I can also tell a premium mattress from a smooth top. I have slept on both and know the difference. So can our customers, if we are smart enough to have them test our mattresses properly while they are in the store. Mind you, I'm not out to embarrass those who make that remark, but I am wholly convinced that consultants like John F. Lawhon are right on the money when they say that our job is to provide the customers with the information they need in order to make the best buying decision. I do so by way of an analogy or comparison.
All customers drive or are driven to our stores in an automobile.
Often we get to see their cars parked right outside our stores. And on and on. Next I ask them if the one they bought was the only car that had what they were looking for. I then ask them if the other cars they looked at had at least some of the things they were looking for, but not all of the things. Again they nod.