Question: I am new to the industry. A customer asked me what size a queen size mattress is and I told her 60”X80”. When she got it home it measured a little less than 59” wide and it was less than 79” long. She was upset with me and accused me of selling her a defective mattress. My manager told me that those sizes are maximum measurements and they routinely measure less than the published measurements. I have two questions. Is my manager telling me the truth and how do I prevent this from happening again?

Sincerely,

Tom Schmidt

Answer: Your manager’s answer is very close to the truth. It is true that mattresses routinely measure inside of the published sizes by an inch or even two inches. It is also true that sometimes they measure slightly larger. To be fair to your manager it is very rare that they measure larger. The truth is the published size guidelines are just that, guidelines. I hope that answers the first question. Please check out this video where I measure two name brand mattresses in a store. Here it is:

This happens to all of us once in our retail career. The way to prevent it in the future is to inform the customer that mattresses are still handmade. The published size that you just quoted is an approximate size and can be smaller or larger. If you make it a habit to fully educate your customer about sizes they will see you as the professional you are. You will also never get another complaint call about the size of the mattress.

Wishing You Success,

Pete

This is not a selling 101 issue. It is advanced Guerilla Retail Selling. You know I don’t believe in be-backs but there are times when despite your best efforts you cannot close the deal. The best salesperson I knew in retail would lay what I call land mines for the next salesperson. The sale would blow up and the customer would come running back to him.

Typically the conversation goes like this.  If you want to know if your salesperson knows what they are talking about, ask them _ _ _.  If they tell you something other than _ _ _ you should continue to shop until you find someone who is competent to help you. There are a hundred ways to lay a land mine that is just one way.

One of the best mattress salespeople I know used to show the customer a mini demo and tell the customer that the mini demos are plated to look pretty for the showroom but at the factory they look very different. If your salesperson has been to the factory they would know this. He would then suggest that they ask their salesperson if the demo unit looks exactly like the springs in the factory. An experienced salesperson who has been to the factory would say yes but the springs in the factory are not plated. Many customers came back to him based on this land mine. What are your favorite land mines to lay?

Here is another approach by Jerry Young.

I always hope they will just buy and not continue on but… knowing that it isn’t a perfect world here are a couple of land mines that I lay out there.

We sell a lot of reclining furniture and when I get a customer that is going to “shop around” I always point out the dual release mechanisms and steel seat boxing on our reclining manufacturers. I then tell them to ask about construction when they look (and point out all ours are made in the USA) and if they get a “warranty answer” instead of facts it is a sign there is not much good to say about the product.

When selling solid wood bedrooms I always point out that even on a “solid” group the large side panels will most probably be a veneer to give it strength and durability. It opens the door to make the next salesperson look bad when they just say all solid.

I’m sure there are a thousand more but these come to mind this morning.

Here is another approach by Brian Pancost.

All mattresses get body impressions.  If a salesperson EVER tells you his won’t, run away. I find education is the best. Inform the customer about all aspects of the mattress. The other thing to do is be confident in your prices and tell a customer how to comparison shop. Tell them how to tell the different levels and what to look for. DON’T bad mouth your competition. Do a coil demo and explain what they are going to see. Some “walkers” can be turned with more information and the longer you can keep them the more likely they will buy. Inform them on how to derail the 2 sided bed argument. Bring it up and explain to them why. I disarm Original Mattress by telling customers the mattress companies went to one sided mattresses to save money….not by putting less in the mattress but to save money on warranty claims.

Here is another approach by Jonathan Diprinzio.

One of the land mines I always lay is the Lifetime Warranty… We all know that it is a limited lifetime warranty. I set this up by saying that this brand x has a lifetime warranty and I’m sure when you were out there shopping (always assume they have shopped elsewhere) that you heard lifetime warranty. Now let me tell you the rest of the story… and this is every single furniture manufacturer not just those at John V. Schultz. Then I explain that it is one year full warranty and that afterwards we replace the part per the manufacturer and the customer is required to pay the labor and service call. And that’s every manufacturer. So if you hear lifetime and no other explanation you didn’t get the rest of the story. It only takes one small thing to destroy trust.

Another thing is premium mattresses not having comfort impressions. Most of the sales associates at other stores will lie. Tell the truth, you will get some comfort impressions but they will be within reason. When the other sales associate makes promises that are too good to be true, most customers can tell they are not being truthful, trust is broken and they sell the mattress for you.

Action Step- Please post your favorite land mines to lay! What did I miss? Please share your wisdom with us! Your feedback is critical to this blog’s success. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, motivational quotes, and selling tips!

Articles? Please email me any ideas for articles that you want me to write. Have you written an article on sales, goal setting, or time management? I’ll be glad to publish them in my ezine and on my website! Please email them to me at peteprimeau@ameritech.net.

Wishing You Success,

Pete

Question: I own a furniture store and I am frustrated by the turnover I am experiencing. By the time I train a salesperson and they start producing, they quit. What can I do to reduce or eliminate this turnover?

Frustrated in Ohio,

Scott

Answer: Ask yourself two questions and you are not going to like either of them. If you do and answer them honestly you will be well on your way to reducing your turnover. The first question is would you work for you? One of my best accounts makes sure that every salesperson has the opportunity to take off one weekend per month. This same account also offers an option for a four day work week.  There are numerous areas to delve into. You should look into training, benefits, and compensation to name a few.

The second question is, “How loyal are you to your salespeople?” My favorite quote is, “People should not ask of others what they are unwilling to give themselves” by my favorite author, me! One of my friends worked for a top 100 retailer and one of the owners and senior buyers never once said Hi to him in over a year of employment there. They shouldn’t have been surprised when he quit! When people feel that the owners are listening to their suggestions they rarely quit. People quit when they have no voice in how the company changes and adapts. I hope this helps!

Wishing You Success,

Pete

Disclaimer: I am not an attorney nor do I play one on TV! As published in Furniture Today there was a recent lawsuit where a consumer prevailed against a store. Click here for the story http://www.furnituretoday.com/article/549249-Furniture_store_hit_with_225_000_bed_bug_verdict.php. To be fair the store did not put forth a vigorous defense as it appears they were in the process of going out of business. It is probably also true that there will be no recovery for the plaintiff who won the lawsuit. Also the specific allegation against this retailer involved a pair of wood frame beds not mattresses. To read more about that specific case click here http://bedbugger.com/2012/03/10/arundel-maryland-woman-wins-225000-from-furniture-seller/. Click here to read an article about a New Jersey couple who won a lawsuit against JC Penneys http://bedbugger.com/2012/03/10/arundel-maryland-woman-wins-225000-from-furniture-seller/.

Please do not kid yourself that this can’t happen to you because the blood is now in the water. There will probably be a proliferation of bed bug lawsuits against furniture and mattress stores in the not too distant future. There is no stopping the lawsuits. Here are some suggestions that my dealers have taken to make sure that they prevail against a consumer who brings such a lawsuit against them.

If you are dragged in to court to defend yourself, your best defense will be a good offense.  By that I mean developing and implementing a plan to fight the spread of bedbugs.  While there aren’t any broadly distributed standards supported by the legal system that I know of, doing your due diligence BEFORE you have a problem is definitely the best way to go.

1 Stop - selling used or reconditioned mattresses and furniture.

2 Removal – Do not remove customer’s old beds and put them on your truck. If you feel that you have to offer removal, limit the removal to the customers tree lawn or garage. This will help you to limit your liability.

3 Dedicated Truck – If you don’t listen to tip #2 use a dedicated truck to remove old beds and never use that truck to deliver new mattresses.

4 Zipper it! - If you insist on removing old mattresses, please place them in a zippered bag designed for such a task before you put them on your truck.  Protect A Bed offers a great product called Storage or Disposal Bag.

5 Inspection by Professionals - Have a reputable exterminator do regular inspections of your warehouse, showrooms, and trucks for bed bugs. Yes it will cost some money but having a history of inspections will be a strong affirmative defense against a bed bug lawsuit.

6 Awareness & Education - All employees need to be able to identify bed bugs. In some hotels if a cleaning person identifies bed bugs they are rewarded financially for discovering the infestation. Education and vigilance will serve you well in the war against bed bugs. To educate your self about bed bugs just click here http://www.protectabed.com/.

7 Who Let The Dogs Out! - One of my most progressive retailers actually employs specially trained bed bug sniffing dogs that inspect his warehouses, showrooms, and trucks on a regular schedule.

8 Encase - This is for rental stores. Encase your rental mattresses with Protect A Bed encasements. They are entry and escape proof for bed bugs. There are other brands on the market which do not offer any real protection against bed bugs. Rental stores should also use Protect A Bed’s storage and disposal bags.

9 Prep - When furniture stores prep their deliveries all furniture should be inspected for bedbugs. As you can see from the above lawsuits furniture is as big a target as mattresses for potential bed bug lawsuits.

Disclaimer - I have recommended two specific products from Protect A Bed. I am a sales rep for Protect A Bed, but most of my readers are in other states and other countries where I could not sell them Protect A Bed. I was actually an owner of Protect A Bed products before I became a rep. I recommended Protect A Bed encasements because they are superior to anything else in the marketplace.

Your Turn - What are your best practices to protect against bed bug lawsuits?

Please post your comments and questions. I answer them all. Also please visit us on Facebook at  http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, motivational quotes, and selling tips!

Articles? Please email me any ideas for articles that you want me to write. Have you written an article on sales, goal setting, or time management? I’ll be glad to publish them in my ezine and on my website! Please email them to me at peteprimeau@ameritech.net.

Wishing You Success,

Pete

Just a few weeks ago I saw something that made me scratch my head in amazement.  Carla closed almost every customer she worked with. I knew that she hated selling furniture. Why was she selling so well? What was her secret? I was hoping she was going to tell me it was the training that I gave her. After a few hours I couldn’t take it anymore. So I asked her. Her answer was not what I expected. She informed me with glee, “It’s my last day!” How could that be? Here are the keys to her success that last day.

Happy- She was so happy that she glowed! Her customers obviously bought into her positive energy. I’ve either been selling or observing retail salespeople selling for the past thirty years and what I’ve learned is that happy salespeople sell more!

Relaxed- Knowing that she was leaving and didn’t really have to be there changed her perspective. Have you ever worked with someone that was retired and only worked because they wanted to? Their calm manner is disarming to wary shoppers.

Fearless- I had noticed that at times she used to be tentative with customers. I remember encouraging her to be herself. Not today, she was fearless, she had nothing to lose. She didn’t worry about what her customers or managers thought. She let it all hang out. It was wonderful to watch her blossom as a salesperson right before my very eyes.

Creative- Offering creative solutions to their customers is one of the hallmarks of great retail salespeople. Creativity flourishes in a positive environment that is free from fear. She enjoyed that environment on her last day as she was happy and fearless. She closed sales on her last day with creative solutions that had eluded her in the past.

No Tomorrow- There literally was no tomorrow for her. There was no selling for the mythical be-back. She focused all her energy on closing the customer now because for her there was no tomorrow.

Action Step- Maybe we should all pretend that it’s our last day and see what happens? It doesn’t have to really be your last day to adopt Carla’s successful attitude. How do you stay motivated? Please share your wisdom with us! Your feedback is critical to this blog’s success. Please post your comments and questions. I answer them all. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, motivational quotes, and selling tips!

Articles? Please email me any ideas for articles that you want me to write. Have you written an article on sales, goal setting, or time management? I’ll be glad to publish them in my ezine and on my website! Please email them to me at peteprimeau@ameritech.net.

Wishing You Success,

Pete

It was 1982 and I had worked all day at Mr. Mattress without seeing a single customer. Sure enough, as I was locking up at 8pm a couple appeared at the door. I was tired and I told them I would let them in only if they were going to buy. I was half kidding but pleasantly shocked when they agreed. I was just about finished with that customer when another couple came in. I can’t remember how many more customers came in but I finally left at a little after 10pm with over $4,000 in sales.  With retail, you just never know what to expect. But when the time is right, it’s important to learn how to handle multiple customers at once and most importantly, how to close them.

Here are some of the lessons I learned that night combined with what I have learned from the top retail furniture and mattress salespeople over the last 30 years on how to close more sales on a fast floor.

1: Speed Up by Slowing Down- What! Have I lost my mind you ask? The very best sales manager I know closes more sales at a furniture store by not allowing his salespeople to take more than one customer at a time. The overflow customers are greeted by managers and worked until the next salesperson becomes available. Each customer has the undivided attention of their salesperson and the results are more sales. When a store is busy customers will buy faster because of the excitement generated by the traffic. They do not need to be rushed to buy.

Now is the time to follow your system to the letter not deviate from it. Don’t get hung up on the word system. What I am referring to is not a sales system, but your sales system, what you are comfortable with and has worked well for you in the past. Take the time and give the customer the attention they need to engage them and develop rapport. Once rapport is established the single most important step in selling is fully uncovering their needs and wants. By taking more time building rapport and uncovering needs you actually speed up the selling process.

2: Set Expectations- If you are in a store by yourself you won’t have the luxury of support staff to greet customers. After you welcome the customer into the store explain, “As you can see we are very busy right now. Are there any questions I can answer for you or is there something I can direct you to?” If you are in a sleep shop you can show them quickly how to test a bed and get them started in the test area. If possible find out the basic information. Who will be using it, how will they use it, and why they need it. Let them know that you will check back with them to answer all their questions. While it may seem obvious to you, it will pay big dividends to point out that there are many customers in the store because the store has a special sale right now. People like to buy from salespeople and stores they believe to be successful. More importantly, people like to buy from someone they trust and believe is working in their best interest.

On a high traffic floor, especially one that doesn’t have many salespeople, I have always found that by asking the current customer for permission to greet the new customer, they will always give it. This shows that you care about all customers and you can build and keep rapport with all of the customers. It’s important to refrain from small talk until the sale is closed. Once closed, small talk is permitted as long as no other customers are waiting.

3: Group Presentation- Sometimes you simply have no choice but to present to groups of customers at the same time. Some successful RSA’s announce to a crowded floor: Everyone gather around for Mattress 101. This will help you get started.  The basics still apply: explain the benefit first and then the feature. When explaining the benefit look directly at the customer seeking eye contact. When presenting the feature use the directional force of your eyes to get the customer to look at the product feature with you. Remember to engage each and every customer as much as possible. This is easier said than done on a fast floor.

4: Recruit A Customer- When this first happened it was an accident. One of my more outgoing customers told another customer what bed she bought and why. The new customer also bought a bed. Your current or repeat customers can be recruited to help you make a sale when you are over run with traffic. Most customers will help you if you ask for it. Warning, do not ask for help from a customer unless you have a great relationship with them. This isn’t something you can force, but when good fortune smiles at you, see it and use it to your advantage.

5: Hold Them In- With the prospect of a better deal. Before I go any further with this you know the rules in your store. It’s important that you follow the pricing and discounting policies of your company! If you do have some leeway on pricing, start by watching your customer’s body language. If they are getting frustrated break away by excusing yourself but assure your customer that you will be right back. Answer your frustrated customer’s questions as quickly as possible. If you have to get back to the other customer thank the frustrated customer for their patience and tell them that you will do something special for them. You don’t have to give the store away! You could give them half price delivery or some other premium that will make them feel appreciated. People do not leave the store usually unless they feel ignored or unappreciated. The key here is to make each customer feel appreciated and respected.

Note- Thank You to Gerry Morris who rewrote this article for me and improved it greatly. Thank you to Ira Fishman who caught a few mistakes and wrote the second paragraph under tip #2.

Action Step- How do you make more sales on a fast floor? Please share your wisdom with us! Your feedback is critical to this blog’s success. Please post your comments and questions. I answer them all. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, motivational quotes, and selling tips!

Articles? Please email me any ideas for articles that you want me to write. Have you written an article on sales, goal setting, or time management? I’ll be glad to publish them in my ezine and on my website! Please email them to me at peteprimeau@ameritech.net.

Wishing You Success,

Pete

Here are a few tips from some of the top retail salespeople- including a few professional speakers.  Some of these ideas are very basic and some may even surprise you!

Start with the End- How much do you want to ship next year? How much income will that generate? What will you do with the money? If you don’t get excited by the end result, the goal is simply too small. Don’t be afraid to stretch a bit. For more tips on goal setting click here http://peteprimeau.com/selling-furniture-mattresses-goal-setting-tips-for-2012/.

Your Rainbow- Don’t be too realistic. Realistic is code for don’t aim too high. I believe you need to aim high. You should challenge yourself. The question is, “If I hit that number, how would that make me feel?” If the answer is great then that should be your goal.

Posteriorities- This is from Brian Tracy. What are you going to stop doing? There are only so many hours in a day. To make your time more productive eliminate time wasters. Stop watching TV. Stop watching the weather; just stick your head outside! It’s more reliable. Avoid non productive things and people who waste your time.  

Early- If you want to have your best year ever get to work early, EVERY DAY!

New Habits- Instead of chatting it up with your fellow salespeople ask yourself one question, “What is the most productive thing I could be doing right now that will propel me towards my goals?” Here is a partial list:

• Is the store clean?
• Are all new items on the floor?
• Are all items for sale properly tagged?
• Are the catalogs and other sales tools put away where they should be?
• Have I followed up on all my customer service issues?
• Have I written my thank you notes?
• Have I followed up on all leads and pending sales?
• Have I done competitive research today in person or on the internet?
• Have I learned something new today about my products or my competitors?

Read- Read something positive everyday. Trust me your customers give you enough negatives. I recommend anything by Gitomer or Carnegie. Don’t know where to start? Go here http://peteprimeau.com/favorites/.

Rest- Understand how much rest your mind and body need to function at 100%. When we get busy we typically sleep less and in the long run our mental and physical health suffers. Guard your rest vigilantly. Be sure to take mini vacations as well as longer vacations. A well rested salesperson is much more likely to be an effective one.

Exercise- My schedule is very demanding so I need to wake up at 4am to get my workout in at 5am. You need to prioritize your schedule so you can enjoy a certain level of fitness. You don’t have to run marathons but you at least need to walk, cycle, or row at a bare minimum. It is counter intuitive but true, by exercising more you are less tired.  Just move! Make it fun! You will be a better salesperson when you feel better!

Have Fun!- Want to have your best year ever? Laugh more. Take more chances and have more fun!

Action Step- Your feedback is critical to this blog’s success. Please post your comments and questions. I answer them all. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, and selling tips!

Wishing You Success,

Pete Primeau

Question: I recently got into it with another salesman about talalay latex. He presents it to his customers as a type of latex. I present it to my customers as a process used to produce latex. Who is right? I have a bet on this!

~ Steve

Answer: You won the bet! The talalay process involves freezing the foam before baking it at over 200 degrees to prevent the settling of heavier particles to the bottom of the mold. The talalay process results in a more consistent foam that is also more durable and breathable than latex produced with the Dunlop method. The benefit to your customer is their new mattress will feel like the one they tried at the store. Plus their new mattress with talalay latex will last longer and have more comfort than mattresses produced with the Dunlop method.

Do you want to know more about Talalay Latex?  Click on this link and watch the video! Great information from a great company.  http://www.latexfoam.com/index.php?option=com_content&view=article&id=53&Itemid=65.

Wishing You Success,

Pete

Here are a few tips on goal setting. Enjoy!

Write- A goal isn’t really actionable until it’s written down. Writing your goal down clarifies it in your mind. Write your goal in the present tense as it you have already achieved it.

Ask- Ask yourself “Why do I want to achieve this goal?” or “What is there to be gained by achieving this goal?” Write down three reasons for every goal! Visualize how your success feels.

Where- Where are you now in relation to the goal? Establishing your starting point helps to determine your action plan.

How- How far do I have to go to achieve the goal? How will I achieve this goal? Break it down into smaller measurable goals that have timelines.

Who- Who can help you achieve your goal? Define their role clearly. Nothing that is worthwhile is ever a 100% solo project. Most of the time other people can help us achieve our goals faster. Share your goals with your mentor and ask for suggestions.

When- Unless a goal has a timeline for its achievement, it’s only a dream. Write down a specific date for the goal’s achievement.

Re-Write- Everyday first thing when you wake up write down on a blank paper your top 3-5 goals. The first few days you do this you will write down 3-5 different goals. After about 7 days of doing this your goals will become set, like concrete when it’s dry. This is a lot of work but if you are faithful to it, you will become unstoppable! Nothing is more powerful than a person who is focused and committed!

Review- Frequently evaluate your mini goals and give yourself feedback. This feedback session should be scheduled and set in stone. Fight the urge to reschedule this time. Sometimes you will look forward to it and sometimes you will dread it! The irony is when you dread it the most that is precisely the time you really need to complete your evaluation the most. There is no such thing as a straight shot to your goal. You will fall down and slide back into old comfortable habits. Then you will refocus and recommit to your goals and find success!

Action Step- Your feedback is critical to this blog’s success. Please post your comments and questions. I answer them all. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, and selling tips!

Wishing you success,

Pete Primeau

This article will give you some great ideas on how to do it!

I represent Southerland Inc. as an independent Rep and normally never recommend specific brands to retailers, but these two brands are the exceptions. 

Tempur-Pedic- Tempur-Pedic is a must to fully realize your potential as a specialty foam retailer. They own the category. Your salespeople should be coached to sell this product not to switch off of it. There are customers who will switch themselves off of it and that’s fine as long as it’s their choice. If you don’t carry Tempur-Pedic you may be losing more sales to them than you realize. The addition of Tempur-Pedic will increase your sales, your AUSP, and your store’s credibility.

Serta’s iComfort Beds- This is the hottest line in America right now. The displays are probably the most outstanding component of the product offering. These beds can boost your bottom line. Make sure that you are not trading down your Tempur-Pedic sales or your latex sales.

Latex- A well merchandised line of latex beds gives the customer an alternative to memory foam products with different features and benefits as well as different feels. Latex beds have stood the test of time and are a great addition to any specialty foam line-up.

Comfort Test- Bob Quickstad, National Latex Sales Manager for Mountain Top Foam suggests adding at least one memory foam and one latex bed to your comfort test area. This one idea will do more to increase your store’s closing percentage and AUSP than any other single recommendation in this article.

Warning- The addition of any of the above suggestions will not guarantee your success. You must merchandise properly, consistently advertise, and consistently train your salespeople.

Your management should work with your suppliers to train your salespeople with a coherent message. Hire your own sales trainers. I recommend Gerry Morris at gmorris@innerspring.net.

Here are some other issues to consider:

• Are you using business social media?
• At least quarterly but preferably monthly evaluate the performance of your individual salespeople as well as the beds themselves.
• What are your best sellers?  Why?
• What are your worst sellers?  Why?
• What are your competitors doing?
• Who is your best salesperson? Why?
• Who is the salesperson who needs the most help? Why?
• What can be done to help this person?
• Where are you possibly losing sales to your competitors? Why?
• How can you improve your display?
• How can you improve your service to your customers?

Your Feedback- Your feedback is critical to this blog’s success. Please post your comments and questions. I answer them all. Please visit http://www.facebook.com/PrimeauFurnitureSales and Like us! Our like page has the latest breaking news in the industry as well as product information, inspiring videos, and selling tips! Thank you to Gerry Morris and Bob Quickstad for their contributions to this article!

Wishing You Success,

Pete