Study In Durability and Comfort

Obviously, Wolf and Cohen are very interested in helping futon and bedding shops sell this category successfully. Our conversation eventually turned to the following question, "How do you sell this product and where does it go on the sales floor?" My question to Wolf was what separates the successful retailers from the marginal ones. His response centered around a commitment to the category at every level of the sale. "Retailers need to gain an understanding of what this product can do," said Wolf. He related a story about the typical, obligatory dialogue between the salesman and the customer. The salesman says "Can I help you?" and the customer says, "No I'm just looking." Both have done their job but nothing has been accomplished. "The retailers we see succeeding with this category are the ones who are making the commitment to understand it, give it the proper amount of floor space and sales train their staff." Wolf related a story about on of the company's rather diligent sales rep who happened to be checking out a mass merchant.

The rep was in a store and watched as a couple looked at a bedding and futon frame on the floor. As they discussed their options the rep stepped in and asked them if they had any questions. He showed them the product's features and benefits and they decided to buy. This event caused the rep to see if his salesmanship had made the difference. While he was there two other shoppers listened to his story and took product to the register. As he stood by and refrained from talking to anyone they invariably walked away without making a purchase. "This should encourage specialty futon shops to work hard at selling and also tell more traditional bedding shops what they have to do to see this product move," he said.

Wolf also warned about short sightedness when we discussed the issue of the industry protecting its long term viability and growing at the same time. "This industry needs to face up to its own difficulties and work through them, and not try to hide them under a bushel. We must not try to "fake out" our customers into buying a product that provides a short term profit for the dealer and a long term liability for the consumer. Steering clear of this is the answer to both protecting our industry and providing for its growth," he said.

Wolf added that the industry doesn't need more variety as much as it needs products that are made better. Better bedding products that transcend the "price only" issue, products that provide what people want, real comfort and real value. "This industry needs to look outward towards the consumer and provide great products that don't focus on price. If we do this we will grow. On the other hand if we look inward, at each other, and decide to see if we can make it five dollars cheaper than the other guy, then we will lose sight of what the consumer came to us for in the first place," said Wolf. Wolf and Cohen are convinced that real comfort and real value are integral to the long term viability of the category, and they are committed to delivering just that.

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