As
consumers, most of us want to believe we are savvy enough to spot a real
bargain. We all want the most value for our money. We are aware that some
businesses will try to take advantage of us with all kinds of marketing
gimmicks
and other forms of misleading or false advertising. However, how well
equipped are we to protect ourselves from such practices? How do we know
whether
or not
we are getting a good deal? When it comes to purchasing bedding we don’t.
We
are basically clueless about getting the most for our money.
In the case of a purchase as significant as a mattress set, most of us,
especially
first time buyers, are uninformed as to what to look for in terms of firmness
of the
support system (super-structure), comfort layers (padding), quality
(features/benefits/warranty) and price (value for our money). We may give too
little consideration,
for example, to the type of support and level of comfort a
child requires
for healthy sleep. Even worse, we have little understanding of what
we require for
a restful and healthful night’s sleep.
Without any frame of reference, some consumers begin by looking through advertisements offering enormous discounts, sale
prices and other special deals. We have no way of comparing names of models, respective quality levels, or even
what is included in the price. We are
drawn to discount bedding chains and
department stores like so many Lemmings to
a cliff. We are overwhelmed by the variety of name brands, off-brands, models and
price points.
More often than not, we end up buying a bed set based upon the recommendation of a commissioned sales person who swears we are getting
the
deal of a lifetime. All the while, the real agenda is to sell us the mattress
set with
the highest commission rate, and most lucrative spiff program (bonus).
Many more
of us may feel satisfied that we are getting a great deal simply because
a mattress chain’s advertisement claims to offer sale prices of "up to 65
percent off
department store regular prices." In most cases department store regular
prices are so grossly inflated that 65 percent off their regular prices is still
much greater
than the quality level the mattress set calls for. Read the department
store’s
disclaimer and see for yourself what regular prices really means.
Fortunately for New Jersey area residents, there is a place to shop for
your new
mattress set, brass, iron or wood bed, futon or custom-color ceiling fan.
The
prices are clearly stated in an honest and straightforward manner. Customers
deal
directly with the storeowner. You can rely on detailed, understandable
information
about the merchandise on display. Features and benefits are explained
as they
relate to the price and quality of the merchandise, needs of the individual as well
as an accurate comparison to advertised products of competitors and pretenders
in the marketplace. In July of 1997, when Scott Smith opened The Sleep Center
of Clinton, in the upper level of Wal-Mart Plaza, his main objective was
to offer
area residents the best quality merchandise along with great selection.
His vision for a consumer-friendly retail environment was to steer clear of confusing phony sales, phony coupons, loss leaders and
other marketing gimmicks employed by others including The Name Game, The
Frame Game, The Delivery Game and Jack In The Box. (Wait ‘til you find out what
they’re all about.)
His devotion to his business is obvious — Scott is available
to help customers
seven days a week. His cell phone number is printed right on his business
cards. Appointments
during "off hours" are available. He will go to almost any length to satisfy
you, because "eight hours a day, seven days a week, for ten years is a long time to
spend on a
mistake."
Mr. Smith has amassed vast product knowledge, much of it gained while
working for one of the tri-state area’s largest bedding chains. Prior
to that, he
was the Vice President and General Manager of a chain of ceiling fan and
lighting
stores. He knows his business inside and out, including the way deceptive
advertising is often used to influence unknowing customers. His depth
of
knowledge in marketing strategies was garnered over more than a decade
in
advertising. As an award winning free-lance writer and producer, he has
written
and produced hundreds of radio and television commercials, as well as
jingles that
have aired in the United States and Bermuda.
Scott is quick to point out that a sale price is not necessarily a bargain
simply
because it looks good compared to its regular price. "I am convinced that
if you
really research buying a brand name mattress set, brass, iron or wood
bed, futon
or ceiling fan, you will find that our everyday value pricing turns out
to be better
than the ‘so called’ sale prices at large bedding chains, department stores,
and
discount houses." He also notes that he often encourages his customers
to
purchase a less expensive model when it is appropriate for their needs.
Mr. Smith confidently stands behind every product in his store and explains to prospective
buyers what they can realistically expect from each product. "I don’t
have any
products in my store I would be ashamed to sell or own myself. I offer
only the
best quality products to my customers." He makes sure customers get the
most
for their money all the time. He feels just as strongly about his value
added
service package.
Included in the purchase price of every premium mattress set is an ultra
premium
Knickerbocker bed frame, delivery and set-up of your new bedding, removal
your
old bedding and packaging material too! "I will do my best to help my
customers
avoid the three classic mistakes consumers make when selecting a new bed
set. Most importantly, there is no amount of money I could make on any sale
that
would be worth risking my reputation for," he says emphatically!
