Rule #2

Clothes maketh the man

As much as we often wish otherwise, people judge based on appearance, and this has a significant impact on your sales.

This rule will discuss the effects of appearances on your mattress sales, including topics such as:

  • How buyer’s are judging the product
  • How to build trust with buyers
  • How this affects your visual displays

Establishing trust is one of the key aspects in any business relationship. Many believe that trust may be the single most important thing. In a typical buyer-seller situation, buyers tend to be wary of salespeople. That is even more true when the buyer knows very little about the product, doesn't buy one very often, when the product is expensive, and if there's been no previous relationship between the buyer and the seller. These factors are often the case when consumers shop for a mattress, so it is even more important to build trust quickly and this is often conveyed by the way salesperson or the product is dressed.

Imagine a doctor comes to visit you in a hospital. How would you feel if that doctor showed up wearing dirty jeans and a sleeveless t-shirt with tattoos over his or her arms? Would you trust someone like that to examine you? Probably not.

Would you feel better if the doctor arrived wearing a pristine white coat and had a stethoscope around his or her neck? Probably yes, because that clothing is more in line with our expectations of how the doctor should look.

That is similar to when a consumer looks at a product. If they see cheap or dirty packaging with displays that do not fit their expectations of the brand or their price point, they are less likely to trust the quality of the product itself. In mattresses, people would judge the quality of components that they cannot see on the inside of the bed by the quality of the components they can see on the outside, and that includes the top of bed displays as well as the fabrics, tapes, borders, and corner guards.

The way a mattress is dressed, meaning the quality and appeal of the top of bed displays and headboards, has a big impact on building trust quickly with the consumer. A well-dressed mattress, just like a well-dressed doctor or any other professional, will help the customer feel comfortable. That higher level of trust will allow the sales persons who present their products to close sales at higher average transactions.

If any of the following questions describe you, we can help!

Are you concerned that your brands do not stand out from your competitors on the retail sales floor?
Are you worried that consumers do not understand the many great values that your product line offers?
Are you frustrated that some salespeople do not recall the key features and benefits of your individual products?

Ready for Action?

We understand the challenges in today’s mattress marketplace. We ask a lot of questions and listen carefully to your answers. We know you will ask many questions of us as well.
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Colonial LLC
536 Townsend Ave.
High Point, NC 27263
(336) 434-5600
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