Your pillow is 25% of your overall sleep experience. Check out the video to see how I got to that number.
When people shop for a mattress they often underestimate how important a pillow can be. It is our job to make sure they understand that the pillow is in many ways as important as the mattress itself. After all, your pillow is responsible for supporting one of the most important parts of your body, your neck. If you’ve ever woken up with a kink in your neck, you agree that a stiff or hurting neck will affect your whole day.
It is also important to note that if your customer keeps the same pillow as they are testing out mattresses, it will be much easier for them to determine which mattress will be right for them. Switching pillows from bed to bed allows for an extra and unnecessary variable that can make selecting a mattress even more difficult.
When you fit your customer to their perfect pillow in the beginning of your presentation it will also build value in your pillows allowing your to have a better chance of selling the pillows as opposed to giving them away with the purchase.
Fit your customer to their perfect pillow before your start your mattress presentation. This will give your customer a better experience and will allow you to help them make a better buying decision.
Question: What is your favorite way to explain how important pillows are?
Great Article Douglas! Introducing the pillow early in the sale is not only key to increasing your pillow sales but more importantly when your customer uses the same pillow when selecting their mattress, the chances of them choosing the right mattress dramatically increases.
Thanks Pete!
The pillow is an essential part of the mattress sale.Match the right pillow to style of sleep and the mattress is automatically more comfortable to the potential customer. I have witnessed top performing sales people that intentionally match the consumer with the wrong pillow until the customer tests a more expensive mattress. Automatically the more expensive mattress is the clear choice for the consumer. Also by properly matching the pillow/mattress/sleeping style the average ticket will increase!
Thanks for your insight Barrie. Very good points!
I love this video and the Mercedes analogy. I believe a greater importance should be placed on the consumer’s use of a pillow while making a buying decision. It is far too easy for mistakes to occur without it. I liken it to when you shop for shoes. Consider what would happen if you attempted to buy dress shoes while wearing athletic socks. It’s likely that you would buy too large a size. Walking around in those shoes would lead to blisters and dissatisfaction with the purchase. Using the wrong pillow, or no pillow at all, while trying to select the best mattress solution, is also going to result in unhappy customers.
Properly fitting your customers for the right pillow will increase closing percentage, purchase price, and satisfied sleepers.