There’s a lot of great, educational information (what we’re calling “candy”) out there about every mattress you’re trying to sell. But, getting that information to the customer can be difficult. Offering too much information can overwhelm potential consumers, while not providing enough information can hinder a sale.
Learn how to educate your consumers properly. This rule will discuss:
In the world of sales and marketing, it is very common for companies to inundate the consumers with facts, figures, features, and benefits. In fact, it is quite common for some marketers and their salespeople to overwhelm their prospects with so much information that they simply get confused and decide to think it over rather than to buy.
We know that in the world of mattresses there is a lot of good stuff to talk about: the benefits of a great night's sleep; the various construction types; the differing comfort and support levels; warranty; specs; coil counts; why one brand is different from another; and so on. Here at Colonial, we call all that good stuff the candy.
The trouble is that there is an appropriate amount of candy that can help consumers decide which product is best for them, and there's a point where too much candy just becomes confusing and annoying. It's important always to figure out the needs of the consumer before baring them with features and benefits that may not solve the key issue that they were trying to fix, and the reason they went to the store in the first place. Once the mattress shopper's key needs are identified, it then becomes important to provide just enough information to satisfy those needs within the budget range they had in mind.
Top of bed displays are often the perfect place to spill a little candy. By that, we mean the key features benefits or selling points can be placed on the bed directly in a way that can be easily seen and that encourages the consumer to ask the retail sales associate for more help and advice. These key selling points can also remind the RSA to ask the right questions and find out the customer's true needs, so they can try out the beds that are most likely to be the best fit for them spilling a little candy, so to speak, on each type of bed display will help the consumer and the retail sales associates stay engaged and lead to more sales and more satisfied consumers.