NOBODY SELLS THE SET ANYMORE.
It seems ridiculous, given the level of support among RSAs for steel foundations. But we see evidence that some of you focus on the mattress itself, and never even get to the foundation. That means ignoring the immense value your customers see in a steel foundation: in silence and support, and especially in durability.
That's building value in only half the product. Why? Especially when it's so easy to sell the whole package?
You can make the point about steel with your customers with very little investment of time.
Simply Sell Steel
Do you need to spend 10 minutes talking about the foundation? No, and you shouldn't, because your customer's primary concern is comfort. And while a steel foundation adds to support and comfort, that's not its main value.
However, it is a big mistake not to address the durability portion of the "Comfort - Support -Durability" equation. Durability is absolutely one of the top factors for your customers in making this purchase, and Steel says durability.
So what do you do? Simply Sell Steel. And by simply we mean - just mention it.
Tell your customer that her bed is going to last a long time because it is supported by a foundation made primarily of steel. Anyone is going to easily relate to that point.
Wood Suffers by Comparison
And it suffers even if you don't mention wood at all!
We all know it. Wood build up foundations have always been merchandised on the low end of a bedding brands line. Wood is the cheapest, lowest cost way there is to build a box spring. Wood build up foundations can crack, break and make noise. Your customers know this. Consumers know that steel is stronger than wood, and they want to buy a product that will last them a long time.
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