outside. Because everyone can relate to the weather, right?? After I ask the "Ice Breaker" question I began to introduce the CBC comparison center. It goes a little something like this:
Of course after the Ice Breaker question, Welcome into the Mattress Firm, how are you doing today? Are you interested in something for yourself or a guest bedroom. Awesome, we have the fastest, coolest, and did i mention easyest way to shop for a mattress. Simply, we have desinated a specific color for a different comfort. (I begain to explain the color coded pillow pertaining to specific comfort level) You will be one of the fist in the Charlotte area to experience mattress shopping at it's easyest. All you have to do is lay down and find your color and follow your comfort level, it's that easy.


Geoff
Store # 2409

How I Intoduce CBC and Transition- Zach Williams Miami North

I have found that, if you walk up with the SWA and the PSE that can be overwhelming for you and the cutsomer. Trying to show the customer savings in the SWA with the current sale can be more difficult if you have to keep readjusting the PSE or keeping setting it down. What I have found works best, is walking up with the SWA and introducing CBC, show savings with current sale using SWA, and then handing the customer the SWA in order to be as transparent as possible as well as free my hands. I then transition to the PSE by asking if they mind if I ask them a few questions to help determine the best solution for their sleep needs. Most of the time they say yes, and with my hands now free I grad the PSE which I conveniently have hanging from a hook in the wall between the front door and the comparison center. This seems to be working by making it easier on the sales person as well as more comfortable for the customers as well.

Where at the Mattress firm, we have created an innovative way of Shopping for your mattress.
It's called CBC. We offer a spectrum of colors which which offers a certain comfort level for you.
It's easy and fun, just try all five and narrowed it down to color. " Now that Is Easy."


Major Miller, 2408

CBC in Miami South

I love the new Comfort by Color because it brings something new and fresh to the Mattress Firm culture. Although it is a different presentation it involves the customer a lot more and actually gives us a whole new way to separate our company from the others. The Sleep Evaluation is another GREAT tool that it gives us. Although I'm sure everyone always asked most of these questions during qualifying asking the customer if they mind if you ask them a few questions developed by Sleep Experts really makes them comfortable and confident they're in the right place. Good luck to everyone out there as they make this transition and Happy selling !!!

Toyian Williams - Miami South

How I Introduce CBC

Although I am still struggling to adjust to the new CBC intro, I have found a couple things that really seem to help customers appreciate the new system. First, introducing the new system with excitement and emphasizing the simplicity is important and can help break down a customers anxiety about shopping for a mattress. I also find it is helpful to sometimes point them to a tempurpedic that is more in line with their personal preferences. If a customer likes a soft mattress than they are more likely to react positively to the celebrity bed than the allura. I know this was hammered in training but congratulating them once they make a decision on a color reinforces the validity of the whole CBC process.
-David N. - Charlotte Market

Welcome to Comfort by Color Charlotte!

First, let's welcome Charlotte to the Comfort by Color team! Congratulations on a successful rollout! Each week, the Charlotte team will be visiting this blog to give their comments on different topics. Existing markets are welcome to comment and give your advice to the Charlotte team!

Introducing Comfort by Color:

How do you introduce Comfort by Color to every customer? Why is it important for every customer to hear about the new and easy way to shop for a mattress?

To comment, simply click on the 'comments' link directly below this topic. Remember to leave your name and market.

Introducing the Comparison Center

Remember the Comparison Center is a place for our customers to compare and contrast the different technologies available in our industry. Without confusing them, we want to offer some descriptions of each.

In describing the 5 technologies within the Comparison Center, are there any creative ways to introduce or demonstrate the different technologies?

To respond click on the 'comments' link directly below this post.

How do you GUIDE your customers?

We learned the importance of acting as a 'guide' for our customers. We want our customers to feel in control and guide them through the store. There are many different ways we can do this. We mentioned a few in class:

- Explain the way the store is set up
- Point to POP and Exclusives
- Give your opinion and recommendations

Now that you have been using Comfort by Color for over a month, share some of your successes in guiding your customers. What works for you?

To respond, click on the comments icon directly below this post.

CBC- Addison

Had a couple come in earlier and hadn't shopped for mattresses in years. I introduced CBC and their reply was, "Well that's sounds easy." After trying out all the colors they decided on the orange. Then I showed them the best orange, most popular orange, and the least expensive orange. They deiced with the best orange and are having it delivered tonight!

Ashley Torres
Forgot what team I'm on...Dan's I think.
Dallas North

Share the Success!

We have been hearing many exciting example of just how well Comfort by Color is doing for YOU! Take some time to share with the rest of the team a success story of you administering the Personal Sleep Evaluation...

To respond click on the 'comments' icon directly below this post.

Why the Storewide Ad

We have seen the differences in the Storewide Ad since adding Comfort by Color. Why - in your own words - is it helpful to introduce the Storewide Ad to our customers? What tips can you share for utilizing the Storewide Ad?

To respond, click on the 'comments' icon directly below this post.

Another way to be different!!!

Anthony Robinson

I was thinking of a suddle to be different and what would make me feel comfortable in a place of what can be 'monotonous' to some people. When your customer find their color, spice it up a little bit. They will remember you for it and it will also seperate you from the rest. What I did is found out little facts about different colors.

Congratulations you are officially a ____________

Red: Did you know that red in some cultures stands for prosperity and joy?
Yellow: Did you know that yellow symbolizes wisdom and people of high intellect?
Orange: Did you know that wearing orange during times of stress or shock can help balance your emotions?
Green: Did you know that green is considered a safe color? If you ever don’t know what color to use somewhere, use green. Green also symbolizes wealth and self-respect.
Blue: Did you know that blue is often used to counter-act chaos and agitation?

This is small but it's just another way to step into the blue. Dont be afraid because in the BLUE is relaxation and peace.

Mulitple Ups Made Easy by CBC!

Allot of us have worked on handling multiple up situations and have gotten pretty good at it, or we thought we had gotten pretty good at it. CBC has taken multiple ups and made it so much easier for us and our customers.

I was working with a couple (both specialists, so they needed allot of attention) that was looking at getting a dual adjustable EUX and I had another couple come in my store. After greeting them and exchanging names they told me they were looking for an inexpensive queen for their teenage daughter. I explained how the new CBC program worked and showed them how to use the comparison center to find their color - then asked to be excused to go back to the dual adjustable couple for a few minutes. After spending another 5 or 6 minutes with the Sleep Number customers I saw that the 2nd set of customers had found their way to the red section and were trying out beds. I asked if they had any questions and they said "No, we decided she likes the reds so we are just checking those out." I let them try a few out and go back to check on them in another 5 minutes or so and they said "She like the feel of this one the best, let's go ahead with that one!"

In a matter of 10-15 mins and minimal interaction with me, they had decided that the Holly Springs was the winner because it FELT the best to her daughter. They didn't even bring up price once, but in the beginning they were talking about "inexpensive queen sets". Not only did CBC make it easier for the customer to try beds out on their own for a while, it gives us the chance to put a little extra effort into another customer if needed!! 2 sets of customers....2 tickets!! CBC is AMAZING!

Scott
AM - Dallas

introducing comfort by color Team Red DFW with input from teamTiffanie Choates team

Dale, Tiffanie and John
CBC winning team! RED RED RED RED DFW

How to introduce and maintain a
Comfortable
Curious
And Not Defensive
Setting.

General;
Have you heard about our Comfort by Color Comparison Center?

Mattress Firm has re-invented the way you shop for a mattress, would you like to hear more?

Mattress Firm has revolutionized mattress shopping with Comfort by Color, it’s easy, it’s simple and best of all you’re in charge!

Our Comparison Center utilizes Comfort by Color simplifying your selection process allowing you to find your comfort, locate your color and choose your mattress.

You choose from best brands, best prices and one simple process narrows up to 80% of choices out of the equation. Comfort by Color puts you in charge.

Comfort by Color is the new way to buy a mattress… it’s easy and it saves you time while guarantying your success.

Mattress Firm has developed a new, easy way to find the perfect mattress. As you can see, everything is color-coded. You can find your favorite color, or feel, in our Comparison Center. From there, you simply follow your color to find other options with the similar fee. Then you simply choose the best one for you! It’s three easy steps designed to make the process easy for you.

Mattress Firm has reinvented the way for you to shop for your new mattress. Comfort By Color gives you the opportunity to find your favorite color, or feel, in our Comparison Center. Then you find the beds with the same color and choose from that selection to find the perfect bed for you.

Mattress Firm has simplified the mattress shopping process to make it easy and painless for you. This new process is called Comfort By Color and has three easy steps. First, you find your favorite color in our Comparison Center. Then you follow your color to find other similar mattresses. Then you choose your favorite mattress. It’s that easy!

Me: “Have you been to MF recently?” Customer: “Why no, I haven’t.” Me: “You have come in at a great time. I am very excited to share with you a new program that we recently launched called Comfort By Color. It’s a revolutionary way to shop for mattresses – and, more importantly, it makes it so much easier for you! There are three easy steps: First, you find your favorite color in our Comparison Center. Then you follow your color to find other similar mattresses. Then you choose your favorite mattress. How easy is that? Are you ready to get started?”

Investor;
Congratulations, you get to experience the most innovative way to shop for a mattress today, Comfort by Color let me show you?

Comfort by Color is a spectacular new way to find your next mattress, find your comfort, follow your color and choose your mattress.

Are you ready for first class service? Our comparison center uses Comfort by Color to make finding your next mattress fast and easy.

We now have Comfort by Color, have you heard about it? It is the best way to find the best brands at the best prices.

Mattress Firm has revolutionized the way for to you to find the perfect mattress for you. With the new Comfort By Color process, you can try the five distinctive styles of bedding in our Comparison Center. Once you have found your favorite, you look at other beds with the same color. So, if you like red for example, you would then go over there (point to the red cluster) and select from those red mattresses. It’s so simple and easy and customized to you!

Replenisher;
Come to our comparison center, it saves you time by giving you the power to choose quickly the next mattress you can use for years to come!

I know you said you are able to sleep anywhere. May I ask you to visit our Comfort by Color comparison center to narrow down your choice to save you time?

Here at our comparison center you can find the most durable brands at the best prices!
We have a new, quick and easy process for you to find the perfect bed for you. With our Comfort By Color process, you find the best feel for your mattress in the Comparison Center. From there, we will try only the beds with the same color, saving you time from having to try beds all over the store. It’s really easy at that point for you to pick out the best bed for you.

Specialist;
With Comfort by Color we can guarantee it will be easy for you to find the right mattress. Just find your comfort, follow your color and choose your mattress.

Comfort by Color is the remedy for easy mattress shopping.

Mattress shoppers have been longing for a better way to find the right solution for their needs. Comfort by Color is the answer, it’s easy and simple and best of all you’re in charge!
Comfort by Color is the new way to find a resolution to your mattress needs. It’s easy.

Mattress Firm has developed a new, easy way for you to find the perfect mattress to solve your problem/meet your needs/insert specific problem here. It’s called Comfort by Color. The first step is to find your favorite comfort and the correct support for you. From there, you can look at other beds with the same color to see all of the options that you might like. Then you simply choose the mattress that meets your needs. However, before we get started with that, would you like to take a Personal Sleep Evaluation? It will help determine what bed will provide, not only the best support, but also pressure relief to meet your needs.

Haven Seeker;
Comfort by Color is the new way we help you make your nightly escape a splendid experience. This will guarantee you find the right set for the favorite room in your house.

Comfort by Color is a fun and easy way to help you find the right mattress.

Come to our comparison center where you can fall in love with your new mattress, it is that easy!

Comfort by Color allows you to escape to area of our showroom that has the finest brands at a price that keeps your bedroom the favorite room in your house.

Mattress Firm has a new and exciting way to find that perfect bed for you! With Comfort By Color, you get to try out each distinctive style of bed available in the mattress industry today to find the one that will accent your bedroom the best. Once you find your favorite, you can try other options in the same color. So, if you like the marshmallow-y feel of the red mattress, we can look at other reds to find the perfect amount of marshmallow-ness. Then you simply choose your favorite! It’s fun, easy and completely painless. Are you ready to get started?

Introducing Comfort by Color

First, let's welcome Dallas to the Comfort by Color team! Congratulations on a successful rollout! Each week, the Dallas team will be visiting this blog to give their comments on different topics. Existing markets are welcome to comment and give your advice to the Dallas team!

Introducing Comfort by Color:

How do you introduce Comfort by Color to every customer? Why is it important for every customer to hear about the new and easy way to shop for a mattress?

To comment, simply click on the 'comments' link directly below this topic. Remember to leave your name.

the rock

I kicked a rock in the parking lot today it bounced a couple times then jumped the curb then rolled thru the door then into the showroom. The rock wanted to buy a bed I guess. I kept the rock. If anyone would like to see the rock, just ask. Jeff's last day was yesterday I tried to get him to write deals in my name, he wouldnt however.
Still no matter what happens Aaron Endicott is still the greatest forever and ever.

It never ceases to delight me... I encountered this phenomenon again yesterday, and numerous other times since we have rolled out CbC: a customer walks in - defensive, armed; ready with a quick and well-rehersed reason why they don't want to interact with me. I ask them if they have noticed the colors... all of a sudden their curiosity is aroused. Next thing you know they are asking me what's going on... I explain the concept behind CbC and they realize we changed the way we sell mattresses just to make it less confusing for them... and PRESTO CHANGO, they are playing along, curious; wanting to know more; willing to interact. I have (almost) always been able to break that barrier by playing the part of the informed and helpful Sleep Advisor - but now it is easier to break the barrier... and faster.

'Gotta love that!

We have something here which is unique, logical and easy to understand and which will break down barriers for us by not only demonstrating that we truely are "different," but which also offers a meaningful functional aid in both the buying and selling process as well.

Marianne Geiger

Store Manager

Mattress Firm, Cincinnati Kenwood 2015/8H

and Cincinnati Team Blue Angels Leader

DO NOT DISTURB

Had a couple come in on Saturday and say just looking, with a big hand in the face. I explained how we have do not disturb cards by the stand, it explains how to shop here. They grabbed it and walked around not saying a word to me. I love seeing this, becasue 9 times out of 10 they were just somewhere else, and they got bombarded by a "Vinny" (shark). I knew in my mind I was still the sales person, and I didn't loose focus on that. 5 inutes later they asked me about one of the beds. I answered their questions, and 3 minutes later they bought. They told me they bought simply because I didn't crowd them the whole time they were here, but I still payed close attention to them. In the end the customer has the do not disturb card, but that does not mean we as sals people are out of the equation. If anything we are more in the equation because we gave them their space at first to get them non-defensive, to come in and make the sale. Give the customer their space, but not too much. Always check up on your customers, and stay close by.

Eric Falletta
MOD-J-ville

COMFORT BY COLOR GETTING BETTER EVERY DAY!

Customers continue to respond in a very positive way to our new Comfort by Color approach of introducing and selling “better sleep,” not just beds. Their verbal response, as well as their body language while shopping, reflects more relaxation and pleasure than ever before. And why wouldn’t it … CBC is beautiful, innovative, and has made it so much easier for the customers as well as for the sales staff. I have also noticed when they choose a color style they are not as concerned with the “brand” as much as before. When we have the best of the best in brands – side-by-side, all of a sudden it doesn’t seem to matter to many customers which brand they choose -- they go for their own personal comfort (by color). One of my recent customers was getting ready for surgery and needed comfort as well as durability because she would be spending several weeks in bed after the surgery. She was “just looking and comparing” and did not want to spend more than around $700 for a king. (yes-it had been a while since she bought a mattress). She chose the traditional PT (red). She liked the English Arbour but jumped up when she saw the price and headed for the VC. I pulled her over to the Pike “just try it, I said.” By the time I explained the features and benefits of a “better” set, which would not only comfort her with pressure relief during recovery, but would also offer her more durability with stronger edges and spinal support, etc., she ended up purchasing the King English Arbour after all for $1800, not the Pike but a nice step up. I knew she would feel the difference, and stepping her up to the Pike made the price of the Arbour look even better. Every customer is unique and they all react differently so you really have to show them your main concern is for their health and comfort, not just selling a bed!

Carpe' Diem - SEIZE THE DAY!

Judy "Savannah" Owens
Store Manager - 1604
Ph: (904) 262-1118
Fax: (904) 262-1190

JUST LOOKING

I had 2 ladies come in that didn't want to helped so I explained the DO NOT DISTURB & CBC. Each understood right away & I left them alone but made myself available if they had any questions. Needless to say, She found her color & picked out a bed.
Then she bought!!! She told me that she originally had no intention of buying, but with Comfort By Color ,which they loved, she made the purchase!

GO CBC Go!!!!!!!!

Kathy
1608

BF/2005 store manager

Hi
I had two ladys come into my store
BF/2005 to buy a mattress set and once I greeted them they yelled out ...WOW this is the place with the colors and sure enough the advertising on the tv was working and they were estatic on the fact it was so simple to choose a mattress in the comfort she liked after the comparison center.

JULIAN HARLOE
STORE MANAGER
BF/2005
Mattress Firm Inc.
Office: 859 - 746 - 3300
Fax: 859 - 746 - 2165
Email: bf_florence@mattressfirm.com
Blue Ocean Environmentalist

Reaching the Blue Ocean: Providing Solutions to Customer Needs

Connecting Mattresses to Customer Needs

Creating a connection from the stated needs of the customer to a mattress not only satisfies an important S.C.O.R.E. component, but more importantly, instills trust, enables the customer to enjoy a successful experience, and sets the salesperson up for success to fulfill a primary performance goal:
closing the sale by successfully providing a solution to the customer's needs.

In order to illustrate how a mattress will fulfill the customer's needs, those needs must first be uncovered. In-depth analysis of the customer's needs begins during the Consultation.

An effective Consultation will instill in the customer feelings of confidence, empowerment and trust. By utilizing a consultative approach and the Sleep Survey to uncover sleep needs and problems, and by acting as the "Sleep Expert" to provide feedback and information, the sleep expert may instill in the customer a feeling of confidence. Customers should be made to feel that they have come to the right place to find a solution; that they are working with an expert; that they are finally receiving the education and information to make informed choices; they should feel confident in the consultative approach offered here at Mattress Firm with CbC. The customer will feel empowered when their input is solicited and their decisions are validated by an expert. The customer's feeling of empowerment will, in turn both foster trust, and will also help the customer to feel more confident in making decisions. Rather than attempting to "talk the customer into" a decision, which will erode trust, instead, the salesperson should utilize the role of "the Sleep Guide."

The role of the "Sleep Guide" is customer focused, and increases the comfort of the customer, while helping to confirm the decisions made by the customer. Acting in the role of a Sleep Guide, the salesperson can advise and recommend by answering questions and making information available and transparent, without eroding the trust of the customer. This will have the ultimate effect of making the customer feel more confident in making decisions. Moreover, if the sleep expert is willing to listen, the customer will divulge exactly what his or her needs are, and what problems the new mattress should solve. By formatting the presentation to Consumer Languages the Sleep Guide may improve the way he or she communicates these solutions to the customer. Upon discovery of the customer's needs, the Sleep Guide may affirm understanding of these needs to the customer.

Once the customer's needs have been agreed upon, the customer will be more apt to trust their Sleep Guide to recommend a selection of mattresses which will address the stated needs. The "Sleep Guide" may reinforce the validity the the customer's needs, while making recommendations. "You need a bed that relieves pressure on your shoulder. I would like to recommend three beds for you to consider, which would be very effective at reducing the pressure on your shoulder," the Sleep Guide might offer. The role of the sleep guide is to HELP the customer, rather than to SELL TO the customer. And the Sleep Guide will in turn, have earned the customer trust to effectively present the features, benefits and ADVANTAGES of a bed to the customer, while making the customer feel that their own special concerns are being considered and their needs addressed.

The information obtained during the consultation is instrumental in the presentation during the selection process. When presenting the features, benefits and advantages of a bed, it is important to recall that "Value is subjective."

• "A feature without a benefit equals only added cost"
• "A benefit without a tie-in to a stated need has no advantage"
• "Advantages are BENEFITS which are tied to the customers STATED NEEDS"
• "These have the most VALUE"

Therefore, when presenting a feature which will help address a customer's need, the salesperson should link the feature to the benefit, and then illustrate how that benefit will address the stated need. For Example: A customer has stated that he and other family members suffer from allergies and asthma. A Feature/Benefit/Advantage statement for a Simmons Beautyrest Bed which would be meaningful to the customer might go something like this: "This Simmons Beautyrest bed contains Allercare fiber. Allercare fiber is antimicrobial and dust-mite resistant. So this bed will help to eliminate one of the the primary triggers for allergies and asthma in the home, keeping you free from the symptoms of allergy and asthma, and helping you to get a better night's sleep." After linking the mattress to the customer's stated need during the selection process, the logical conclusion is to help the customer to move to the solution phase.

During the Solution phase of the sale, the Sleep Guide will reaffirm the customer's choice by validating it both as the one they liked best, as well as by affirming that they have made the right choice in resolving their stated need. "This is the one you liked best," the Sleep Guide might offer. "Do you see how it will provide the solution to... (stated need)?" During the Solution phase, the customer is feeling ready for a resolution. At this time the Sleep Guide should compliment the customer on their excellent choice. This is a good time for a trial close. At this point in the Comfort by Color process the customer may also feel relieved and relaxed. They have experienced success in finding a mattress to meet their needs. This is the time to congratulate the customer, and to share in their enthusiasm. By enabling the customer to successfully select a mattress which will address their needs, a scenario is created in which the salesperson will be set up for success to close the sale, so that the customer can begin to enjoy the benefits of their new mattress.

Marianne Geiger

Store Manager Mattress Firm, Kenwood

Cincinnati Team Blue Angels Leader

CBC IS EASY

CBC is really going into the blue ocean. I have had many customers who comment how easy this is to find a mattress. Once their color is found, they can easily find the beds that will meet their needs. And they don't have to try to remember which one they were last on. CBC makes it so easy for them & most will buy today!!!


Kathy Stanberry
1608
Jacksonville

Technologies

Many customers come in looking for a mattress that is going to to solve their sleep issues. It is important for us, the sleep experts, to know and understand our beds. Every customer is going to be different and is going to have a different situation. It is our duty to inform them about the current technologies. By explaining the current technologies in our beds, and correlating the technologies to the customers needs, this will give them a path and a reason to purchase from you. My personal favorite is explaining the technologies of the Tempur material and how it contours to your body eliminating all pressure points. When explaining the open celled technology and comparing the Tempur HD to the regular Tempur material i simply tell them to envision a bucket full of marbles to a bucket full of bee bees and that helps them understand the pressure relief a little better. Painting the picture always seems to help.

WES-KC

Weekly Discussion Topic

Great participation on the last topic posted!! There is some really good information there! Keep it up! Let's switch gears and focus on the Comparison Center.

Why is it important to present the technologies of all five mattresses and what are some of the successes you have had doing so?

For a lot of our cusotmers it has been a while since they have purchased a bed. A foam bed today is nothing like a foam bed, or a firm bed or a pillow top from years past. The point is beds have changed a lot over the years and this gives the customer a chance to re-confirm that what they think they were looking for is in fact the RIGHT feel for them. If they don't try all the colors, maybe thier pillow top from 1979 really feels more like a firm mattress from today and they end up on something that actually causes them to lose sleep. Its our JOB as tour guides to show them all the stops on the way, you wouldn't want to skip the Statue of Liberty if you were going on a tour of New York, so we shouldn't let our customers miss out on anything either.

SFO-Kansas City

Relieved

I had a customer come after shopping about 6 different stores. This being her first trip to the mattress firm she exclaimed "WOW, everything looks so organized." I explained CBC and she got it right away. After trying all five she said "I'll take the green." One of my quickest sales ever. When we came back to the desk to right the order she told me how had looked at the Rhapsody at other mattress retailers and almost bought it from our competition. She was glad she did'nt when I went over all the guarantees. Before she left she told that she will only come back to the firm for all of her future bedding purchases.

Point is CBC is making the process of buying bedding so much easier. I know that company goal is to Aquire and Maintain customers and with CBC its really working.

Kathy
1608

fruit cocktail

ok folks you can't make this up. I was explaining to a customer about cbc and I was getting the deer in the headlights look. So I stopped myself and told the customer red for cherries, green for limes, yellow for bananas, blue for berries and orange for tangerines and the feel for each. As we went though the comparion center she went through the 1st 4beds then when she got on the tempurpedic (rhapsody) she yelled (startled me) "FRUIT COCKTAIL" i found the bed I like. she purchased the celebrity and i got dessert!! got a spoon? lol
Tom Ryan store 2012

Weekly Discussion Topic

How do you transition your customers from the Comparison Center to their Comfort Cluster?

This step can be a difficult one if not carefully executed. What are some tips or techniques you use to successfully transition your customer from one area to the next?

To comment on this post, click the ' comments' link directly below this post.

Another great CBC experience

I had a couple come in the other day to our St. Augustine store. They said they were just looking around. I quickly explained CBC to them and gave them their space. They decided on their own that they liked orange. They walked over to the orange and narrowed their selection down to two beds. After a few minutes they decided which one they wanted. They came to the desk and pointed to the bed they wanted and said "We want that bed in a king set" They told me that they were really excited about their purchase and could not wait to sleep on their bed. They also mentioned how they liked that they could come in and pick out their bed without someone bothering them the whole time. It was great for them and for me! I love this new system! It makes so much sense. I was still there to answer a few of their questions but CBC allowed me to give them the space that they wanted.

Appointment Setting

After a few failed attempts to set an appointment to come in and experience Comfort by Color I was successful this morning. Customer called asking about same day delivery, I explained our red carpet delivery service and began talking about the sale and Comfort by Color (the exciting, simple, new way to shop for a bed). After getting some basic information I asked Kathy if she would like to set an appointment to come in and see one of our sleep experts, see said that would be great. After setting her appointment she was given detailed directions to the store. Kathy actually arrived late and I was with another customer, she apologized for being late. I excused myself from the desk and started Kathy on the Comparison Center. When Lance the other associate in the store was free he volunteered to help finish writing my ticket so I could work with my appointment who had been patiently waiting and having fun with the process. As I began working with Kathy the customers at the desk sensed a interior design sort of mentality and decided to ask questions concerning their master bedroom. After receiving some information on dimensions they nearly added another tempurpedic to their order but want to verify and should be calling back to add. Kathy made her purchase, multiple beds and is being delivered today. As she was leaving she was smiling and thanked me for making the process so easy for her and then apologized for being late again as she left.

Weekly Discussion Topic

Wow! It looks like some of you are really rollin' on the blog. I want to remind you all of a few key points that will help keep topics organized.
(1) Remember that the topic of conversation will be posted as a 'new post'
These topics will come from you DSS, corporate or the pilot market DMs
(2) If you would like to respond to a particular posted topic click on the 'comments' icon directly below that particular post.
You can respond here as many times as you like to as many topics as you like - remember to sign your name!
(3) If you have any questions about this blog, please email Clara at clara.stoeser@mattressfirm.com

This week we would like to hear from your customers. We asked for feedback before on this topic and it is great information. Ask your customers about the Comfort by Color experience and leave a comment explaining their experience.

Ever since CBC has been rolled out I have noticed a tremendous increase in clearance sales. Has anyone else noticed this? I think it is because customers feel more at ease when we explain our new process to them. I'm sure it also has to do with our awesome new clearance program. With both of these new programs being in place I can't wait to keep track of sales records in the near future!!!!! Good luck to all and CBC rules!!!!!!

Remember......Customers walk into the Mattress Firm but they buy from YOU!
Randy (Store Manager 1609 Regency)

Exciting and Fun

I must say that since comfort by color has rolled out, customers look less frustrated, confused and relieved by the time they leave. I had a 3 friends come in to the store looking for beds. I was able to take them all to the CbC comparison center and get them started. 2 of the friends were married and were just looking so they went off to try their color, orange. The other friend wanted to buy a red bed. We shortly found him a red bed for his guest bedroom. He did not stop there, because he tried the green in the CbC comparison center he wanted to find a green bed for himself. As all 3 friends were laying on an adjustable green getting a relaxing massage, one of the friends commented, " I did not realize that there was so much to beds. I have been educated so much and the new colors are so helpful." The customers were so excited repeating to each other what colors they were. They looked like they were having such a good time. I think that the CbC has put some fun and excitement back into the bedding industry. That makes me really excited to introduce CbC to everyone.

**Erica C.** Jax.

Consultation Success with CBC

I must admit that I've had difficulty introducing and feeling comfortable in the consultation part of the CBC process, but today I threw caution to the wind and went for it. Nick came in to purchase a new sleep set today. I greeted him promptly and explained to him the "new way" to buy a mattress. I explained the store to him and asked him "if he minded if I asked him some questions to help make the process easier." He said "sure no problem." I was a bit nervous asking the questions but did fairly well. As I was asking him the questions I realized "holy smokes" this guy is specialist. Bamn!! I went into specialist mode focusing everything on finding this guy a bed to help him with his lower back and hip issues. I thought to myself this is pretty cool. It does serve a purpose in the process. He went home with a Queen Cape Horn and paid for delivery and frame. He told me that he was nervous about coming in because he had never bought a new bed himself and thanked me for making the process easy.

I wanted to share my success story with everyone to prove to you that the consultation portion is very important in helping us identify with our customers but also separates us in the "sea of sameness" because we do care. Using the questions was a bit awkward at first, but it does work. Over the past 8 years I've sold beds to thousands of people and millions of dollars in merchandise so I understand your fear. Change on the floor can be difficult. BELIEVE ME I KNOW. If you are having trouble with the consultation part of the process, jump right in there and just do it. Yes, we old dogs, can learn new tricks. Good luck and yes CBC DOES ROCK!!!

Lance D. Elshere
Mattress Firm
Jacksonville Area Manager
(Office): 904-646-2699

Good Morning jacksonville

WE CAN BLOG!

Jacksonville CBC

Comfort by color has been a great experience for me so far. I have only been with the company for a month and the CBC roll out has helped out so much with learning the products we carry. Here are my stories as to how it has helped my customers:

A customer came in the other day and was "just looking" I explained the comparison center to them and then left them alone. They ended up with the "greens" and really liked the Celebrity. They came back the next day and bought it and also a value center bed for their kid.

A woman came in and needed four beds for each of her rooms in her houses. We determined that for her she was a green and the other three beds would be a red. In 15 minutes we had all four beds chosen and a $10,500 ticket. She said it was easy and convenient.

Today, A couple came in asking for a double sided pillow top. I explained that we don't make those anymore. They were confused and were going to skip the comparison center and just stick with the reds. I asked them to try all of the colors first and found out that all along they found the reds to be too soft. They are really an orange. Within 5 minutes they had chosen a king cape horn simmons because of the feel and the motion separation benefit. It was 1:30 when they left, they had delivery set for 3-6 today. They told me that the experience was easy and I left them with no reason to shop anywhere else.

This CBC has not only made it soooo much easier on me, but has also made it so much easier on the consumer! I am a new trainee who is still transitioning from the mind of a consumer to the mind of a sleep expert and I have one piece of advice to you all. If it feels like the CBC isn't any better than what we were previously doing it, from my consumer mind that I still have, IT IS! It is so easy and comfortable to go through. If you use it to your advantage, it will bring you happy customers, referrals, and money in your pocket! Good luck everyone!

~Kristin Haluch~ Jacksonville, Fl

Introducing Comfort by Color

CbC Rocks!!!
-Jason Goodman

It has been an exciting week, and we certainly appreciate your hard work and energy! It is time for the fun to begin as we evaluate results and your feedback on this NEW customer experience.

To begin, we would like to hear how you introduce Comfort by Color. We want to know what you say, when you say it and how your customers respond.

Feel free to interact with one another on the blog by responding to each others comments. This is a great way for us to communicate and really tweak this program!

To leave a comment, click on the comments icon directly below this post.

Thanks again!!!

Welcome!

Welcome to the Comfort By Color blog! The Comfort By Color program is truly exciting and unique! As the first markets to pilot the program, we are going to be asking for input from each of you. This blog is an easy tool for us to use to communicate with one another on this specific topic. We want to hear it all! Write to us about the good, the bad and the ugly:-) We will be prompting you with questions periodically as well.

To respond to a post, simply click on the 'comments' icon directly below the post you are responding to.

Thanks all and good luck!
Mattress Firm CBC Team