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
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33 comments:
I don't think it IS important to show ALL 5 every time!
However I do encourage it. I explain, "This is where you can try it, even if it isn't for you." I also tell them that if they don't try one of the colors, there's a chance that they could be eliminating something they may actually really like - "just like with foods you've never tried," I say. Most will. Some may respond, "No, I already know that I really hate hard beds... etc.
And you know what? THAT'S OK!!! Some don't, and we find the right bed for them, anyway!
Marianne Geiger
Cincinnati Blue Team Leader
I agree with Marianne to an extent. If a customer comes in not wanting to try one of or some of the technologies I will not encourage them too strongly to try them and/or to explain it to them.
Apart from a case like this, I do believe that it is important to explain and encourage all technologies if the customer allows it. Explaining all of the technologies helps to eliminate the myths that some of these technologies have acquired. Also, like Marianne wrote, sleep technologies are like foods because you will never know if you don't try it.
The Smithz-Raleigh
generalizing the feel verus getting too specific is good. you could lose the customer in tech talk before you get to the one 'they' like. The customer feels they made the choice, rather that us steering them. however, once they made their choice and found the bed they like, tech it and give it all the value you can.
Tom Ryan 2012 sm
Every so often you will have someone compare buying a bed to buying a car especially the ones that are laying on the Greeen or Blue beds. There is always a little laugh, but this got me thinking. No one goes into a car dealership and just picks a car wihthout knowing what amenities they are getting with the car. The same thing is applied when talking about the beds. Some people may come in and state clearly what they want in a bed and i'll be happy to ring it up for them but I still give them a tour without them really knowing it. Just so they know they are making the right decision with all the facts right in front of them.
Cash
KC
Giving a brief explanation of the technologies as they experience the comparison center helps open a few sections of your upcoming presentation. First it allows the customer to know that you are going to walk them through the process and explain things....it sets the tone that you are the sleep expert. Secondly, it informs them that there are three different 'technologies', b/c some people have no idea! Finally, it is a way to introduce (as simple as it may seem) that some beds are going to be much better than others in the grand scheme, and that by inviting them to try all of them, it shows we're geared towards finding the best one for THEM, not necessarily selling them the most expensive bed. Hopefully explaining these technologies brings about those target emotions, comfortable, curious, and not defensive!!
oops I forgot to sign it....the previous comment is from me!! (Jenny - Raleigh)
I had already been using the red and yellow make orange comparison but had not thought about the blue and yellow make green combination that is awesome. I'm going to try using that in my next presentation.
On the other hand I think that we need to explain the different technologies because even though we see these beds everyday not everyone else does. Many people that come into our stores don't realize how many different technologies and what they all mean. How many of us would fully understand tempur or sleep number if we did not work here. Remember to keep that in mind when discussing with customers. We want to make sure we are talking to them not, not at them or above them. Doing so will immediately cause her to turn a deaf ear to anything else that we have to say.
I've had a few customers that understand the product better when you relate it to something that they already understand. It doesn't make it seem quite as imposing or scary in the end.
Good Luck one and all!!!
Matt Hartley-Raleigh
If they don't try all the different comforts (colors), it's like going to a restaurant and only getting to see half the menu. Even though you may not order something, it is there for you to look and and determine that you dont like it. Customers making decisions. Something else to remember is when a customer says, "oh i dont want a tempurpedic" ask them why or what have they heard. Sometimes its a friend or family member putting that bug in their ear. I always say if I get that objection to try it anyway because everybody has different taste and preference. Sometimes you will find that those customers that have those preconceived notions actually love the tempurs or sleep numbers. Everybody's different!
Ears - Rawley
We concur with "Ears". It is important to show all 5. If you don't show all 5, you are doing your customer an injustice. It's not easy to buy a mattress, and its even harder when you don't know what's out there. Bottom line: let the customer choose what to try, don't rule anything out without their permission.
Your Welcome,
Amy Jo James
Greg Finn
Robert Gagliardi
Steven Burdge
I think explainging the technologies help trigger the relax and curious emotions. To be honest i read the CBC headboards as i'm explaining. For an example Form (yellow) is going to be a firm surface. Plush (orange) is going to have the same support as the firm but more surface give. Pillowtop (red) is going to have a deep down support and the most surface give. Contoured (green) is going to be a totally different feel will conform and relieve pressure points. Personalized (blue) is going to give you the ability to change your support and give you what you want when you want it.
~James - UCONN- Raleigh
Hoody hooooo MFers!!!! I always make sure to introduce the Greens and Blues to everyone, so I'm not doing a disservice to the customers. I of course use the JGood hand trick on the Greens(which is pressing your hand on the tempur and then saying "see how that contours to your hand, that's going to do that to your whole body!). I also usually mention that the Greens are going to customize to you and the Blues you can customize yourself. This gives the customers an idea of what is available to them and then can choose their favorite color.
Meg to the han, Raleighhood
I think it's important because it raises ticket average. If the customer never sees a bed over $1400-$1500, and people tend to buy in the middle, then, if we never show them a higher priced bed (i.e. personalized and contoured), our ticket average is going to be lower than if we show them some $3000-$4000 beds, and then they buy in the middle of that range. Would you rather have a ticket in the range of $248-$1299 or a ticket in the range of $248-$6499?
~Addison
I think it is important to explain the differences in the technologies because it helps the customer understand what they are looking at and gives them confidence that they can make the right decision when they make the purchase.
Lyra Byra - Raleigh :)
I believe it is always important to mention all five technologies to every customer. They will dicatate whether they want to see them all or not, but I live by the old adage, "you can't sell it if you don't show it."
Lance Elshere
I think it is very important to show each customer ALL 5 FEELS in the comparison center because it is a way to build trust! If the customer feels like we are being very informative and showing them ALL of the their options, they will surely trust us more than if we didn't. I do think it is very important not to SELL the products in the comparison center, because that will reduce trust (especially when explaining the green and blue feels). I have seen more success selling green and blue when I just explain how the technology works rather than attempting to sell the product during my CC presentation!
Here a couple tips that work well when explaining the green and blue feels:
Green - "It is firm where you need it, yet soft where you want it." (literally written on the POP)
Blue - "The personalized allows you to adjust the comfort and firmness any time you want!"
Hope this helps and happy selling!!
~ Michael Lakis
I think it is important to at least explain all 5 every time. Most people that haven't purchased a mattress recently think that "a mattress is just a mattress" and often have misconceptions about the newer types. By explaining what they are and at least asking them to try them, we are ensuring that they get what they really need and a better overall experience.
Autumn-Raleigh
I have to agree with Autumn. A lot of people have misconceptions about mattresses...Tempurpedic and Sleep # specificaly. Mostly because of what Tempur and Sleep# say about one another in an effort to get an edge. We are fortunate enough to carry both and it is our job to educate. I have found that many people will not give one or both a fair chance simply because of something they heard. I have found success by starting the explanations by saying - "despite what you may have heard...".
Our biggest opportunity, in my opinion, is to find a consistently effective way of having our customers enthusiasticaly test Tempur and Sleep # after testing a traditional spring (at a much lower cost). In many ways, this will come from our enthusiasm for these products but technique is important.
Hope this encourages some thought!
Derek - Kings3
Raleigh
Hey all! I think it’s important because it differentiates us from our competition. Some stores may have sleep numbers, some stores may have tempurpedic, but no store except mattress firm has them all. I think that it is important to express this to our customers and let them know that our comparison center shows them a sample of every style of mattress available and that this is the only place that you can try every feel before you decide on which bed is right for you! I know that its written on the comparison center signage, but I really like to explain the beds by what the signage says about each bed... yellow-supportive with a firm surface, orange-supportive with a cushion surface, Red- deep down support with an additional cushion top, Green- pressure relieving support, and Blue- you adjust the comfort and firmness. I think that explaining the beds this way builds creditability with our customers by matching the message that they read with the message they hear. I try not to overload the customer with information in the comparison center. Best of luck and good selling!
MR.L – Raleigh Mkt
The five bed comparison center is what sets us apart from everyone else. By showing the customers all the technologies that we offer,we can put the customers mind at ease. We offer products that can cater to everyone's specific needs.
Jeremy Raleigh
It is important to explain all 5 technologies in the comparison center because it is our job to educate our guests on support and durability and let them choose what comfort feels perfect for them. By educating our guests on the difference in the colors and letting them feel for themselves, one it saves them time, two it ensures their success in buying a new mattress, and three they might find out that a different feel is actually better for them than what they may have thought before coming in, so when they leave here they have trust in knowing that they have choose the best mattress and that is what takes us to the BLUE OCEAN.
~Jonny Boss Raleigh
It is important to present all 5 technologies because if you don't then you are selling yourself and the customer short. As someone prevously stated, most customers have not shopped for mattresses in a very long time so they don't know whats available these days. They don't have to try them but at least they know there are more options that could help benefit their needs better.
- Naomi, Raleigh
It is very important to show all 5 technologies and explain them, becuase not only will that set us us apart from other Mattress companies it will also provide our customers with the confidence to select the right comfort early on in the buying process.
JOE RALEIGH
I think it important to explain the differences in the technologies so that the customer can understand that there are differences, and so that they can find the right feel for them. I also feel that every customer should be shown them all. Because if we don't "show and tell" we are not giving them the best experience and we are not changing the way they feel about shopping for a mattress.
Nicole Miller-Raleigh
I feel like if we explain the technologies early the proces
s will be easier. If you dont explain the customer want have a clear ideal of whats going on with the new and improve mattresses.
1304 Tobey
these are all great ideas
-Elisha and Al yeah we read it and discussed it!
I think that it is definitely important to introduce and explain all 5 technologies because in the beginning, you really don't know a whole lot about the customer. You may just be dealing with a first time buyer and they have been confused at other places. I know that when I am shopping for something for the first time, I like to get a general idea of all the possibilities that are out there for me, and I'm sure that a lot of our customers feel the same way. Unfortunately not every customer is going to try them all, whether they heard something bad about the product or they've tried that style of bed somewhere else and didn't like it. All we can do is show them all their options and let them decide which they like the best.
Doc - Raleigh
If you don't show it you won't sell it. I know a lot of times I get a price objection when encouraging people to try the green and the blue, so I just learned something about the customer. I then try our "Just for fun" friend. I say how often do you shop for a mattress? You might as well try the best just for fun while you are here. It's also a way to introduce financing to see if they are will to consider a bed outside their original price range. Just use the financing in a smart manner.
I agree with what everyone else said about helping the customer, but since those responses were already taken I thought I would give a different view.
Melinda ~ Raleigh
i like the idea of blending the colors! very creative. i think it will be better for the visual learners (like myself).
awkward love
deanna
now at last willie randolph has been fired,now maybe the mets can win a game. gk
I had a customer come in the other day and we talked about each one of the 5 colors and what they meant. She started asking me questions about the differences between the beds and wanted specifics. As I was answering her questions, she had a somewhat dumb founded look yet intrigue in her eyes.... I asked her if I was going to fast or she wanted me to go over something and she responded, "You are the most knowledgable sales person I have ever met...I'm going to buy from you just because you know so much"....And she did, a Holly Springs Queen for her guest room. (She had spent an hour and a half at Sears before she remembered my store was close).
Denise
KC Market
One of the biggest things that the technologies do for the Comparison Center, is allows the salesperson some "breathing room". By that, I mean, if your customer is scoffing at prices of memory foam or those "air beds", you can establish "similiar" feels, ideas and durabilty with traditional inner springs. Romance the fact that Temp. and Sleep. are more expensive for a reason. V-P-V and then establish why they now are in innersprings! Sealy and Simmons realized the power and impact that the others have over longevity and pressure relief, so they added the same ideas, but with a lower price!!! This opens up all avenues of conversation. Maybe Temp or Sleep # is more alluring...use the: (Just For Fun), perhaps the innerspring is their cup of tea: Top O' Line Selling (work those Blacks and Pikes). Maybe it's strictly price: try additional Temps and the EU.
You all are the experts!!! Give the customer a reason to purchase by utilizing all of your knowledge!!!
Good Luck!
~ Rachel
KC, BABY!!!
Without showing and speaking to all 5, you quite possibly ostracize the correct bed for that customer. What if they NEED an entirely different mattress then what they came in for? Yes, we listen to our customer. If they say firm, we aren’t going to argue. But can we flip the script to have them try additional feels? How popular is the Cape Horn Firm??? When they say firm, is it the support or the comfort? The Comparison Center can answer that question for you as a salesperson, and for the customer’s own piece of mind as well!!!
Scott and Corey
Kansas City
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