How Do I Get More Door Swings?

The truth is, running a mattress store is downright depressing when your door swings are low. Most mattress stores report getting around two door swings per day. Many go days without seeing a single customer. I get it. It’s hard to stay positive when your business feels like it’s at a standstill.

Problem

The problem is, customers are bombarded with new products every day. So when we talk about our products, we lose their attention. Why? Because customers don’t want to buy your product.

Can you blame them? You do the exact same thing: Lowe’s advertises water heaters every single day. New features. Wifi enabled. Continuous water. Blah, blah, blah… and the truth is, you ignore them. Until your water heater busts and you’re forced to take a cold shower every morning. Suddenly, you have a problem that you are very motivated to fix. (You are not excited about buying a new water heater, you’re excited about taking a hot shower again). You only care how Lowes can solve the problem that’s most important to you. And that’s hot water. 

Your customers don’t care about your products… features like coil count, memory foam, adjustable bases, blah, blah, blah.

They care about their problems and how you solve them.

When they come into your store, all they’re thinking about is,

• Their back ache and shoulder pain

• How lonely they are with their partner sleeping in the recliner…again

• They slept horribly last night

• How their husband’s snoring kept them up all night

Customers want to know, "Can you solve my problem?" 

Solution

So, what do your customers want to hear from you? How you can solve their problem.

Instead of focusing on the features of your mattresses, focus on how your product can solve their back pain, their partner’s snoring, their discomfort, and more. Speak directly to what’s keeping them up at night—literally—and show them how you’re the answer they’ve been looking for. Be confident: you have what they need.

Success

When your customers can plainly see how you can solve their problems, they want to buy. Because you’re not selling them a mattress— you’re offering them the ticket to a great night’s sleep.

But here’s the key: When they walk in, you have to be ready. You need the right sales process and a well-thought-out merchandising plan (don’t worry, we’ll cover those in future posts).

Now What?

Take five minutes right now and write down how your business uniquely solves your customers’ problems. Picture your ideal customer. What are their problems? List their sleep issues and jot down a short sentence for each explaining how you solve that problem. 

Now, pick one issue and create a quick social media post, email, or text message that’s focused on the customer’s problem and how you’re the solution. Keep it short, simple, and direct.

Examples:

• Social Media Post:
   We know not sleeping well every night is exhausting and frustrating, that’s why at (business name) we take the time to understand your sleep troubles and then custom-fit you to the mattress that will ensure you get a great night’s sleep.

• Text Message (To a potential customer who didn’t purchase):
  Thanks so much for coming in a few days ago, I know not sleeping well can be very frustrating and that’s why we custom fit you for a mattress that will solve your sleep problems. Are you ready to take the next step?

Are you ready to increase your doorswings? 

The first step is helping your community understand how you solve their problems. 

If you need help clarifying your marketing messaging, our team is here to help. To get started, schedule a free discovery call with Trellis Marketing.