This week we consider the art of making the sales process a personal one. Yes, you've got to focus on her, the female consumer who makes most of the purchase decisions when it comes to mattresses.
One way that retailers can meet female consumers' needs is by serving them with female sales associates. Our research shows that mattress retailers believe that female RSAs are more effective in selling to women. Yet our research shows that most bedding specialty stores are dominated by male sales forces, thereby making it harder for those retailers to reach key female consumers.
Changing that dynamic won't be easy; it will take years of deliberate work by bedding retailers to add significantly more women to their sales floors.
In the meantime, wise sales associates can take several steps to better connect with female consumers. A leading female retailer recently presented a powerful outline that all retailers can follow, one that emphasizes the importance of focusing on females:
Be respectful of her time.
Be respectful of her questions and comments.
Watch her body language.
Present a sparkling clean, friendly showroom.
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