From Home Furnishing Business
Diamond Mattress University Signs up Over 1,500 Retail Sales Associates in 1st Year
Southern Calif.-based Diamond Mattress launched Diamond Mattress University (DMU), the online, mobile-friendly education program, mid-last year at no charge to retail partners nationwide. Since then, DMU has signed up over 1,500 retail sales associates who’ve completed over 3,000 courses.
“Mattresses tend to be a longer learning process for RSAs because they are essentially a ‘hidden’ item,” said Keith West, regional manager for Alaska-based Bailey’s Furniture. “Diamond University helps raise mattress IQ which increases confidence in the department. A better understanding of the product and basic benefits of sleep translate to a better, more professional guest experience. Additionally, it really helps us fast track new hires. We are able to give them a knowledge base and release them to the floor sooner.”
Patrick Wolf, vice president of sales and education for Diamond Mattress, cited significant sales improvement for retail partners that have “incorporated DMU into their S.O.P. or curriculum,” including average mattress ticket price increase of 15% or more, higher close ratios and shorter onboarding of new RSAs within the first few weeks.
In addition to continually adding educational content, the online program now provides tutorials to help retailers navigate Diamond’s online ordering portal and set up the Diamond Experience Center, the in-store hands-on demonstration lab.
“We’re also leveraging DMU to make doing business with Diamond easier and faster for our growing customer-base across the U.S.,” said Wolf. “This allows us to have higher quality retail visits because DMU has established a solid base of product knowledge and sales training and we can spend time on higher level discussions about their business.”