SNOOZE NEWS
stuff you can use Steven King’s
PUNCH LINE
Don’t forget to stay in touch No matter how pleased customers were when they purchased their great night’s sleep from you, they may have forgotten all about you. Six, eight, 10 years later, not only do they no longer know what they are sleeping on, but you are probably a distant memory. Don’t let that happen. You’re spending tons of money converting prospects to customers—now maximize your efforts. Here’s how: 1. Train everyone on your staff to secure customers’ email addresses and push them to get it done. There isn’t a cheaper way to stay in touch with your customers. Many of you already realize the value an email database adds to your business. Procrastinators, get busy. 2. Provide useful, ongoing information to your customer using emails, electronic newsletters, snail mail and newsletters. But remember, everything that you communicate to your customers can’t be advertising. Give your customer information she can use. For example: How to create the perfect sleeping environment. Foods that help you sleep better. Exercises that promote better health and better sleep. Studies regarding better health. New products that may be of interest to your customers, such as pillows, linens, protective pads.
3. When new inventory arrives, send out special invitations to your customers. Invite them to help you celebrate the exciting new mattresses now available. Explain in layman’s terms how they will benefit the customer, what makes them new, improved and revolutionary. Serve wine and cheese. Invite your guests to try the latest and best. Promote lots of schmoozing, heaps of fun. Focus on informal information, not on closing a sale. 4. Conduct or sponsor local events. Tying a local charity, sports league or cause gives you the “hook” you need to issue a news release announcing your special event. A community-based, public service tie-in improves the odds of your story getting picked up and covered by the media. 5. Become the “sleep expert” in your marketing area. Volunteer to speak to the Lions Club, Kiwanis, Rotarians and Toastmasters—clubs often need speakers to complete their meeting agendas. Offer yourself to radio and TV talk shows—health is always a popular topic. Keep it informative and tips-oriented. Just ask the show host to mention that you are a local retailer. Signs of an economic upturn are out there. Stay in touch with your customers so they’ll know where to go when they’re ready to buy again. Steven King is president of Steven King & Associates, a sales training firm, and the author of Money in the Mattress: The Sales Associates’ Guide to Premium Mattress Sales. Contact Steven at moneyinthemattress@hotmail.com; order his book at www.moneyinthemattress.com.
Consumer Reports
72% said new mattress improved sleep
C
onsumer Reports recently asked 17,444 online subscribers who bought a bed in the past few years about their satisfaction levels and published the results in the October issue. While most of the article concerned specific brands and retailers, it also included some excellent new data and messages for consumers. Here are some of the findings: ● 72% said their new bed improved their sleep. (“If yours is uncomfortable, consider replacing it even if it’s only five
8 SleepSavvy • October 2009
or so years old,” CR told readers.) ● 78% of those who spent more than $4,000 said they were highly satisfied with their purchase; 66% of those who spent less than $1,000 were also highly satisfied. ● Among those who said they had problems sleeping, 78% said that a new bed—any new bed—improved their ability to get a good night’s rest; 42% said the new mattress greatly improved their sleep. ● 72% of those who invested at least 10 minutes lying down on their side, back and stomach were highly satisfied with their mattress purchase compared with 62% who didn’t. ● Most respondents were pleased with their purchase experience. Seventy-one percent were very satisfied; 32% said they were completely satisfied.
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