Tempurpedic

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The Sleep Squad revolutionizes how mattress selling is done. Customers don’t come to the store, the store comes to you. The Sleep Squad showroom is found in a van that moves around the Chicago area. It’s an idea welcomed by mostly the design conscious, according to Furniture Style, who interviewed Sleep Squad’s owner, Michael Cote.

Some excerpt to that interview:

FS: You mentioned that consumers don’t like testing a mattress in a public setting. How does Sleep Squad’s experience differ?

Cote: Our employees leave the “showroom” between showing each mattress. We used to have a lot of customers say, “Oh, you don’t have to leave, I’m just going to try this for a second.” When we explain that our policy requires us to leave, the average amount of time spent testing a mattress goes up dramatically.

FS: Winters in Chicago can be cold and slushy. Does that help or hurt your business?

Cote: We thought weather would be a bit of a deterrent, but it actually works in our favor. People would rather research online and have us come to them than head out to a store. We’ll shovel the sidewalk right up to the customer’s front door.

FS: How many mattresses can you show on the truck?

Cote: Because we ask so many questions when the person is scheduling an appointment (either by phone or e-mail), we’re able to get the customer a mattress that he or she will love in only three tries. This is true for 97 percent of our sales.

But we can fit 28 different models in the showroom at one time, and when the situation warrants, we’re happy to do it. But Merchandising 101 tells us that people want a good-better-best or silver-gold-platinum story; that’s how we make choices. We don’t try to limit the selection to three mattresses for our convenience—like everything else, we do it for the customer.

You can read the full story here.

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