From the Experts: How to Raise Your Attachment Rate
Nick Colello, Reverie National Director of Sales Training

To continue to bring you the best tips and tricks from the experts working in the field, we recently sat down with Reverie’s National Director of Sales Training Nick Colello to discuss some insider tips for selling Reverie power bases.

Nick joined Reverie in 2017 as a sales and support trainer, after previously working with Reverie partner Raymour & Flanigan for over a decade as a store manager and showroom manager. Since joining us, Nick has been on the front lines of launching exciting product changes and partnerships with Havertys, Rooms to Go, Raymour & Flanigan, Sleep Country Canada and many other retail partners.

For our first conversation with Nick, we talked about his tried-and-true methods for securing that most important metric to sales associates: a high power bed attachment rate. Here are his top three tips:

1. Show the power base to everyone (yes, everyone)

Perhaps Nick’s most emphatic piece of advice was “Show it to everyone!” The quickest way to raise your attachment rate is to cast a wide net. Nick warns sales associates against prejudging any customers shopping for a new bed as “unfit for a power base sale”—which he says is simply not an accurate statement about any shopper.

The idea behind this advice is simple: your customers don’t know about what you don’t show them, and you don’t know how a power bed can help your customer until you talk to them about it. Take your customer through the power bed demonstration: put them in the Zero Gravity position, turn on 3D-Wave™ massage on their legs, give them the whole experience, and let your customer be the judge of whether a power base is a good fit for them (hint: if you do it right, it will be!)

While we’re on the subject of listening to the customer…

2. Get customer feedback

While it may seem counterintuitive at first glance, Nick’s advice is actually to spend more time listening to your customer more than you spend selling the power base to them. All it takes is starting up a conversation, where your focus is getting feedback from the customer. This can be something as simple as asking them for their thoughts on a power base, how to adjust the bed so they find it comfortable, what aches and pains they feel at night, or if they read or watch TV in bed.

If a customer feels that you’re not taking their needs into consideration, they may be turned off from the sale, simply because they aren’t able to trust that you really have their best interest in mind. Nick stresses that sales staff should remember that it’s not always about clinching the sale right then and there—sometimes you’re just planting a seed. If you can have an open and helpful conversation with someone in the market for a new bed, then they’ll be able to go home and mull over the idea of upgrading to a power bed, which is something they wouldn’t have done if they hadn’t had their questions answered by you in the store.

3. Be relatable

Like we discussed above, every customer is fit for a Reverie power base—what you need to discern is the best way to sell it to them. Nick’s advice is to be relatable.

You should hand-tailor your pitch to your customer. Generally, a good tactic for where to get started is to look at the customer through the lens of their generation. If they’re a part of the Baby Boomer generation (currently 52 to 70 years old), you might stress the health benefits of Reverie power beds, and how soothing the 3D-Wave massage is. For Gen Xers (currently 39 to 51 years old) you might take an active lifestyle into consideration or they might be experiencing back pain for the first time and they could see an adjustable bed as a preventative health measure. If you find yourself talking with a Millennial (currently 23 to 38 years old), you may talk to them about how much of a lifesaver a power bed is when it comes to preventing back pain down the road, and how much easier it is to wake up on weekday mornings with the raise-awake feature.

Really what it all comes back to is that idea of listening to your customer. Find out who they are, what their sleep health is like, and what special circumstances may be present in their life that a power bed could assist with. If your customer mentions a particular soreness they struggle with, or that they enjoy frequent exercising, or that they have a snoring partner—these are all things that you can work with in your pitch. Remember: no one wants to hear the boilerplate speech—every customer wants to feel unique.

Stay tuned

Check back on the RPN for more great sales training content coming soon! In the meantime, make sure to check out the treasure trove of sales training docs and videos we have available on the RPN.