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!
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51 comments:
When using the PSE, you can definately make this different for each customer. One thing I try to do is after they answer,"yes" to one of the sleep issues I ask followup questions about thier issue. I think if we jump to the next question it will show that we are either not listening, or do not care about thier issues. So going thru the list one by one for every single customer might not be as Personalized as it should be. Use thier feedback and adjust your questions to focus in on thier issues. SPPS. Surface, problem, probing, solution.
Kevin Thompson
Keep the PSE & the comparision section separate. When you start asking the customer questions when they are trying out the beds, they aren't able to focus on the feel of the mattress and how its helping them. I like to prop people up on an adjustable, telling them its easier to talk while they are propped up, ask them the PSE questions then have them try the comparison center. Once they try the beds they typically end up liking the adjustable more (for obvious reasons), and I never even pitched the bed, they subconciously fell in love with it while I was probing into their issues. BIG TICKETS!!
Wes King
One of my favorite ways to talk about advantages with kids' beds is our Mattress Firm exclusives. Tying in the Bioguard or Silver/Silk as a way to decrease allergens so that her child can have a healthier and more restful sleep. By having a healthier and more restful night, they will be less groggy during the day which will make your day easier as well.
*Becka, Team Blue of Dallas North*
I always carry the PSE clipboard along with the Storewide Ad when I greet the customer. This has helped me develop the habit of asking the questions and writing down their responses. Sometimes I will simply begin asking the questions and recording answers after the customer picks their color. Other times I will prepare the customer by letting them know that I will ask them relevant questions about their recent quality of sleep that will help us find the right bed for their needs. I actually have had better success just asking the questions in a qualifying manner just like we always have done, with the only difference being that I am physically recording their answers. Customers notice that you are really taking an interest in giving them better sleep rather than just a new bed. A lot of times, there are scribbley notes all over the PSE that I have made, and it almost looks like a doctor's prescription! We are prescribing better sleep!
John at 2410
The thing about the PSE is to make the customer feel as if you are just as concerned with their sleep issue as they are. Making sure to give eye contact when asking questions and listening to what they are saying and giving them the feeling, we don't just want to sell them a mattress.
Antwan-2405
We have recently bought mini clipboards with attachable pens that we carry the PSE's on. It adds an important look to the entire evaluation. Preparing the customers for the evaluation and explaining why it will help ensure the proper selection of their sleepset works very well! I just had a customer who was out cell-phone shopping stop in while she was waiting for her husband to check out something for a guestroom "while she had time." After a breif explanation of how CBC works, she chose red, and then chose her set. She told me that CBC was the easiest shopping experience she'd ever had, because she didn't want to lay on 40 mattresses! It Works!
Kenny @ 239 (226 for the day)
When a customer enters the store I personally have a "Ice Breaker" question I ask everyone. The question goes a little something like this: "Looks like it is going to be another hot day out there, ugh." After the ice breaker question, I begain to ask the customer if I can ask them a couple of sleep evaluation questions. (I try to do this BEFORE I even introduce the comparison center.) After I ask the customer the evaluation qustions, I begain to introduce the 4-C's Comfort by Color Comparison Center. While they are trying the beds out I then mention the ______ Sale and $$$$ savings opportunity. After transitioning from the 4-C's to the beds on the floor I will mention the exclusives and tie in from the PSE to their personal needs.
Geoff
Store 2403
Something I do to make the customer feel more comfortable with me and the process is to say the words "Simple" and "Easy", these are music to a consumers ears. When they first come into the store I welcome them, ask if they have every visited one of our stores. From there if the answer is no I say "Well great! I know shopping for a mattress may not be the most fun you could be having today but your here because you need a better night sleep. So here at Mattress Firm we have come up with a very "simple and easy" way for you to make your choice." Then go into CBC. After saying this they loosen up and feel much better about the experience.
Victoria Coopey-Burns
MOD Phoenix
When using the PSE, sometimes I start with the last question, "have you ever experienced a mattress that you loved?" This can help lead to the other PSE questions. For instance, I had a couple tell me that they used to love their mattress, until they started waking up with back pain. Two birds, one stone.
Jaime, #2408
Feature = Comparison Center
2 Benefits = Save time and easy
Advantage = Customer is at ease knowing they picked the right mattress.
That is how I feel about the comparison center, it is a feature of Mattress Firm. We all know customers do not care about features so I explain the Comparison Center as a feature going in detail about the benefits and advantage for them. The customer really feels better about our new, easy and different process and trust is built allowing your recomendations to carry more wait in the buying decision.
Dale Wolfe
Team Red
Dallas North
Relevancy is the key to using advantages successfully. If the advantage is not relevant for the customer, they could really care less about hearing it. This is where the PSE becomes important. Listening to the customer during the PSE is where you will hear what the customer’s needs or desires are. If you can fulfill that need or desire, then you will be successful.
Bart
Team RED
Dallas North
***READ UP!!!!***
When selling Tempurpedic, I say that the comfort layer on the Grand/Allura/Celeb is thick enough to allow your entire body to sink into it, which will keep you from tossing and turning. There has been tests done on innerspring mattresses and the average person on a good quality mattress tosses and turns on average of 60-70 times. On a tempurpedic, the same people the next night only tossed and turned 6-7 times. On the Grand/allura/celeb the amount of tossing and turning was cut in half again! Only 3 to 4 times! The problem is that when you turn over, your rem and delta sleep is being disrupted. The less you turn, the longer you will stay in those deeper stages of sleep. Therefore my customers and myself have found that on a tempurpedic you get the same amount of sleep in 7 hours, than you would in 8-9 hours on a traditional mattress. Therefore it will not only allow you to wake up and feel rejuvinated without hitting the snooze button 10 times, but will also add 1 to 2 hours on to your day! At 2 hours a day, That's the equvalent of adding an extra month of awake time to your year. Meaning that a tempurpedic owner actually has 13 months to enjoy life instead of 12! That is investing in your health and quality of life.
booyea
Daniel Schaeffer
232
The PSE definitely puts us as sleep experts on another level. So it is our job to make sure we take our customers to the next level of customer satisfaction. With concern and the right questions the PSE's can help us best fit our customers needs.I try and ask questions to make customers feel comfortable and open which usually lead to underlying issues that need to be addressed.
Jermaine 2404
The important thing is getting to the bottom of the issue. As far as the PSE goes, I am almost exclusively informal. It is very important for the customer to know that you are "evaluating" them. I usually accomplish that by keeping a clipboard and a SWA in my hand. I try to remember to ask their permission if I am going to write anything, but sometimes it is all mental notes. By using the PSE effectively, customers know that everything we do is for the purpose of helping them. I try and repeat everything that they have told me, so that they know that I am listenung. (remember you have one mouth and two ears, that means you should be listening more than talking).
ced
Features/Benefits/Advantages are wonderful unless they are not relevant to the customer's needs.
It is so important to critically listen to what the customer is really saying to find which FBAs are relevant. So many new salespeople want to rattle off FBAs that will do nothing to solve the customer's particular sleep issue(s).
Why are they here? Motion transfer, back pain, excessive body impressions - all of the above? I have been amazed by the plethora of reasons given for wanting a new mattress. If you don't know them, you can't help them find the right sleep solution.
Also observe their behavior while testing mattresses. This may help explain issues that need to be addressed and point you to a particular FBA solution that they have not mentioned.
Don't read a script or just repeat what they are saying like a zombie. Critically listen ask pertinent follow-up questions for clarification and direct accordingly. You will then find the right solution, create a satisfied customer and have very few comfort swaps.
Harrison
Team Red
When I invite the customer over to the comparison center. When they lay down on the first bed I ask if it is ok if I can ask a few question about your sleep
so I can help you find the right comfort that you are seeking to find. By the time we are finish in the comparison center I have all the information I need from them.
Harold-2407
One thing I like to do is keep things positive by smiling a lot. It sounds simple I know, but it will break down more "walls" that our customers put up than you would think. A smile makes it a little easier to overcome objections as well. Listening intently to what the customer has to say and presenting a solution in a non-threatening manner allows us be viewed more as a professionals trying to help them rather than salespeople trying to sell them. Also, when presenting PABs (since they seem to be a hot topic these days) I ask for multiples instead of just one. Justifying this by saying "Most people get two or even three of these so they can put one on their bed while the other is washing, this prevents their mattress from becoming compromised in the process". Doing this makes the sale of one PAB that much easier. This is very similar to what we do on the sales floor every day, start high!!
Jeremy 2411
The PSE is a vaulable tool helping us to build confidence with our questions. Using the PSE helps me to identify my customers value equation. Once I have that info it makes helping the customer very easy. As I talk to the customer I like to take lots of notes to let the customer that I'm engaged in the conversation and listening to what they are saying. Also I am the worst at remembering names so having the PSE there to help me with that increases amount of rapport I can build by using their name often.
-Skip
2411
Charlotte
I always start my presentation by using the price listed in the store wide ad and then once I get the customer pumped about it, I then show them the every day low price! I used it today and sold 2 twin xl lotus! She originally came in for one set of twin, but since it was such a bargain, she purchased two with full price on delivery, 2 pab, and 2 frames!!!
I hope this helps!
Sincerely,
Kimberly Tran
Dallas-East store #203
The PSE offers a concerned, detailed inquiry about our customer's potenial sleep issues. An advantage gained is a more trusting customer willing to take our advise because we ARE the experts!
The PSE offers a concerned, detailed inquiry about our customer's potenial sleep issues. An advantage gained is a more trusting customer willing to take our advise because we ARE the experts!
Nicole Hayes
2409
I almost always carry the PSE with me when I greet the customer.That way I can record their name at the beginning. I have a terrible time remembering peoples names! Like Jaime one of my favorite questions is "have you ever experienced a mattress that you love?". You would be suprised how many people "loved" a mattress that feels totally different from what they chose in the CBC comparision area. This can greatly cut down on comfort exchanges especially on the firmer beds.
Lisa 2410
The Personal Sleep Evaluation or PSE is a fantastic tool; this tool helps us to build confidence with our customer to the point that they believe we are trying to help them find the right mattress set. Using the PSE allows me to identify my customer’s needs to help them get a great night sleep. Upon gathering the information it allow me to move them thru the comfort by color methodology. Also it allows me the opportunity to build rapport, which increases their confidence in Mattress Firm, and me,
-Ronnie
2412
Charlotte
The introduction of the PSE is a big part of the process. I have had the greatest success with administering this by explaining to the customers that it will help me to uncover their personal sleep needs. Customers really open up when I let them know that I want to know and care about their recent quality of sleep. They love it when we give them our focus and make them the center of attention. When they realize you are truly interested in listening to their needs the PSE is a very useful tool!!
Monica Fogle
Miami- South
How many times have you heard someone say, "I need to bring my husband/wife in to take a look at this"?? What I've become a big fan of doing is using a PSE for the person who came in as well as their husband/wife who is not there. What ends up happening is you overcome objections before they even come up. That way, when the customer says, "I need to bring in my husband/wife." You can say, "Well you mentioned earlier that they didn't care one way or the other."
It's a great tool for dealing with the "one leggers!"
Mike Yerger
TEAM GREEN BABY!!!
A big smile is always helpful, but definetely if you use the PSE to find out customers needs, and if you ask a lot of follow-up questions. You are going to built good rapport with your customers. You make them feel better show understanding.
I personally like the positive reaction when you explain the CBC concept, everybody like colors and fun. They are really enjoying the eperience and you can make them to buy or make them come-back just because thay like you and CBC.
Andres miami
Old guy new at blogs - here we go!
When presenting movable bases regardless of the type mattress, alway stress the advantage of the abilit to raise the feet for better circulation and to releive stress on the lower back wich will enable the user to fully relax as well as attain deeper sleep faster and reduce tossing and turning. Advantage better rest and a more productive day the next day!
Chet
#211/Ridgmar
Thank you to everyone for their best practices. They are suggestions that we can definitley take into consideration.
For me, I use the Personal Sleep Evaluation to not only pick up on key issues with sleep and what solutions to find them, but also possible add ons that will be beneficial to my customers' sleep needs.
I usually get to attach some Protect-A-Beds for added cleanliness, pillows for support, comfort and therapeutic needs and frames for extenuated durability.
Blog on Crew CBC :p)
Theo- Miami S
One of the first things I mention to customers when they come in is "You probably notice that we have things setup a little different here at the Mattress Firm." This helps set the customers expectation that we are different, we ask questions and more importantly LISTEN! The PSE helps further define us as a brand and image and is really a true advantage that we need to make the most of!
Joe Barone
The Green Team - Dallas North
Last saturday I had a couple come in asking for the sleep number by name. I asked them a few qualifying questions after exchanging names about what they were currently sleeping on. I then asked them if they have shopped any other places and found out they just came from select comfort. I then took the wife through the sleep number presentation while explaining the differences between Mattress Firm and Select Comfort stores. While I was explaining the red carpet delivery I said we could have it delivered tonite and found out that they were discouraged with the Select Comfort store because of delivery and self-setup. I then told them we could not only deliver it tonite but we would setup the bed and get rid of any old beds for free. I then asked them if they would like me to check the delivery times for today. I then didn't say anything and let them have space and the King EUX was out the door.
Jacob McClendon
Dallas West - (In Training)
Team Mean Green
Monday afternoon, I had a couple walk in to the store amazed by the comfort by color but unaware as to what they wanted in a bed. I started with the comparsion center and once they pick their color, I pulled out the Personal Sleep Ev and asked them a couple of questions. Well this worked perfect because they commented on how the evaluation seem helpful when helping them find the mattress set that will fixed the husbands shoulder pain and the wife being comfortable at the same time. Also the PSE allow me to introduce them to getting a king versus queen. I close them with a Cape Horn, PAB, and delivery.
Once the sale was over I stapled their PSE to the receipt copy we keep for future reference.
Miss Brittany, Miami South
I do not have CBC POP in store other than pillows and protectors. So, a different approach has to be implemented to pass the message to the customer. PSE must be used extensively to help customer understand how the CBC program is designed for them and move them to the best bed to meet their own needs they identified themselves. SWA is used extensively and marked up to quickly norrow selection for the customer. Key to success - when finalizing selection, every single feature must be tied directly to PSE to show beneifit and develope value-price-value statement for the customer. For competitive issues, the question about future problems is a great question to upgrade customer, but great question to "drop bed - not price" as well
Nathan
Big D-North
The PSE is just one more example of MFI setting ourselves apart from our competition and we need to treat it as such. I wouldn't suggest reading through and asking the same questions to every customer...use different ones based on you customer. Also, we need to go through the PSE with enthusiasm or there is no way we can pull it off the way that we need to in order to make CBC a success.
Patt G
One of the key points with the Advantages part of the Features-Benefits-Advantage relationship is speaking in the customer's terms. You mention the features, define it by the benefits but then communicate those benefits into the customer's terms/jargon. One of the things I try to remind myself is to not speak in mattress jargon. While memory foam is a popular term, not everyone knows it. With the use of demos and relating the benefits to something that the customer mentioned in their PSE, the customer can understand and ultimately value that feature. One of the things that I do with the PSE is right notes to myself about potential features next to identified problems/questions. For example, concerns regarding lumbar support/lower back pain=posturetech plus coils or the posture channels.
Another tip of the pros that I try to incorporate is delivering advantages with examples: "What the posture channel is ultimately going to do for you, Mr. Smith, is help prevent that lower back pain when you wake up in the morning. So when your son comes and pounces on you in the morning, you are ready to jump out of bed and play right back with him!"
Tiffanie Choate
The Best Team Ever
aka the Blue Team from D-North
The pse definately seperates us from the competion. Who else is asking these questions? We are doing it to help them. It may be awkward at first but the customer will appreciate it when she is finished.
Matt 2409
I like to introduce the PSE by asking the customer if they have ever had a sleep evaluation before. They will say no unless they have been in one of our stores. Then I ask if I can ask them some questions to help make sure we find the right bed for them. The nice thing about the PSE is that people think that as salespeople we ask questions, but never really listen to them. The PSE gives them confidence that we are listening to their answers to help solve their needs.
Andrew 2406
Well, The way that I introduce the PSE is by first telling them that we are going to do things a little differently here. I explain the comparrison center and then I tell them before we get started with that I have a few questions to ask that will make the whole process easier for them. I do ask permission to ask the questions then I explain that the questions are designed to help them find the perfect sleep set. I typically just have them set or stand near the comparrison center while I ask the questions. Once we're done I then have them go through the comparrison center. I've found that when we can go through the PSE with everyone our closing rate is much higher. It builds trust and validity with the customer. This is the easiest way to find out the customers needs.....remember customers love to talk about themseleves.
David W.
2404
I have found most customers very receptive to the PSE. I do not always introduce it the same way or at the same time but I definitely have been able to use the PSE to qualify my customers and step them up. I have been working on being more consistent with introducing the PSE early but have also found that sometimes it overwhelms customers if they are not comfortable with you yet. I have been more successful with introducing the PSE after developing good rapport with my customers.
- David Norris
2404
The PSE is an asset that can be introduced and used several different ways. Like we all know, not every customer is same, so I feel them a out a little before I ask any questions.
The great thing about the PSE is that it is applicable to everyone in some way. You can use it for guestrooms! Don't ask for their needs but those of their guests. I've even gone as far as turning it over and making up my own questions like; are there going to be adults sleeping on this/these beds? are they of normal stature? how long do you expect a guest bed to last? etc.
So not only can you use it on master bedroom ups but on kids and guests as well!
Now sell some beds!!!
Preston
2412
The PSE is an easy way to get out all of the questions that you would ask throughout your presentation before you begin showing them beds. It is our job to be a tour guide, and by asking some simple questions about the customer's sleep at the beginning, we should be able to point them in the right direction.
Make sure to ask if you can ask them a few questions about their sleep before you start interviewing them. I like to pick out a few of the questions from the list that I know our Mattress firm exclusives will apply to as well.
Ryan 2403
I think how you use the PSE will vary depending on the customer. Sometimes the formal way will work better and sometimes the more conversational way works better. The key is to record the answers and repeat the answers back to the customer so that they know you are paying attention to their needs.
Byron
As boring as it may seem to some, I believe in sticking to the S.C.O.R.E. and adding my own techniques to the specific customer type. I have found using the words "new" and "easy" when describing comfort by color seems to make the customer more comfortable and develops a rapore. While product knowledge and pricing options come into play, I feel like the initial contact and the system we have all been trained to use is the most effective way to secure a sale...
Corey Berry
"Team Green" (The Killas)
The PSE is a powerful tool that shows the customer that we are not merely trying to find them a mattress but that we are sincerely trying to help them find a solution for a better night's sleep. By tying the information gathered from the PSE to the features and benefits of the mattress they choose we are showing the customer that we are not just another mattress retailer.
Lawrence Kelly
TEAM GREEN BABY!!!
One thing to do is to follow up on the aches and pains question a little more. Sometimes customers have been dealing with pains for so long that they just think they are natural or part of getting old. If a customer is a side sleeper and they just say that their lower back hurts, you should always ask if they wake up with a sore sholder of hips. A lot of customers don't think that their bed causes these pain issues or they think its just old age. Dig a little deeper and your advantage will be that the customer views you as expert to help them find the right mattress.
Michael
You callin' me yellow- Dallas East
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