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?
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3 comments:
We're not completely set yet, but I still introduce it. I tell them it's a new and exciting way to shop for mattresses. The biggest thing I've noticed is that if I'm excited, they get excited. Even if I stumble through introducing it, they want to try it just because I'm excited. As far as why it's important, this is what sets us apart from our competition. This gives us the edge of Experts and Giant. It starts building rapport at the door.
*Becka, of Team RED Dallas North*
I went to the training yesterday and today I am covering Polo Towne to repay a favor to Tiffanie.
A lady walks in at 10:30, and she's the type of customer that makes you groan when you curbside qualify. Let's put it this way - she has a mullet.
I explain Comfort By Color, but she wants to move even faster. It's for her son, he wants firm support but he doesn't want to sacrifice comfort. Sound familiar?
So his mom and I did a mini-consultation on his behalf. He's a RED, I explain why, she agrees. Within 3 minutes she selects a Holly Springs. She takes the 1 Year 0% offer and a PAB, Instamatic, and Full Price Delivery.
That was the easiest sale of my career. All I had to add to the mix was enthusiasm and a little clarity. And now I see what all the fuss is about - CbC is as easy as 1-2-3.
Josh Cedor - Team Green Dallas North
I like to introduce CbC by explaining that we are in the process of introducing this great new shopping experience (to excuse the weird look of the store with half of the POP, no SWA's, etc.), which gets the customer excited about participating in the process. I have invited customers to provide feedback on the process so that they feel more committed to participating and are more involved in the process. People love it when someone asks their opinion!
It is very important to introduce CbC up front for a number of reasons. 1 - it builds credibility and excitement in the program and in Mattress Firm's brand. 2 - it engages customers immediately and they feel less defensive. 3 - As Becka said, it differentiates us from our competition. Therefore, when we say later on, this is how we are different from Sleep Experts or Giant, they are more likely to believe us because they can see the difference! They have experienced it firsthand. I can guarantee you if a customer walks (with close card in hand), they will walk into the competition and turnaround and walk right out. We all know how Giant merchandises their showrooms - it's not very appealing to the female target market. Experts is better but it's going to look like a jumbled mess compared to our color-coordinated, well-organized showrooms. Women shop with all of their senses (except taste, of course) - they notice how a store smells, how it looks, how it feels (i.e. too hot or too cold or musty, etc.). The store execution and the process make a huge difference in our advantages over the competition. However, customers may not know that so we need to point out that we are different and special - it's like the refrigerator story with the magnetic doors. Customers also need to know that it's more than just a pretty store. Introducing CbC up front and enthusiastically get the customers fired up about this amazing new program!
~ Tiffanie
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