Walk into any mattress or furniture store and one of the first things you'll see is a cutaway corner of a mattress showing you the innersprings or foam that make up the mattress. Stay a little longer and the salesman will start explaining to you about memory foam and innersprings and gel. They love to talk about gel and how it will keep you cooler at night. But is this really what you want to hear about? Do you even know what gel is?
According to a recent poll by Furniture Today, only 31% of consumers say that the construction materials of their mattress are important to them. While most people do want to know what their mattress is made of, its really more out of curiosity than out of actual interest. Yet construction materials is something that these stores always stress and show in their advertising.
For the most part consumers don't really know a whole lot about construction materials, and why should they, all they really want is a good night's sleep. Consumers are much more concerned with more practical aspects like sleep, comfort, durability, and support. These are the things that really matter to them, after all, it doesn't really matter how many springs or how much gel is in your mattress if you can't get a good night's sleep on it.
However, according to research, 31% of bedding specialists always feature construction material in the advertising while 69% of them always talk about it on the sales room floor. For those that don't always tout the materials, they all say that they sometimes tout the materials. These numbers go down a bit when you move to furniture stores. Only 9% of furniture stores always feature materials in the advertising, while 35% of them never feature materials. When you get to the sales floor only 54% say they always tout the materials, with the rest saying that they only sometimes tout the materials.
According to Bob Muenkel, director of sales education and development at Serta, "[consumers don't] need to know every nitty-gritty detail", the key is to "keep it simple, less is more".
If you need to focus more on reaching out to your customers, give DSA Factors a call today. Let us factor your accounts receivable and improve your cash flow so that you can focus on what really matters.
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