In an increasingly digital world, the humble phone call might seem antiquated. Yet, for independent mattress retailers, it remains one of the most powerful, and often overlooked, tools for converting curious callers into paying customers.
Every ring of the phone is an opportunity, a direct line to a potential sale that, if handled correctly, can be a game-changer for your bottom line.
Here’s why answering the phone with purpose and precision is paramount and how you can turn every incoming call into a significant step toward a sale:
- The personal connection: Give and get their name. From the moment you answer, make it personal. “Thank you for calling [Your Store Name], this is [Your Name], how can I help you?” Once they introduce themselves, use their name throughout the conversation. It builds rapport and shows you’re paying attention. Ask for their name if they don’t offer it. “May I ask who I’m speaking with?” is a simple, effective opener.
- Become a fact-finding maestro. Don’t just answer questions; ask them. What are they looking for? What’s their budget? What size mattress do they need? Are they replacing an old mattress or furnishing a new room? Do they have back pain or other specific needs? The more information you gather, the better equipped you are to guide them to the right product and, ultimately, close the sale.
- Navigating to your door: Landmarks are key. “Our store is located at [Address], right next to [well-known landmark – e.g., ‘Starbucks,’ ‘Target,’ ‘the big red sign’].” Give clear, concise directions and use recognizable points of interest. Don’t assume everyone knows your street. The easier it is to find you, the more likely they are to show up.
- The Power of the appointment. While not every caller will commit, always offer to set an appointment. “Would you like to schedule a time to come in so I can dedicate my full attention to helping you find the perfect mattress?” This creates a commitment, reduces walk-ins who might just be Browse, and allows you to prepare for their specific needs.
- Lead with value: Quote lowest cost options. When asked about pricing, always start with your most attractive, lowest-cost options first. “We have a fantastic queen mattress starting at just $X, and it’s incredibly comfortable.” This sets a low barrier to entry, gets them in the door, and allows you to upsell once they’re on the showroom floor. Never start with your most expensive items; it can be intimidating.
- Unlock purchasing Power: Offer the longest term financing: The biggest hurdle for many mattress purchases is the upfront cost. Proactively offer your longest-term financing options. “Did you know we offer 0% financing for up to [X] months?” This transforms a large lump sum into affordable monthly payments, making the purchase seem much more manageable and within reach.
The phone is not just a customer service tool; it’s a sales funnel. By mastering these techniques, independent mattress retailers can significantly boost their conversion rates and ensure that every ring of the phone contributes directly to their bottom line.
