Verlo Mattress Factory Stores, based in Fort Atkinson, Wis., is a leading network of factory-direct operators. The 61 franchised stores are located primarily in the Midwest, but stretch as far west as Colorado and as far south as Florida. Verlo stresses the custom-made nature of its bedding. The company’s tag line is: ‘Verlo. Made just for you.’ It refers to its employees as craftsmen. They wear distinctive leather aprons with the Verlo name sewn on front. These stories explain how 2 Verlo franchisees, both operating in Illinois, sell mattresses, the Verlo way.
In the end, says Stuart Lazarus, a Verlo Mattress Factory Stores franchisee here, it is all about better sleep.
‘Our ability to impact the quality of our customers’ lives is immeasurable,’ he said. ‘This is one of the greatest ways we can enhance their quality of life. But people lose sight of the fact that we are selling better sleep.’
Consumers know there is a connection between ‘the quality of their nights and the quality of their days,’ he said, but they become ‘desensitized’ to the significance of a good night’s sleep. ‘We need to remind them of that and highlight the features and benefits of the various sleep products we sell.’
Lazarus operates 4 Verlo stores in this market in north Chicagoland and is a regular on the sales floor. He said it is important to take mattress sales one customer at a time.
‘Every customer comes to us as an individual,’ he said. ‘If we lose sight of that, we lose the realization that we are impacting the quality of their life. We are not just selling a mattress.’
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