10 Things RSA’s Should Always Say

In today’s world, mattress shoppers are emboldened because of the proliferation of choices of products and retailers, the abundance of online information and the influence of social media.

Shoppers are paying less attention to what retailers and manufacturers say, and instead, are consulting more with their peer networks and consumer review sites to determine what and where to buy. 

While we want our customer’s to always have a good shopping experience when they walk into the store, inevitably there will always be a couple unhappy campers down the road. Unfortunately for retailers, a report of even one bad experience can spread quickly to thousands through social networking. Social networks give those unhappy campers a loud speaker to voice their opinions. 

However, through conversation, RSA’s play a key role in helping shoppers determine where and what to buy, how happy they will be with the product and the shopping experience. It’s become cliche that “people don’t want to be sold; they want to choose to buy.” Rehearsed lines using rigid selling steps become stale and ineffective. People want unique experiences and they don’t respond well to canned presentations. 

Do’s and don’ts 

While rehearsed lines are not recommended, there are specific statements and questions that have proved to be effective. Conversely, there are those that have the opposite effect. Understand that some statements or questions aren’t necessarily bad, but there are other’s that are more effective. 

Finally, because rehearsed lines can become tired, RSA’s should reframe these statements using their own words and style. Vary them, rather than recite from memory. 

RSA’s Should Always Say: 

1. “How do you feel about shopping for a new mattress?” While this question may sound like an unusual question, many RSA’S have found it to be one of the most disarming queries they can use. Most shoppers let their guard down and say “well we’re not too excited,” “we don’t know where to start,” “we just want to get a good deal” – opening the door for the RSA to say, “I understand how you feel. That’s how most people feel and I am here to help you.” 
2. “Before we get started let’s talk about you first.” Most RSA’s jump right into the selling process. Switch the focus to the customer is the first step in developing a relationship and establishing trust with conversation instead of presentation. 
3. “Did you realize that each month we spend 10 full days sleeping on our mattresses?“ This question really puts the value on a mattress in it’s proper prospective. Especially when followed by, “mattresses endure more hours of wear than tires and last many years longer.” 
4. “How did you decide to shop with us?” It’s important to find out what draws people to your store to see if your advertising is effective. 
5. “Tell me about the mattress you’ve been sleeping on.” Learning as much as possible about a customer’s current mattress and experience is one of the best tools to determine success on a new mattress. People who ask for a pillow top may have had a successful experience on a firmer model. A good rule of thumb is to not fix what it’s broken. 
6. “Comfort is perceived as you first lie down; support comes into play over the night. Durability is measured in years.” Too many shoppers base their decision solely on comfort and price. It’s up to the RSA to explain the other gtwo aspects of a quality mattress. You get what you pay for. Better quality mattresses enable them to sleep more soundly for a longer period of time, and they don;t have to replace them as frequently. 
7. “What are your expectations for a new bed set?” The biggest cause of customer dissatisfaction, comfort returns and warranty complaints is not defects – it’s failed expectations. Asking questions and providing correct information will eliminate a great majority of returns. 
8. “Did you know that even a few extra minutes of deeps, restorative sleep every night will improve most aspects of your life?” Few consumers really understand the importance of a quality mattress as it relates to deep, restorative sleep and the benefits to their lives. teaching shoppers about the connection between quality mattresses and the quality of their lives will change the dynamic of the selling process. Many customers will switch their prospective from needing to replace a broken-down mattress to want to look and feel better. 
9. “Let em show you some great ways to keep your mattress clean and fresh to get maximum life and enjoyment from it.” Instead of approaching accessory items such as mattress protectors, pillows, frames, sheets etc., as add-on sales, be of service to your customer and help them protect their investment. 
10. “If you had to spend the night in the store, which one would you sleep on?” While this sounds funny, one RSA uses this approach after narrowing down choices. He says, “if you can tell that in a few moments, imagine sleeping on it every night.” Use your own creative to come up with some analogies or ways to help you shoppers understand the importance and benefit of choosing a quality mattress.  

Call it relational or consultative selling, but I call it “guided discovery.” Guided discovery is a give and take exchange of ideas and concerns, needs and wants; open-ended questions and answers; objections; and explanations. It’s discussions with individuals rather than presentations to shoppers. 

Listening is key. Instead of thinking ahead to what you are going to say next, RSAs should listen, hear, pause and consider before formulating a response. Closing a sale requires no technique or manipulation when the shopper feels they had their voice heard and validated.  

<Article Source: Sleep Savvy Magazine, “10 Things RSA Should Always say…and a few things better left unsaid,” by Gerry Morris. September 2013.>