Doug Stewart and I interview The Master Nat Bernstein. Nat is a true thought leader in the mattress industry. He has pioneered new selling systems that became industry standards including comfort selling and comfort technology selling. Nat helped a retail salesperson who wanted to become a sales rep achieve his dream. Nat’s coaching and insights are invaluable. That salesperson was me in 1991. I will forever be grateful to Nat not only for his ability and intellect but for his kindness and compassion. Anyone who needs a true expert and a consummate professional should email Nat today! His email is bernsteinnat@gmail.com.
Nat explains how product, training, and advertising work together to build a profitable business. His #1 recommendation is to decide who your customer is and build your merchandising around that consumer.
Nat gives very specific recommendations to properly focus your merchandising. He describes the secret to great POP and displays.
How your displays affect your RSAs ability to be effective.
Nat shares a true story about why every customer should be shown the best even if you don’t think they will buy it. You will never forget this story. You should share this with all your RSAs!
The importance of educating your retail salespeople on why you carry the products you do and how they benefit the consumer.
Nat encourages a comfort technology test for today’s retailers and consumers to start the selection process for all consumers.
He coaches RSAs as to what they should never say to a consumer.
Nat recently visited a retailer who had the consumer pick their pillow first and the customer then selected the mattress with the same pillow. He felt this was a great approach and encourages all retailers to use this approach.
Nat reveals his secret to properly displaying an ADV mattress so you don’t sell it.
He defines poor merchandising with an example.
Nat discusses hot products and hot lines and why every retailer needs to know their business not only by SKUs but also by size.
He discusses the importance of bringing in the right customer for your store. When Nat owned his stores he wanted the department store customer so he studied everything they did and found ways to attract that customer and then out service the department stores with fast deliver.
If you have questions for Nat or want to hire Nat please send him an email at this address bernsteinnat@gmail.com.
Nat isn’t finished yet. Join us for Part 2 of this interview on Episode 015. As you noticed Doug and I were unusually quiet during this interview. Between the two us we took over seven pages of notes. Thank You Nat for letting us sit at the feet of the master!