-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!!!
10 comments:
Stomach Sleepers love pillowtops...they are cutting edge!!!
-Jason Goodman
Raleigh
CBC is incredible!!! I had a couple come, and immediately say they were just looking. I said we have do not disturb cards right by the ads. It will make your decision very easy. They laughed and grabed one. 15 minutes later they asked me about the blue, personalized beds. 10 minutes after that they purchased an EU King. The main reason he said he even bought from me is that the way to shop here was made so easy, and I didn't crowd his personal space. He said he was in Matt Giant, and they totally bombarded him when he walked in. So off the bat they were defensive. The do not disturb card was a big part in the purchase, along with my decision to let the customer have control for a little bit. Once he asked me about the personalized beds, the customers were at ease, letting me guide them to a better nights sleep!
Eric Falletta
M16 J-Ville
Hi, Jason!
With an average score of 99% over the course of my last 4 in-store shops (which includes 3/4 100% shops), my first course of action was to come up with a new Comfort by Color S.C.O.R.E. - based presentation which I feel will ensure successful scores using the new Comfort by Color S.C.O.R.E. form. This is just a general outline - I will elaborate in greater detail in a moment. I feel confident that this general outline will ensure I hit all the required components of the shop as well as provide me with a super base from which to build rapport and a wonderful customer experience. First, here's Marianne's new Color by Comfort by Color S.C.O.R.E. General Presentation:
INTRODUCTION
"Welcome to Mattress Firm Where Sleep is made easy! You’ve come at a great time because our Semi-annual sale is going on, we have all the best brands at all the best prices!"
"Here at Mattress Firm we’ve developed an easy “new way” to buy a mattress, called
Comfort by Color".
Use store-wide ad to illustrate how to shop for a mattress in the store:
"Comfort by Color was designed to simplify the mattress-selection process, and features a comparison center with all 5 styles of bedding offered in our industry today. Each type is color coded. First you find your comfort, and then you follow your color to find the best bed for you".
CONSULTATION
"Before we begin, would it be OK if I ask you a few questions so I can understand your needs better?" (Actively listen while they share, ask questions to determine needs).
COMPARISON CENTER
"Now I’d like to introduce you to our “Comparison Center,” it’s “the easiest place to save time and narrow down your selection”.
"The beds in our Comparison center represent the 5 styles of mattress comfort offered by our industry today. Here you can “compare the best brands side-by-side before you decide”.
Introduce and briefly explain the differences between each style/color of comfort
Determine Comfort Color
SELECTION
"Now that we’ve determined your comfort color, do you understand how to follow your color to other beds you may also like?"
Connect the mattresses they consider to their sleep needs
Present Mattress Firm “Exclusive” product features (silk/wool, cashmere, Allercare, Firm Edge, etc.)
SOLUTION
Help them narrow down choices to one
Then ask if they would like to purchase it
Understand and overcome any objections
Provide a meaningful reason to buy today
Look forward to more detail about the selling process, and things you could say to customers to ensure a successful experience in my next blog entry!
Marianne Geiger
Store Manager
Mattress Firm, Kenwood 2015
Cincinnati
Here's a Comfort by Color Success Story which occurred at my store:
Marianne Geiger
Comfort by Color Sales Experience
I enjoyed a great experience using Comfort by Color to assist a couple shopping for a bed the other day.
Introduction
Dave and Kathy were initially impressed by the simplicity of the new Comfort by Color concept. They were definitely feeling curious about the new way to shop for a mattress.
They did not seem at ease or comfortable upon entering the store, but I quickly broke down that barrier and established rapport. The Comfort by Color concept coupled with the strong visual reinforcement in the store strongly helped to their shift their mood from wary to comfortable.
The Consultation
The consultation phase was very helpful to me to determine Dave and Kathy’s needs. The flow of the sale seemed to indicate to me that it would be more effective with this couple to incorporate the consultation questions conversationally. I asked them the questions in an informal manner which put them at ease, and made them feel trusting and confident. Kathy initially responded that she is able to sleep anywhere, and that her primary concern was that Dave, a Specialist with back issues and a shoulder injury, would be comfortable. However, the survey also uncovered that although Kathy initially felt that she could sleep anywhere, she actually has some shoulder pain that bothers her as she sleeps on her side. The couple was also very quality conscious, and interested in name brands. We focused on finding a high-quality solution to Dave’s his sleep quality issues, while also asking Kathy for feedback about her shoulder. (I think this couple might have once been investors before they began to experience pain and sleep quality issues; now their concern about their sleep quality would probably put them more into the category of Specialists – especially Dave). The consultation process left Dave and Kathy feeling empowered because they realized that we were focusing on their needs, and on finding the right solution for them.
The Comparison Center
Dave and Kathy appreciated that Mattress Firm incorporated all 5 of the comfort types available in our industry today for them to try side by side in a stress-free manner and were willing and eager to narrow down the selection. They quickly determined that their color is green! This further reinforced their confidence in choosing a bed from our selection of Contoured, “green” beds. Dave enjoyed the way the Tempurpedic Advanced Ergo System relieved additional pressure on his back, and felt that it would be an additional bonus to have a mattress with that capability for maybe a couple years down the road; neither of them was interested in the lifestyle enhancements or massage feature. They determined they were not interested in the option for the current purchase, however. I asked Dave if he would like to go with the Rhapsody bed, or to look at some other beds in the same comfort category. He was interested in doing some comparison.
The Selection
I introduced Dave and Kathy to the Grand Bed, The Reflection Bay, the Allura and the Celebrity. They quickly eliminated the Celebrity based on the feel, and in Dave’s interest in the advanced technology of the new Tempur HD. They expressed no interest in looking at less expensive beds, so I did not suggest they try any. Then Dave and Kathy narrowed the selection to three beds: the Rhapsody, the Reflection Bay and the Grand Bed. At this point my attention was called to the telephone, but by now they felt at-ease and in-control enough to do some independent bed-testing, so I recommended they really relax on the beds to determine which would be the best comfort fit for them. After some testing Dave determined that he is most comfortable on the Rhapsody, and Kathy agreed that she felt great sleeping on her side on either the Rhapsody or the Reflection Bay, so she would be comfortable with either. They were really excited that they had found a great-quality bed that would solve Dave’s sleep-quality issues.
Of course at this point I attempted to close them, again, but Dave and Kathy had a serious concern which they felt they could not make a snap decision about – the choice of king or queen size. The have been sleeping on a queen size, and their bedroom is not large. They wished to upgrade to the king, but the size consideration was so serious that they would actually have to remove some of the furniture from the bedroom if it would be possible at all. I offered them an in-store coupon I have created to help close customers on Tempurpedic, but clearly it was not an issue of trust or price – it was a legitimate concern which they needed to address. At this point Dave assured me that there was no doubt in his mind that he would make the purchase from me here at Mattress Firm. I offered to honor the coupon through the weekend and they left. A couple days later Kathy returned to finalize the purchase in the king size. She also took the time to express her thanks and confidence that they were making the right decision in buying from me her at Mattress Firm; she said that Dave is a “really tough cookie,” and I had really instilled complete confidence in him. They felt great about their purchase and took same day delivery.
Marianne Geiger
Store Manager
Mattress Firm, Kenwood 2015
Great to hear Eric! What other success stories are out there?
Thanks!
Seth Washinowski
The new CBC is going GREAT. The customers love it and are showing more and more enthusiasm as well as having more "fun" shopping than they did before CBC. We have received so many compliments on the new look and the customers continue to express how much easier it is to find their perfect comfort level by choosing their color from the Comparison Center. Also, the new name, "Comparison Center" is much more appealing to the customers than the former "Comfort Test Area." They still look to us for assistance when narrowing it down and I have yet to have a customer who preferred to use the "Do not disturb" side of the CBC shopping guide. They enjoy discussing their comfort needs with me and asking professional advice. They also seem to be letting down those "fear of shopping" barriers so great rapport is much easier. They laugh more with us and really seem to be enjoying the "Experience" of shopping for their perfect comfort level. This really opens up the door for customers with more confidence and more trust, which equals more sales $$$ for Mattress Firm.
Lastly, WE are proud of our beautiful showrooms. The POP, graphics and excellent collection of beds makes selling a pleasure. We spend half of our time here in the stores and surrounding us with a beautiful place to work and providing us with the best products on the market with so many sales tools is awesome!
CARPE' DIEM - SEIZE THE DAY!
Judy "Savannah" Owens
Manager, "The Avenues 1604"
Ph: (904) 262-1118
Fax: (904) 262-1190
All -
Make sure you are really focusing on the Target Emotions, they will help your presentations be more personalized!
Introduction –
Comfortable
Curious / Interested
Less Defensive
Consultation –
Confident
Empowered
Trusting
Comparison Center –
Willing
Eager
Stress Free
Selection –
At ease
In-control
Excited
Solution –
Ready
Relieved
Relaxed
Jason Goodman
Judy makes a great point, if we are excited about our "New way to shop" then that excitement will be transfered to our customers. Everyone of you represents the Mattress Firm Brand and it is through you that this brand will come to life!
Thanks for your energy and excitement!
Seth
CBC is wonderful. I have found that customers are actually looking at the ad and showing more interest in it. I have had customers use the ad to navigate around the showroom. I have also had customers specifically ask to take home the ad b/c it explains the beds. I think that the CBC storewide ad is a great navigational tool.
--Erica Cook :-) Jacksonville
CBC is a great experience for customers in Cincinnati. By simply explaining and showing the ease to the customers it has taken away some of those evil looks some customers like to give when they don't believe you. I know that we have only been doing CBC for a short time and that we have a lot of perfection and training yet to do, but I can already see more trust in the customers at earlier stages. It is exciting for me to see that not all customers are looking at me as a used car salesman.
Justin Laux
MOD Cincinnati
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