Weekly Better Bedding Selling Tip #1 - Who is the Bedding Customer?
Furniture World Magazine
By Gordon Hecht
By Gordon Hecht and Denny Bradford
It’s easy to say that EVERY Customer is a Bedding Customer. The fact is that 85% of the customers who are walking into furniture stores today are in need of a new Sleep Set. Their current bed is too worn, too soiled, too hand me down, and it lacks comfort and support.
Customers who are shopping for Bedroom Sets are obvious candidates for a new sleep set. What about your Living Room and Dining Room customers? 85% of them need new beds too! And no Store has a law against selling a sofa, love seat, and a mattress!
Chances are good that your next recliner customer is in immediate need of a new sleep set. Ask them what kinds of things they like to do in their recliner and they will tell you “Watch TV, have a snack and a beverage, and…take a nap”.
Customers who nap during the day may be suffering from sleep deprivation. Some will even tell you that when they can’t sleep in their bed, they move to their recliner. This is your cue to invite them into your sleep solutions area, also known as the bedding gallery.
Next week… How to Get Customers into the Bedding Gallery.
This series is written by Gordon Hecht and Denny Bradford, Ashley Sleep Directors of Sales. To comment or ask a question on any of the bedding tips in this series, contact Gordon Hecht at firstname.lastname@example.org.
Gordon Hecht is a 35+ year veteran of the Furniture Business, starting as a delivery helper in Las Vegas, NV. He has served as a Regional Manager and Director of Training for a large Midwestern chain. Currently with Ashley Sleep division of Ashley Furniture Industries, Gordon travels the East, Midwest, and Canada training retail sales teams on selling bedding and works with store owners to maximize sales. Gordon resides in Columbus, OH with his wife, and has one adult son.
Denny Bradford started in the bedding business as a store manager for a Texas based waterbed dealer. His 18 years of sales and management experience includes directing a seven-store bedding chain and serving as Bedding Director for a Dallas based retailer. Denny covers the Western US and Canada for Ashley Sleep. He resides outside of Dallas, TX with his wife and son.
Gordon Hecht is a Growth and Development Manager for National Bedding Company’s America’s Mattress stores, nearly 400 locally owned and operated bedding stores across the country selling Serta-branded and America’s Mattress-branded mattresses. He started his 30+ years experience in the Home Furnishings industry in Las Vegas, NV as a delivery helper and driver.
He has been recognized for outstanding sales and management achievement with several organizations including Ashley Furniture HomeStores, Drexel-Heritage, RB Furniture, Reliable Stores, and Sofa Express. He has served as Store Manager, Multi-unit manager and National Director of Sales. With his first-hand knowledge of our industry’s front line, Gordon has devoted his career to guiding others to exceed their goals.
Joining National Bedding Company in 2014, as part of the Serta Retail Concepts Group, his goal is to grow America’s Mattress stores into one of the fastest growing bedding retailers in the country.
Co-author of the “Better Bedding Selling Tips” featured on Furniture World Online, Gordon has been a frequent contributor to company newsletters, and contributing writer for industry magazines.
Read other articles by Gordon Hecht