Weekly Better Bedding Selling Tip #9 -How long should a mattress last?
Furniture World Magazine
By Gordon Hecht
By Gordon Hecht & Denny Bradford, Ashley Sleep
How long a mattress should last is a question that even the most educated salesperson or product designer can’t answer. How long it lasts depends on factors that can’t be taken into account when designing a new mattress system. We can calculate the physical durability of a given system but how long it lasts is dependent on the end user which is the customer. What does “last” mean? How long is it providing support? How long does it keep its shape? How long is it comfortable to a customer? There are many factors that affect the mattress set.
The internal components and quality of components is the most commonly measured. But what about when the customer feels that it no longer is providing the comfort and support that they feel is needed? Is it always the mattress set that is breaking down?
As people age, bodies go thru stages that change our comfort levels. People lose weight and gain weight. Some may acquire ailments that may have a direct correlation with the quality of sleep. A sleep surface that does not relieve may intensify discomfort.
Bedding experts like the Better Sleep Council and Consumer Reports agree that individuals need to re-evaluate what they are sleeping on every 5-7 years. This is because human bodies go through changes every 5-7 years and the current mattress system may not be providing the support or pressure relief that our bodies require. About 85% of your customers are sleeping on a sub-standard sleep set. In other words-their mattress is not a support level or comfort level that the customer needs NOW
To answer the question, “how long should a mattress last?” –It’s as long as it is comfortable to the customer. If a customer has a mattress 6 months, is not sleeping well and does not feel the support that they need then it’s time to change the mattress!
Next Week-The Eight Features that are Most Important to Your Customer
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