So You'll Always Be Prepared

Because Futon Life & Living Spaces is fundamentally a retail education resource, as well as a news source, we will publish a series of educational primers beginning in our next issue. Each primer will provide concise, specific and definitive information on topics that sales associates ought to know. The primers will be short enough to read in one sitting (during a coffee break or at lunchtime) yet will be extensive enough to provide sales associates–and yes, buyers, managers and owners, as well–with the important practical knowledge that Ms. Consumer wants and expects at the retail level.

The retail sales associate is the key connection between the manufacturer and today's sophisticated futon buyer. When Ms. Consumer walks into the futon store, it's a crucial bottom-line moment. She has done her homework, browsed the shelter magazines, researched color, style and futon fabric, and has a vision for her home. She has reflected at length–and perhaps has even visited other futon stores–on exactly what will look good and feel good in her living space.

An educated, attentive and astute sales associate who can relate to the futon buyer on her level has incredible value. When Ms. Consumer walks through the door, it's all about–and only about–being prepared to sell, and that preparation needs to cover several disciplines.

Product knowledge is foundational. Today's best associates know everything there is to know about the products themselves, but even more they understand the basics of brand marketing and brand equity, and how these powerful market forces translate into consumer mind share. These market savvy communicators know the latest details about the marketing strategies of the futon manufacturers whose products they sell, and they understand how to best communicate the key messages of those strategies to the targeted futon buyer. Product knowledge is fabric, foam and wood as well as a measure of psychology, marketing and customer demographics. The associate who understands these complexities and how and when to best apply them on a case by case basis will sell more, more often.

Our Winter '06 issue will kick off the series. Bedroom Primer: Style Encyclopedia will discuss furniture styles ranging from colonial to contemporary. Bedroom Primer: Furniture Construction in Spring '06 will cover joinery, finishes and hardware. Soft goods will follow in Summer '06 with Bedroom Primer: Soft Goods Fashions. And look for subsequent issues to contain primers about fabrics, color trends, business issues, ready-to-assemble furniture and other important topics.

Past primers continue to be very popular. Our Futon Primer, first published in 1990, is still one of our most requested. Both retailers and consumers refer to our online version continuously. (Our website gets an average of 25,000 unique visitors per month.) The Futon Primer is online here. Our new Futon Life & Living Spaces website, currently in the planning stages, will contain the most extensive online primer library anywhere.

Today's consumer is making up her mind based on information more in-depth and diverse than ever before. Our primer series will help the retail sales force understand what she's thinking, why, and what she intends to do next. They'll be able to ask her better questions, give her better answers, and provide the pertinent advice that will persuade her to make a purchase she'll love. They'll be prepared. Look for our first installment in the next issue.

FL