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Retail Furniture & Mattress Stores – Want to Increase Your Specialty Foam Business?

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

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