When a customer enters a store, they’re in strange territory. They want something from you but aren’t able to say “I’ll take it” because there is more than one. More than one what, you ask? More than one choice, and therein lies the problem with selling or buying anything – you simply must make the right choice. In this article, we are going to learn how to help our customer make the right choices, and when it comes to selling mattresses, that means buying a mattress from you. After all, isn’t it you, the professional mattress salesperson, who is trained to help people make the right choices?
Over the years, I have worked with many people who sold using various styles and personality. Each style could be correct with the right customer and exactly the opposite with others. You will immediately “click” with some people and others take longer to fall in love with you. I have always taught my salespeople to let people click with them by allowing the customer to become comfortable with their surroundings before invading their personal space. I tell them to greet the customer and then leave them alone for a few minutes. There’s no need to rush because it puts everyone on the defensive; we want to ease our customers into adoring us and our store, after all. It isn’t as if the customer is going to leave – serious buyers don’t shop for a mattress in a hurry. If they do, they won’t know how to make the right choice and you won’t get the opportunity to teach them about the products. Then, no one is better off. So allowing the customer to become comfortable is one of my preferred lessons I teach new salespeople.
The next thing on my list is product knowledge. Knowing the products’ specifications is important to selling anything, especially mattresses. I was told many years ago that there will be people who want to inspect the rubber from the Hevea brasiliensis (rubber) tree if you tell them there is latex in a mattress – that’s the level of detail that may arise. So it is best you know the most important specifications for all your products so you can quickly answer any questions. Remember, the customer wants to make the right choice, and your answers identify the choices to help them narrow things down. It all comes down to that “more than one choice” scenario. Therefore, making the customer aware of certain fabrics or comfort materials helps them narrow the field down to that one, perfect choice.
After learning to make people comfortable and fielding questions, next comes the final step: helping the customer actually make the choice. This is why it is important to allow the customer to become comfortable with you and the store. It may not come as a big surprise, but it often doesn’t matter what our offer is because some people will want to shop around regardless. For this reason alone, we must assure the customer that: 1) our store is the right fit for them; 2) they have experienced professional service; and 3) with your assistance, they’ve correctly identified the best choice for them.
One time, a client bought a mattress from me simply because once he made his bedding choice, I didn’t say, “So, is this the one you want?” He had been shopping around quite a bit and every mattress salesperson had used those words until it became a cliché. Instead, I went over the comfort materials and asked whether he wanted memory foam or latex, firm or plush, etc., narrowing down the choices until only one remained. He bought it within 30 minutes and thanked me for not saying, “Is this the one you want?” So leave it in the customers’ mind that your store is the only choice. After all, that is what we all want, isn’t it? Make it easy on your customer by presenting your store and your mattress recommendation as the only choice.