Table of Contents
Acknowledgements
Contents
A Note from the Author
Introduction
What this Book is Not
The Secret to Mattress Sales
Overview
What’s
So Different about the Bedding Dept.?
The Ladder is on the Wrong Wall
Why Should You Sell Mattresses?
The Big Picture.
Ten Things You Will Never Hear a Customer Say:
A Different Approach
The
Needs vs. Wants Phenomenon
Need + Emotion = Want
" Feel" the Need
Sales
Education
New
Sales People (veterans take note)
Product Knowledge / Sales Skills
It’s OK to Sell
Selling Techniques
Closing Techniques, Sorry.
Use Your Reps
Product
A
Simple Product
Why So Many Choices?
Mattress 101
Coils
Covers ... Who Cares?
Foam And Fiber
Sizes
Health Benefits
Waterbeds
Pendulum Swing
Luxury Bedding
Useful
Concepts
Are
You Giving Information or Direction?
Benefit / Feature
Don’t Sell Comfort
Analogies
The Selection Process
Comfort, Support, Durability
It Doesn’t Matter to Me
Adjusting to Customers
The Comfort Zone
Personal Preferences
Practical
Selling Solutions
Start
at the Top
Don’t Start at the Top
Watch What You Say
Don’t Pitch One Brand Against Another
Bargaining and Haggling
Qualifying Questions
Sales Aids
Customer
Service
The
Truth about Warranties
Reducing Returns
Teamwork (the Hierarchy of Service)
Maybe the Customer Isn’t Always Right
Expectations
Special
Opportunities
Non-Bedding
Customers.
Overlooked Opportunities
Managers
We
Have Found the Enemy
New Models Increase Sales
Advertising
Spiffs and Contests
Sales Meetings, etc.
Glossary
Glossary
What is Inner Spring
Spring Training Seminars
Order Form
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