Trust: A critical element in selling beds

October 2007
Furniture/Today;10/15/2007, Vol. 32 Issue 6, p54
Trade Publication
The article relates the perspectives of Kurt Ling, a bedding veteran who runs a company that focuses on customer experiences, on the importance of trust for selling more mattresses. According to Ling, a furniture store may have the best store and the best prices, but, if consumers do not trust the sales associate, the former two elements of the store will be nothing. These buyers are evaluating the sales associate more than they are the store services or the mattresses they are purchasing.


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