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With a career spanning over 40 years in both retail and wholesale furniture and mattress industries, Pete Primeau shares his insights on sales & marketing. Regularly joined by guests from a variety of industries, this show is not just for those in the mattress and furniture business - but for any business owner or sales professional.
Episodes
Sunday Jun 07, 2015
Sunday Jun 07, 2015
Doug Stewart and I interview The Master Nat Bernstein. Nat is a true thought leader in the mattress industry. He has pioneered new selling systems that became industry standards including comfort selling and comfort technology selling. Nat helped a retail salesperson who wanted to become a sales rep achieve his dream. Nat's coaching and insights are invaluable. That salesperson was me in 1991. I will forever be grateful to Nat not only for his ability and intellect but for his kindness and compassion. Anyone who needs a true expert and a consummate professional should email Nat today! His email is bernsteinnat@gmail.com.
Nat explains how product, training, and advertising work together to build a profitable business. His #1 recommendation is to decide who your customer is and build your merchandising around that consumer.
Nat gives vey specific recommendations to properly focus your merchandising. He describes the secret to great POP and displays.
How your displays affect you effective your RSAs can be.
Nat shares a true story about why every customer should be shown the best even if you don’t think they will buy it. You will never forget this story. You should share this with all your RSAa!
The importance of educating the retail salespeople why you carry the products you do and how they benefit the consumer.
Nat encourages a comfort technology test for today’s retailers and consumers to start the selection process for all consumers.
He coaches RSAs as to what they should never say to a consumer.
Nat recently visited a retailer who had the consumer pick their pillow first and the customer then selected the mattress with the same pillow. He felt this was a great approach and encourages all retailers to use this approach.
Nat reveals his secret to properly displaying an adv mattress so you don’t sell it.
He defines poor merchandising with an example.
Nat discusses hot products and hot lines and why every retailer needs to know their business not only by skus but also by size.
He discusses the importance of bringing in the right customer for your store. When Nat owned his stores he wanted the department store customer so he studied everything they did and found ways to attract that customer and the out service the department stores with fast deliver.
If you have questions for Nat or want to hire Nat please send him an email at this address bernsteinnat@gmail.com.
Nat isn’t finished yet. Join us for Part 2 of this interview on Episode 015. As you noticed Doug and I were unusually quiet during this interview. Between the two us we took over seven pages of notes. Thank You Nat for letting us sit at the feet of the master!
Thursday Jun 04, 2015
Thursday Jun 04, 2015
In this episode you will learn;
Why list building is important.
Don’t Play in someone else’s sandbox.
The cautionary tale of My Space.
How To Build a List.
How Lead Gen magnets work to build a list. Lead Gen Magnets allow you to get a customers email and possibly additional information in exchange for relevant information that you provide for them that they find valuable. It could be a PDF, a checklist, FAQ PDF, a video, or an ebook. You can even offer a physical book in exchange for their address and phone number. The way we recommend you do this you would already have their email.
How to develop a Lead Gen Magnet
Doug cites examples of lead Gen Magnets used in our industry.
He walks you through step by step on how to create Lead Gen Magnets specifically for your store.
The importance of Trust in selling and how a Lead Gen Magnet can create Trust and authority.
I discuss some other Lead Gen Magnets and the importance of showing customers that you as a store owner care about your customer.
Lead Gen Magnets can be used on the phone, on the floor, on your website because they separate your store from the competition and position you as the authority in your market.
I discuss the importance of over delivering on your Lead Gen Magnet. I use my own PDF as an example, “The 9 Biggest Mistakes Furniture & Mattress Stores Make & How To Avoid Them”. My dealers expect to get a one page PDF but what they get instead is a deep dive into each question with well over 50 ideas on how to make more money in a mini ebook which is 8 pages long. When you over deliver you create value. To get your FREE copy just go to peteprimeau.com.
Doug gives more ideas on providing extra value to your customers.
Pete shares a primitive Lead Gen Magnet that Kronheim’s Furniture used in the late 80s.
For more ideas contact Doug at furnishingresults.com.
Doug Stewart is speaking at this years Future Leadership Conference in New Orleans in September. He is the Director of Training For Mega Group and he is a certified Dale Carnegie Trainer. I call him The Giver because he is one of the smartest, most caring, and most giving people I know.
For complete show notes go here http://peteprimeau.com/episode-013-interview-with-the-giver-doug-stewart.
Sunday May 31, 2015
Sunday May 31, 2015
Tim is a sales rep in Canada for Kingsdown and is a social media guru who uses social media everyday. He also owns his own business called Sell, Lead, Succeed! Tim loves to help businesses to prosper through his expertise in selling, social networking, personal branding, and leading.
Tim starts off with a great tip for our reps that follow our audio lessons.
I ask Tim, “What are the biggest mistakes you see stores make with social media?”
His answers might surprise you! Tim encourages store owners to focus on getting customers to focus on getting customers off of Facebook and into your store.
Tim then gives three great tips to help any store or person be more successful when using Facebook or any social media.
I share with Tim one of my dealer’s nightmares on Facebook and how he took lemons and turned it into lemonade.
Tim analyzes what the dealer did right and then breaks it down into an easy step by step process that all stores can use in their own playbook for all social media. He also points out a fundamental mistake many stores make when they find themselves in this situation.
I don’t know how all this was packed into a thirty minute interview but it was! Tim also taught a social media 101 course explaining how likes, comments, and get notifications work on Facebook. Why they are important and how to get customers to do want we want.
Tim explains why leaving your equity on any social media is a big mistake. How to build a list on Facebook and why it is so important. He then offers his special sauce for success on social media.
Tim offers a very special event for a store to do when trying to create community with social media. Less than 5% of stores do a version of this. I’ve never seen any store do it exactly the way Tim recommends.
I then ask Tim to share his challenge in life and how he overcame it. Get the tissues out. This one is a tear jerker. I guarantee you will be motivated and pumped up to take on your day after listening to this.
If you want more of Tim, visit his website http://sellleadsucceed.com.
Sunday May 24, 2015
Sunday May 24, 2015
This is Part 2. Episode 010 was Part 1
I interview Jeff Gober VP of Sales at Latex International. Jeff has been in the foam business for over twenty years. If you have ever been confused by latex this is the audio lesson for you! Jeff answers question from store owners and RSAs. Nothing was held back in our interview. I asked Jeff a tough question that would generally be an out of bounds question that every retailer needs to know about.
Jeff answers Mindy’s question about explaining the difference between latex and memory foam.
He answers Bill’s question on why a mattress store should sell latex beds.
Jeff surprises me with several of his answers.
Do You Know These Four Presentation Techniques for latex?
Do You Know the Magic Number in Latex?
The Key To Successfully Training RSAs To Sell More Latex!
How My Partner Almost Made A Tempur-Pedic Rep Cry!
Jeff Talks About The Resurgence of Latex In The Last Two-Three Years!
Why Latex International Is Re-branding Itself as Talalay Global?
Why Talalay Is The Best Latex!
Don’t Miss This! Listen Now!
Did We Miss Anything? Got a Question? Email Jeff at jgober@talalayglobal.com
Tuesday May 19, 2015
Tuesday May 19, 2015
I interview Jeff Gober VP of Sales at Latex International. Jeff has been in the foam business for over twenty years. If you have ever been confused by latex this is the audio lesson for you. Jeff answers question from store owners and RSAs. Nothing was held back in our interview. I asked Jeff a tough question that would generally be an out of bounds question that every retailer needs to know about.
Jeff explains the difference between natural, synthetic, and blended latex. More importantly he explains the benefits to the consumer for each type of latex. There are three popular methods for producing latex to be used in mattresses. They are dunlop, continuous pour, and talalay. Jeff explores the benefits to the consumer for each method.
Jeff explains the quality control process at Latex International. He describes in detail the fallacy of companies who market pure latex. You need to hear this! Why it’s impossible for your customer to have an allergic reaction to a latex bed. This is Part 1 of 2. Join us for Part 2 on Episode 011. Thank You!
Sunday May 10, 2015
Sunday May 10, 2015
Mark talks about why he left a great job as the VP of Marketing at Leggett & Platt. He gives us an inside look into his new company. We get an update on his Sibose LLC including when the new product is shipping. My co-host Doug Stewart asks Mark some penetrating questions about which trends and fads impacted Mark’s decision to go forward with Sibose LLC.
Here is Mark’s description of Sibose LLC, ”We are in the business of helping people enjoy a better quality of life through better sleep. Our luxury line of mattresses are unlike anything in the industry and we hope to serve our new customers and the end consumer with products and services that far exceed any expectation.
We believe in making incredibly comfortable mattresses from natural materials grown on our own farm in the countryside of Yorkshire, England. Our unique story will deliver sales for our partners and a perfect place for our bed owners to dream huge dreams"
Mark was extremely engaging and excited to share with us some of the inside baseball at Sibose LLC. He defines his ideal retailer and even defines who isn’t a fit for him. Mark encourages dealers who are interested in Sibose LLC to email him at mquinn03@gmail.com.
Sunday May 03, 2015
Sunday May 03, 2015
I interview Paul Castain the owner of Castain Training Systems. He manages a group called Sales Playbook on LinkedIn with almost 50,000 members. He is an author, speaker, and thought leader in social media and sales. He wrote the book “Paul Castain’s Social Networking Playbook”.
Paul is also my sales coach and my friend!
He shares his 10 Big Things exercise which helps anyone to focus on the important projects and tasks at hand.
Paul talks about focus, personal improvement, and then he made me cry! He tells us about his riches to rags to riches story of losing a family owned business. He then lifts himself out of the shadows of despair and rises like a phoenix from the ashes to new success! He shares his visualization exercise that was inspired by a discussion with a family friend who gave him a wonderful gift.
Paul shares his 3 step formula. Paul holds nothing back in this 20 minute interview. Want more Paul? Just Click Here http://yoursalesplaybook.com.
Sunday Apr 26, 2015
Sunday Apr 26, 2015
I interview Simon Aronowitz “The Testimonial Guru” about testimonials and customer reviews. I have worked personally with Simon on my testimonials as well as other marketing strategies. He is a fantastic all around marketer as well as an expert on testimonials and consumer reviews as well as referrals. He is also the author of “The Untapped Goldmine in Your Business: Discover Testimonial Secrets That Will Skyrocket Your Sales”
I consider Simon a personal friend of mine.
Learn the #1 mistake businesses make regarding testimonials and customer reviews. Learn why your testimonial and review process cannot be an afterthought. Simon teaches the Big 4 Questions to ask your customers regarding consumer online reviews. Simon worked with me to develop my Bill of Rights for my dealers. Every business should have a Bill of Rights for the their customers.
I remember when Simon introduced me to my friend and thought leader in the furniture and mattress industry Jeff Giagnocavo at a GKIC conference. Simon does a deep dive into how to get consumer reviews to battle the potentially devastating effects of consumer review sites. He gives you the two questions that you as a business owner must ask yourself when you get a negative review. Simon holds nothing back including sharing his secret that he employs to make sure the 5 star consumer reviews are actually posted.
Simon also invites our listeners to continue the conversation after the podcast at http://www.fountainfeedback.com. Go there and download for Free Simon’s book “The 7 Fatal Mistakes Businesses Make With Testimonials”. While you are there contact Simon about his Free mastermind group coaching call.
For our complete show notes Click Here http://peteprimeau.com/episode-007-interview-with-simon-aronowitz-the-testimonial-guru/
Sunday Apr 19, 2015
Sunday Apr 19, 2015
Doug Stewart and I Interview Jeff Giagnocavo co-owner of Gardner’s Mattress & More in Lancaster PA. He also is the founder and owner of Infotail with his partners Ben McClure and Mike Capuzzi. He is a contributor to Furniture World Magazine. Jeff was a sales rep for twelve years before he became a successful mattress store owner. Jeff is passionate about helping furniture & mattress store owners be more successful. His business Infotail is committed to helping retailers reach their full potential. Jeff is also a winner of the coveted GKIC Marketer of the Year!
Jeff answers questions from our closed Facebook group called No BS Sales School For Furniture & Mattress Store Salespeople. If you are in the business and want to join our group you are more than welcome to join. While answering those questions Jeff reviews the four key tenants of advertising. He share specific processes he has implemented in his stores. He shares specifics on how you can measure your advertising. He explains how he protects his business from consumer review sites and much much more. Show notes will be published at peteprimeau.com later today 4-19-2015
Wednesday Apr 15, 2015
Wednesday Apr 15, 2015
Doug Stewart and I interview Mark Kinsley about Kippo shorts, hybrid mattresses, Sleep Geek, marketing and getting things done without driving yourself crazy. Mark shares his inspiration for developing his new Kippo shorts. He discusses innovation versus improvements. Mark asked himself the question “How can I make this experience better?” He suggests that this question should be asked everyday by our retail store owners, RSAs, and sales reps.
How the term hybrid mattress helped shorten the selling cycle at retail. How Mark used the platform Kickstarter to launch his Kippo shorts. To see Kickstarter in action and see Mark’s new shorts Just Click Here http://kipposhorts.com. He encourages us to find creative ideas to communicate quality and customer service to our retail consumers. Don’t be afraid to copy great ideas. Borrow from other industries.
Mark mentions several dealers who are using Sleep Geek University to help train their new RSAs. One RSA doubled his income after implementing what he learned from Sleep Geek. Doug implores everyone in our industry new or veteran to go through Sleep Geek University. Just Click Here https://www.sleep-geek.com.
Mark recommends two books that business professionals must read. They are “The 22 Immutable Laws of Marketing” by Al Ries & Jack Trout and “Positioning: The Battle for Your Mind” by Al Ries & Jack Trout. Doug recommends the book “Made To Stick” by Chip & Dan Heath.