BY GERRY MORRIS
What makes retail mattress sales exciting and challenging is not knowing when the next shopper will enter your store and having no idea what her needs may be.
There is no way to calculate the missed opportunities retail sales associates have had because they weren’t fully prepared—or something within the store or the products was amiss.
How can you better the odds that your shoppers will choose to buy from you?
Preparation is key. Make these tips daily habits and put yourself in a great position to maximize your effectiveness.
1) Start your day right. Before you leave your home, cultivate a positive routine that will put you at your best every day.
Eat a healthy diet, beginning with a good breakfast. Maintain your energy level by staying hydrated and well-fueled throughout the day.
Consider exercising. Even a brief, brisk walk every day can increase your endurance and stamina.
Make sure you’re well-groomed and dressed appropriately. Pay attention to details.
Prepare your mind and attitude by reading or listening to something inspirational and uplifting before you get to work.
2) Get to work early. Being early demonstrates a commitment to your profession. It allows you time to prepare, give your full attention to shoppers and make sure everything is in place.
3) Check your surroundings. Pretend you’re a customer and, as you approach your store, imagine what your first impressions would be. Start outside with the parking lot, store signage and the windows. Then, as you enter the store, check every detail and report to management anything that needs attention.
4) Make a daily checklist. Check your bedding department to make sure it looks first class. Check all floor models, signage, pricing and point-of-purchase materials.
Find out if there are any current promotions or ads and have them available and know what’s in them.
Check inventory and delivery schedules to know what models and sizes are available.
5) Take five minutes. Before you begin greeting customers, take a few deep breaths, relax and mentally prepare to be at the top of your game. Make it your daily mission to serve and help others. Visualize yourself being successful.
6) Make good use of downtime. Another great aspect of retail is that you have downtime between ups.
Spend time each day lying on your floor models. Take time to become more familiar with how they feel and connect them with the specifications.
Follow up. Call or write notes to thank customers and make sure they’re happy with their purchases.
Train. There are plenty of resources available, including Sleep Savvy and my training course.
7) Track your progress. By simply keeping records of your sales, closing percentages and average ticket prices, your sales will go up—but only if you document and analyze your performance daily.
8) Keep a journal. A valuable selling tool is to document things that go well with your shoppers and those that don’t so you can analyze them. It’s called scenario-based learning—examining and learning from real-life selling situations. Seek input from others and share your successes.
9) End your day right. Before you leave work, take a few minutes to prepare for tomorrow.
Enjoy your time off, rest and relax and, most important, get a great night of sleep on a quality mattress.
Sleep well and help others do the same.
Gerry Morris is an author, consultant and training coach with more than 20 years of experience in the mattress industry. Morris’ Inner Spring training company recently formed a strategic partnership with The Furniture Training Co. to offer a premium online training course, “Sell More Mattresses with Gerry Morris.” To view the course, visit www.furnituretrainingcompany.com.