How do you transform a crowd indulging in funnel cakes into a line of eager mattress buyers?
This week on The FAM Podcast, host Mark Kinsley sits down with Jason Goodman, the head of business development for City Mattress, to discuss the art of selling at high-traffic events like state fairs and rodeos.
Meet the Master of Event Selling
Jason Goodman’s journey is nothing short of fascinating. From his early days at Art Van Furniture in Michigan to leading business development at Mattress Firm during its explosive growth, Jason has honed his skills in unconventional retail environments.
Now at City Mattress, he continues to innovate, bringing insights from running car dealerships and entertainment companies into the world of mattress sales.
The Event Selling Blueprint
The key to successful event selling, according to Jason, lies in finding the right blend of place, product, and people. Events like rodeos and state fairs offer a captive audience with disposable income, but success depends on more than just foot traffic.
Having a product that stands out and salespeople who can quickly identify qualified buyers are crucial. Jason emphasizes the need for quick quality qualifying – understanding potential customers’ needs in moments and overcoming objections with ease.
Differentiation is Key
Having a unique and demonstrable product is vital. Brands like Tempur-Pedic and PranaSleep thrive in these environments because they offer something different. Jason shares how the visual and tactile experiences of these mattresses capture attention and convert interest into sales.
Business Development Insights
Jason’s approach to business development is structured yet flexible. It starts with identifying the right problem to solve, crafting a strategic solution, implementing it, and then evaluating its success. He stresses the importance of collaboration and checking biases to ensure that solutions are effective and not just well-loved because they were self-created.
Creating a Wow Factor
To stand out in a chaotic environment like a state fair, Jason advises creating a wow factor. Whether it’s stacking mattresses to set a world record or showcasing innovative bed designs, the goal is to create buzz and draw crowds.
Key Takeaways
- Place, Product, People: The trifecta of successful event selling.
- Differentiation: Unique products capture attention and drive sales.
- Problem Solving: Focus on identifying the right problems to develop effective solutions.
For more insights into successful business development and event sales strategies, explore our archive of episodes and stay updated with our newsletter.
