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?
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42 comments:
Hello fellow Mattress Firmians! What works well for me is congratulating the customer for being their color. At that point, I often point out they now can ignore the four other colors. As their "tour guide" I now lead the way to their cluster, reviewing some of the info from the consultation on the way.
Troy-KC
Right on T-Roy! Along with that, I usually say, "That's awesome!" or as the late Washinowski would say, "Fantastic!" I then reaffirm them on their choice of color and let them know how easy they have made on themselves. I inform them that we can see some of the latest and greatest in sleep and always ASK them if they are interested in seeing it. I either get my first objection or YES out of them. It also hints to whether they are a specialist/haven seeker or replenisher. A win win situation!!
-Jon Kokesh, KC
After I posted my comment yesterday, I spoke with Captain Krueger. We both agreed there are certain beds in Red, for example, that a customer could view as a firmer(an orangish red) PT. This is true for the other colors as well. I think it is a wonderful ideal to identify which beds are kind of in the "grey area" as far as unique feel is concerned. Then we can keep those in our back pockets to help close the indecisive, more-difficult customers. However, I would only bring the "grey area" up if need be. We don't want to confuse the crud out of anybody. TTFN.
Troy
I will concur with my counterparts up in the great city of Kansas City. I use the ad in a similar way to congratulate and reaffirm their decision.
My transition statement from that point is something that will set up what the rest of the presentation will look like.
I generally say we are going to start at the best one in "your color" and work our way down from there. That way the customer will just assume that is our process, which it is. From there I just set up the features to the needs that I discovered in the consultation portion.
Generally if you are forth right with the customer and transparent in your presentation, you will be amazed at how receptive our customers will be. By setting the expectation that they WILL be trying the best first, they won't get defensive. If they don't want to start there, they will let you know.
-Singley in Raleigh
This is all good stuff!!! If the customer seems like he or she does not really want my help then I will take them to the best and tell them to start here. I will also tell them to lay on the beds in their color and as they find ones that they like to turn the pillow so they can narrow down their decision.
Jeff a.k.a. Smithz-Raleigh
Right on Smithz! I use the same process to help customers remember what beds they did and did not like. I really liked the comment about knowing which of the beds in the different comfort clusters are in a grey area so if you have a customer that is in between we can still help them eliminate some options right away and lessen the confusion that they might feel if they can't decide on a specific color in the Comparison Center.
A way that I have found to transition people from the Comparison Center is to ask what they liked the most about the bed in the comparison center and if they could change one thing to make it better what would it be. Based on their response it gives you an idea as their tour guide where to leasd them to cater to those specific needs.
Also incorporate the Sleep Survey responses into why you are suggesting what bed they should try next. Something along the lines of saying that this is the best Sealy Red bed we have and it will help to eliviate the lower back pain you are experiencing that we talked about just a couple of minutes ago.
Great stuff one and all!!! Let's keep it coming!
Hartley - Raleigh
Hello to all our cbc markets. I was reading through the blogs and getting some great advice from fellow cbc markets. I really like the idea of turning over the pillows to narrow down the selection of beds. Thanks to
Jeff a.k.a. Smithz-Raleigh
Elly a.k.a. Georiga Peach-Jax, Fl
I use the "turn the pillow" trick as well, as long as there are not multiple customers in the cluster. And as Singley said using the SWA to congradulate and show how they have made a decision to eliminate X amount of beds by marking out with a sharpie what beds they do not need to look at. Using a prior suggestion here in Raleigh (E), using the "good, better, best" scenerio according to their answers from the consultation works really well too. You usually find that the average customer will go with atleast the better bed you suggest. Good tips guys! I shall return!
"Ears" - Raleigh
After they pick their color and we celebrate, I then take the storwede ad and show them that they have only one section of the floor to look at and explain how the savings works. Then I start at the top of the line and I ask would they go frimmer or softer.
Nicole-Raleigh
Hellooooooo fellow CBC'ers. Sure like the comments you all are leaving on the blog. C'mon Cincy folks, where ya'll at! Anyway, I try just about what the rest of you have posted about going from the comparison center onto the selection process.(after, of course trying a soft close on perhaps that dual king adjustable Rhapsody or Sleep Number EU3 set! ok, some call it moveable base, etc.Wouldnt you just LOVE sleeping on this set TONIGHT!)And of course, making sure to discuss our Mattress Firm EXCLUSIVE product features.
Keep it coming!
Gary C-Cincinnati
I like to tell customers, "Great, you are a red. We have found your comfort now let's follow your color." "We need to find your perfect red. All these beds have slightly different shades of red. Let's find the one you like best."
Lance Elshere
aka "Leprechaun"
WOOOOHOOOO!!!!! AWESOME POSTS!!!!! I DIG IT!!!!!!!!! YEAHHHHH!!!!!!!
I love the storewide ad in the comparison center, I like congratulating the customer and then crossing off the other colors in the ad talking about eliminating 80% of the beds in our store! Then using the survey to narrow them down to a good better best in their color to further eliminate confusion and narrow down their selection!
AWESOME!
GREAT!
SUPER!
Don Sunshine- Raleigh
Whats up everybody! I like all of the ideas so far. Sometimes after the comparison center I will take them to a Simmons and explain the diferences between Simmons and Sealy so they can find the best option.
B-Sure Ralhamill
Hey all! After my customer chooses the bed that feels the best for them, I congratulate them something along the lines of “GREAT you’re a yellow!” then I close them “well this is actually the most popular yellow we have, that’s why its in the comparison center would you like to go ahead and get this one?” not because I expect them to buy that particular bed but because I want to reiterate how easy it is to shop for a mattress at mattress firm. Once I close them I typically get a response like “well this is the first bed I have tried”, I laugh it off and then I take them to the highest priced bed in that cluster telling them that this is the best bed in the color that they chose, and tell them to start with it. On a side note: my store is set up so that the first bed that they come to in any comfort cluster from the comparison center is the most expensive bed in that group.
Lambert-Raleigh
Lots of great thoughts here...
I try to follow the advice of Don Sunshine, narrowing them down in the comparison center with the sleep survey, and then present them with a "good, better, best" option. This method seems to flow incredibly well with the CBC method, making it even easier for the customer.
~Courtney, Raleigh
What's up guys,
Personally I think the transition is self-explanatory. If CBC is explained right in the introduction after the customer finds there color they already know the next step. So a lot of the time the customer will begin to walk toward there cluster without being directed.
~UCONN -Raleigh~
Depending on the customer and whether or not they want my help after they find their color in the comparison center I do something similar and start them on the best and just let them try everything for themselves (that is if they really dont want to talk to me) or I try and use the sleep survey so I can narrow down their options even more to make it even easier.
-Naomi, Raleigh
Being fairly new here, I love hearing what everyone else is doing. There are some great ideas out there and I can't wait to try them out!!!!
-Autumn, Raleigh
I am a big fan of the puppy dog close in the comparison center. Watch the customer and try to see their reactions. If you notice the customer laying on certain color a little longer then the others, ask if they want to take it home. If the customer still wants to try out a few more beds I like to show them a Simmons. This way they they can get a comparison of the two. A great way to tell if someone is interested in the bed watch their feet. If the person starts with their ankles crossed then uncrosses them, you are off to good start. The more the people point their feet out the more comfortable they are with the bed.
Jerm in Raleigh
How do you use the info on what they're doing with their feet, Jerm? Do you point it out to the customer and interpret it for them, or just use it as ammunition?
After the comparison center, I give them two options: try the beds in their color and pick their favorite by themselves, or have me narrow it down to a good/better/best scenario based on the sleep survey
The Doc (is in) Raleigh
What if people worry about narrowing it down to quickly?
I like to talk a lil more about color hybrids - they narrowed it down to one (or two colors) they like... then I tell them that based on some of their answers to questions I was asking them while they were in our comparison center that I'd like to show them some of the beds within that color that specifically were made for people with the issues they described.
I also mention, for example, that some beds are "color hybrids" - rainbow beds. Beds outside of their comfort cluster that also might appeal to them, and if they can't find what they like within their comfort color, I can make a suggestion or two for them. This sometimes helps some people who may get worried that they're eliminating too many beds too quickly.
For example a great "rainbow bed" is the Gracehill Sealy TrueForm bed. This foam bed is so marshmallowy soft that it appeals to people who chose red in the comparison center as well as those that chose green. I usually make this recommendation if someone is really interested in the Gladstone comfort, but has expressed an interest in higher end beds.
GraceHill
Ben Edler
Store 2014
Cincinnati
There are several great points here...I love it! After we celebrate the fact that they have just made their selection process 80% easier w/ CBC, I love to show the storewide ad to reflect the savings. It begins to build urgency from the outset. We can guarantee the pricing all through the summer selling season (90 day low price guarantee). BUY NOW SO YOU CAN ENJOY YOUR JULY 4TH HOLIDAY!
Happy Selling!
Derek in Raleigh...Kings3
Lots of great comments already. One thing I have used a couple times specially when the customer doesn't LOVE the bed they chose is give the congratulations let them know that they have already completed the hardest part and now that the rest is all about THIER personalization. You chose green, great now find YOUR favorite green, just because your a green doesnt mean you will like the same one as everyone else so find YOUR perfect shade of green. This is great for use with the select comfort beds since these are adjustable, now that your blue lets find each of your perfect shades of blue. Hopefully this helps someone close a deal down the road.
Shane-KC
Once a customer has selected their comfort color, I usually congratulate the customer on selected their color and let them know that they have effectively eliminated 80% of the store! It also helps to physically mark off the other colors, which allows them to solely focus on their comfort cluster. From there, I usually invite the customer to take the sleep consulation and I offer to help the customer narrow down the selection with a good, better, best option or they are more than welcome to find their comfort cluster and work their way down. If a customer needs space, Smithz has a great idea: tell the customer to turn the pillow sideways on the beds they like. That way, they will have an easy way to remember their favorites and it will help eliminate confusion! Hope this help!
Michael "The Godfather" Lakis - Raleigh (1303)
After my customer finds their color I will usually try a puppy dog close on the comfort they liked and if they're not ready to buy; like you all I congratulate them on choosing their color and procede to the best bed we have in that color.
JOE RALEIGH
I usually go with the "Good, Better, Best" scenario. By the time we are leaving the comparison center, we have usually completed the sleep survey, and based on their needs, I suggest 3 beds, starting with the best. I've noticed that many times they don't even feel the need to try the other beds in their comfort zone, which is a big time-saver, especially with the Reds.
Addison-Raleigh
What works well for me is after they pick their color, tell them congrats!!! then I say, now the hardest part is over and we can do one of two things, you can try every bed out in that color or I can ask you a few questions with a sleep survey I have then make it even easier for you by giving you a line up of whats gonna be GOOD-BETTER-BEST for YOU, how does that sound???? easy way to get your guests to loosen up and earn their trust.
Jonny Boss~ Raleigh, NC
Personally, after reading everyone else's wonderful comments, I have absolutely nothing original to add!! I love the idea of turning the pillows Mr. Smitherman :)
After Mr. Customer makes his selection in the comparison center, I too congratulate them, puppy dog close (mostly in an attempt for a chuckle) and then use the storewide ad to illustrate selection and how many beds they have already eliminated! Then go to the top 'o line bed in their color!
Jenny ~ Raleighwood
After we have narrowed down the customers color, I will congratulate them for finding their color. Then I will mark out all the other color options in the storewide ad, and puppy dog close them. If they say they want to look at the other options in their color cluster, I will encourage that choice and then direct them towards the best bed in their color cluster.
Lyra-Raleigh
Wow this is very impressive. There are lots of great ideas out there. Not to piggy back of off anyone but the transition is always smoother if I congratulate my customer on finding his or her color. It keeps them excited about the process of CBC. Now the customer is eager and willing so starting high is not a problem.
Deldrick McCall
Raleigh
I think the only new thing I can add at this point is that after a customer pickes their color I use the SWA to introduce their comfort cluster as well as the starting price for the size set they are looking for. This builds confidence in our low prices, and customers usually give you an idea of what price range they are looking for.
Melinda - Raleigh
Color by comfort has made the confusion part of buying a mattress less confusing, making the customer feel they trust the salesperson delivering the experience. I have had a customer come in looked over at the comparision center and see the "Yellow" firm bed and told me she is a yellow and she wanted to look at them. Now how powerful is that? Having a customer knowing within a few minutes where to focus on.....AMAZING!
KC MARKET
SCD
Hey Everyone!
The trasition should be relatively easy now that you have seemingly reduced their selction by 4/5! Just remain excited, transfer some enthusiasim and reassure the customer that the color they chose is a great choice...(based on what they have told you about their problems.....) As their "tour guide" point them in the right direction....using the storewide ad of course. (written word is always more trustworthy to the customer) And then the customer is on his/her way to finding the right solution!
Uhh,
Amy Jo James
Kansas City
After we have found their comfort I tell them congratulations. Then I like to puppy dog close them. If they say no, I say cool...well lets start choosing some beds in your color cluster.
Meg-to-the-han, Raleigh!
I congratulate them on there choice and then I take them to the most expensive bed in their color. I explain to them that everybody deserves to see the best because it's not everyday you go into a mattress store.
Tobey-Raleigh
I congratulate the customer on their color selection, and tell them that they have just eliminated, two thirds of the beds in the showroom. After that, I circle that particular mattress in the in store ad, show them the savings, with the current sale that is in progress, and ask them, if they would like to go ahead and get it delivered today. If no, I circle the best and the good mattress, in that color selection, and guide them to those mattresses.
T.Coley
Store 1607
Once someone has chosen their color, I usually say "Now that you have chosen your color you have the ability to go test out the rest of the (insert color) or if you like this one as much as you say you do then you can go with this one." And then I get as quiet as possible to see their response and body language. Its fun to see thier expression and it gets to think about whether or not to go ahead snd buy the one they were laying on in the comparison center.
Cash
After the customer chooses their color I congratulate them on their selection. I then say, "If you let me be your TOUR GUIDE, I will show you the beds that will best fit your sleep needs in your chosen color."
Wes-KC
I learned a few little tricks from our boy Daniel here in KC. Circles, stars and x's. I congratulate the customer on their color and then use the swa to circle the bed they had just laid on. I then circle 2 or 3 more within the color selection...always starting with the top. I point out if they liked the orange or red, then they should definitely try the rosalyn/edaline (depending on color). This gets them on the top of the line but it also allows for them to feel the difference between Sealy & Simmons. It's usually pretty easy....I then just cross off what they don't like and circle/star their most favorite until they narrow down the selection. Thanks Daniel for the idea :)
Denise - KC
Hey Guys and Gals!!!
Lots of great ideas and info here!
The transistion for me REALLY works, with the AD. I use a thick Sharpie to cross out or circle what the customer has disliked or liked. This narrows down the load even further for them. Then, I use the "Good, Better, Best" mattress selection. It works wonders and really helps the customer with the legitamcy of price and quality.
Hope this helps!
Good Luck!
~ Rachel, KC
Believe it or not, at this point in the process, I have had surprisingly good results using the puppy dog close. I have actually even closed one sale in excess of $5,000 at precisely this moment of the sale. As soon as the customer is able to definitively identify thier color, I congratualate them on their choice, and follow with, (smiling) would you like to take THIS ONE home, or would you prefer to explore other beds which will give you the same advantages? If they came in prepared to experience a more involved process in which they consider several beds, they laugh at the funny joke, and I reccomemd some more beds for them to try based on their personal needs and preferences. But every now and then a customer will simply say, "wrap it up, it's going home with me!" And you just can't argue with THAT! LOL :)
Marianne Geiger
Cincinnati Blue Team Leader
Oh, yes - a few other things I might add:
1. The pillow turning is a great idea - but I have been using that technique in a slightly different way. When faced with multiple "ups" on a busy day, after the customer has identified their color and stated that they would like to sample from their color group, I will ask their permission to go greet the other guest, but before I leave them alone to self-shop for a few minutes, I will give them a quick "tour" of their color group, using a short statement about the primary potential benefit of several beds according to their needs, which we have already discussed by now. As I do so, I turn the pillow so they will be sure to remember to try it. From now on, I will add in having the customer also turn the ones which work especially well for them... that's a great idea!
I have long been using the technique of crossing out the beds which aren't right, cirlcing the ones which are, and putting a big star on "the one" that's best for them. Now with the addition of CBC, that is even easier, since I can easily cross out an entire comfort cluster at a time. And the end result looks much less confusing to the customer.
To transition from the Comparison Center and encourage the customer to try the "Top of the Line" at the same time, I must admit I use a variety of strategies. The Good, Better, Best strategy works well for many. Basically, I gear my tactic to the customer. An "investor" type will naturally be very interested in the best, so there is little reason to make excuses when working with one to show it to them. Likewise, a specialist will be interested in the bed which will be most beneficial in resolving his or her sleep quality concerns, so for this customer I would present the "best" bed as the one which most fully addresses their special need. Similarly, a Haven Seeker will want the one which offers the most comfort... what's important is to illustrate how the bed offers the best solution to their stated need. I like the Good, Better, Best scenario quite a lot when working with an obvious Replenisher. For this customer, I try to use beds more separated from each other in price point, so they have significant choices... Sometimes I will shy away from using a Good, Better, Best scenario when I don't feel that we have a clear understanding of what they want yet. I don't want to make the customer feel that if they do select a different one, that it would be an inferior choice... no matter which bed they buy, I want to make them feel good about thier selection.
But I also use a few zingers to get some more reluctant customers to try beds out of their price comfort zone and to get them to try the "best" when they normally would not opt to do so. One strategy which has helped me to overcome this fear is to smile, shrug, and say, "Hey, this is exactly where you can try a bed like that like that without a commitment!" Or the classic, "Try it JUST FOR FUN!"
This one has worked for me in many scenarios... they have just told you they like X bed in the Comparison Center the best... You congratulate them on their choice of colors, and then follow with, "If you like THAT one, you've GOT to try this one over here... by the time you walk them to the Uber bed their curiosity is killing them.... TRY IT!
Marianne Geiger
Cincinnati Blue Angels Team Leader
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