The Path of Success Is the Path of Risk and Change
Mark Quinn: Extreme Team Leader
The biggest change I saw was in the attitude of the people involved. We had some real pushback from Keith about everything, from expanded pillow assortments to bed frame sku’s.
But once he saw how it was all coming together, the new look of the store, the accessory display, the adjustable bed setup, the new website, he finally had a change of heart.
And the sales team changed a lot too, especially in how they viewed themselves and their jobs. Before, they were all in the mattress industry selling beds. Now they really do see themselves as more of a consultant to their customer and as someone that is in the business of helping people sleep better/feel better by improving their mattress and sleep environment.
When you can give someone purpose like that, you will see results in their work. read more
In addition, the sales force at Bedzzz is very proud of their new environment and the way their stores look. It is new for them and it has given them new life and a positive attitude in a down economy. I have heard many of them say that they are happy to see Keith doing this for the business; mostly at a time where change can be even more of a risk than usual.
The bottom line? Good products at good prices are the price of entry these days. But if you really want to win the business out there, you have to consider everything you are doing. The battle for bedding consumers hard earned and well-guarded money cannot be won with old assumptions. It’s time to try something new. Something proven.
Most of the time, that means change. It means risk. It’s never easy.
But you don’t have to do it alone.
This is what we can show you. This is what we know how to do. This is your chance. Makeover your store. Contact us today.
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When You Know Where You’ve Been, You’ll Have Confidence About Where You’re Going
Brian Croft - Director of US Retail Sales
It has been a few months now since the Extreme Project started and many changes have been made.
The stores look great and there are many new tools to increase average ticket and make the doors swing more often.
The biggest tool we gave them was the scorecard. Working with Bedzzz Express we created a scorecard of their past results so that we could have a baseline to determine actual opportunities. It was not surprising to anyone to find out that while they had done a great job with the attachment rate of mattress protectors since there had always been a lot of focus and training on them, they had a lot of room for growth in the attachment rate of all of their other accessory items. read more
Once they put a focus on those categories and grow them to the performance they experience with mattress protectors, their average ticket should dramatically increase, which will make a major difference in their overall revenue.
We will support them with heavy training, and coach their leaders with best performance management practices.
If they correctly utilize the scorecards, it is not uncommon for performance to nearly double in businesses that have never kept score before within the first 90 days of keeping score. The key is staying consistent and making it a top priority.
But we found the biggest difference was in the attitude of everyone involved. Keith and his team at Bedzzz Express are now much more energized and excited about their business than they were when we first met them. Many of the salespeople have told us that they find the new culture and products to be refreshing, and are more motivated now because they know what they are working toward.
One of the salespeople told us that he is proud that Bedzzz Express is not trying to be like their competition anymore, and is instead the trendsetter for all other bedding retail stores in the area.
The reaction of Keith, and everyone on his team, makes us very confident that they will experience great success in the months to come!
Herman Tam - Head of Marketing, Consumer Products Group (Sleep Related Products and Accessories)
In the beginning, Keith was very resistant to the idea of selling sheet sets and pillows. It was literally a leap of faith for Keith and his sales team to trust the sales training we gave them. But after we set up the POP Display and they put the training into action, sales started coming in - exactly as we told them they would! It works like a charm.
Now all the sales people at Bedzzz Express are excited - they all want to get their hands around our sleep accessories! One of the Bedzzz Express sales associates even told me that he has been selling more pillows and sheet sets than ever before.
Keith, to say the least, now has a much better understanding and appreciation of our Retail Solution, and has totally bought into the new way of presenting and selling sleep accessories. In fact, he’s been so enthusiastic, he’s been asking us repeatedly to get his remaining four stores set up to sell sleep accessories ASAP.
We are happy with the way things have worked out for Keith!View the Products & Training Results >>
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A Collabrative Effort to Shape a New Message Brings Real Results
John Walsh - Director of L&P Creative Services
The four stores we renovated took on a completely new and improved look. Gone was the clutter and the bare walls. The new colorful banners (in both words and visuals) now reinforce the benefits of sleep and create an elegant, “custom” look for Bedzzz Express. Their Triple Z Guarantee is now displayed on a large banner in the center of their stores - allowing the customer to easily see this benefit and the RSA to use it as a selling tool.
Their new logo, business cards, lamps, tables, Triple Z table tents and “sale” balloons all add to their custom branding. It’s a consistent look that belongs to Bedzzz Express and it’s both recognizable and memorable to the consumer who may have shopped with the competition. The new atmosphere “elevates” the perceived value of their products and is seen as “homey” and comfortable. The “Sleep Well Experience” Brochure also elevates the selling process and positions their sales force as a retailer who cares about the customer’s quality of sleep. read more
The newspaper advertising is now different from what Bedzzz Express has done in the past. Without sacrificing the product, the prices or the current promotions, the benefit of sleep message is now prominent and the ads are different from the competition. Initial reaction from competitors, the local newspaper and internal staff has been very positive. The Bedzzz team knows they need to begin measuring the coupons we’ve incorporated to fully understand if this change in format is effective.
The physical changes in the showrooms are hard to measure but we know that it’s made a very positive impact on the general morale of the RSA’s. The atmosphere has created excitement, a sense of positive change and enthusiasm. The RSA’s are “jazzed” about this new environment and the professional Home Collection display. The energy, enthusiasm (and outlook for the future) is very positive after these elements were put in place and the impact they’ll have on increased sales. The RSA’s are glad management is investing in the changes needed and there is a renewed sense of optimism.
Customers who have not visited the showrooms in awhile have noticed the improvements and have commented on how clean, updated and better they look. The “Sleep Well Experience” Brochures are being used by most RSA’s. Some (with 20+ years of selling experience) are tempted to return to their old approach but do realize that the brochure can help them. The consumers see this selling technique as caring, informative and unique - all contributing to their decision to buy from Bedzzz Express.
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Our Web Based Solutions Created Measurable Results that are Driving New Sales Opportunities
Tom Hawkins - Director of L&P Internet Solutions
When the makeover was complete, there was a lot of excitement about the new in-store sales tools being provided, and just as much excitement about the new website.
At first there was some definite pushback. It is not easy to change from the old practices that your peer group uses to a new philosophy until you can see overwhelming results a new marketing centric site will bring to your business.
Jerry and I had many discussions about what the goals of the site were, and the best method to achieve those goals. read more
But the discussions were just as important as the site itself, because in order to maintain the site and benefit the most from it, Bedzzz Express had to feel ownership of the site, and have confidence that it was working for them.
So after a lot of negotiation, compromise and patience, common ground was found and a site was created that achieved the best for Bedzzz Express in terms of design, function, and marketing strategy.
When the final site was launched, I received nothing but great comments from the sales employees and franchisee’s, even from Jerry.
Jerry deserves major kudos for listening to the data and research we provided.
Read the Public/Earned Media Reveal >>
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A Change of Attitude Can Have Lasting Changes in Your Community
Mary Leigh Wallace - Vice President of RLF
In our efforts to increase awareness of the Bedzzz Express story, we pitched the Birmingham Business Journal which wrote a story about the events of the Extreme Retail Makeover.
After the story was published, Keith was surprised by how much feedback he’d received as a result of the article. Friends, neighbors, industry colleagues - they all called to congratulate him and to talk about his story. I think when that happened, when he saw so much come out of one story, he realized the power and influence of the media, and as a result he was very open to continued media efforts. read more
So we reviewed Keith’s PR toolkit provided by RLF. We went over each section and he asked the type of questions that told me he was interested in the details of how to pull this off.
And that was the biggest change, Keith’s attitude. When we met, Keith was focusing solely on print advertising for his marketing efforts. He had never done any media relations work, and it was tough to get someone who makes their living off of sales to see the real value in PR, because results aren’t instantaneous.
But Keith is fired up now. There are still a lot of changes that have to be made, and most of it will have to come from Keith. He has to make a commitment to tell the Bedzzz Express story to the media or delegate that responsibility to someone in the corporate office.
If he does, and Keith continues to follow the editorial calendar (next month he is scheduled to issue another press release) and the templates we helped him with, it should be just a matter of time before Keith starts seeing solid results.
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