The Story: Reveal

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.

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!

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.

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.

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.