Gold Bond Introduces a “Store-to-Store” Approach to Sales

Gold Bond has ushered in a new era in sales – and it’s a bit of a throwback to an older one. When you schedule an appointment with Vice President of Sales Skip Naboicheck, he won’t just give you brochures or a presentation; he’ll drive up in his 18-footer and actually show you the mattress he wants to sell.

“We cater to independent retailers through out the east. Many of our best customers work in their stores everyday, so they don’t travel to High Point Market often. But that doesn’t mean they shouldn’t have the ability to get a proper sales presentation and the opportunity to see and feel our product,” said Naboicheck.

Loading up a truck with a variety of mattresses and futons, Naboicheck and local sales reps map out a route and drive from town to town along the Eastern seaboard, putting hundreds of miles on the odometer in order to meet with prospective and established customers. Unloading the truck at each stop, Naboicheck has retailers “rest testing” Gold Bond products right in their own showrooms.

The response to Gold Bond’s personalized visits has been so successful that the company has hired new people to grow its sales force. Since January 2012, Gold Bond added multiple accounts in Virginia and Washington D.C., Maryland, Delaware, North and South Carolina, Ohio, and Pennsylvania while simultaneously expanding its models on the floors of existing customers along the East Coast.

“From my father and grandfather I learned that customer service is king and now we’re taking it up a notch,” said Naboicheck. “We were searching for a way to better accommodate those clients who are really tied to their retail locations and ended up taking the idea of ‘door to door’ sales and turned it into ‘store to store’ sales. The feedback we hear from retailers is that this personal approach is making their lives easier and it’s much appreciated.”

It’s a sales strategy that may start with a “house call,” but hopefully ends with trip to Gold Bond’s Connecticut factory and showroom to solidify the partnership. In fact, Gold Bond is investing in client relationships by flying customers to its Hartford manufacturing facility and headquarters.

“Our ultimate goal is to get customers to Connecticut because they are able to see all of our collections, how they are made, and we are able to spend time designing product especially for them,” said Gold Bond President Robert Naboicheck. “Gold Bond has more than a century of experience handcrafting quality products. That’s a unique selling point, and something we are proud to put on display,” added Naboicheck.

As Gold Bond expands its sales territory beyond its Connecticut base, it has reinforced the company’s decision not to renew its lease at the World Market Center in Las Vegas, but doubled its space at High Point Market. The feedback from retailers proves investing in an “old-fashioned” brand of customer service is worthwhile.

“In my 44 years in business, I have never seen anyone as enthusiastic about their product as Bob and Skip Naboicheck. It’s refreshing to meet with a manufacturer who not only is passionate about quality craftsmanship, but their retailer relationships. We were proud to join the ranks of Gold Bond dealers,” said Madison Mattress President Ken Peters.

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About Gold Bond: Founded in 1899, Gold Bond is one of the nation’s largest family-operated independent mattress, specialty sleep and futon manufacturers. The company is a leader in mattress manufacturing techniques and more than a century of experience bring product innovations, high manufacturing standards and executive leadership to the industry. Gold Bond products incorporate the latest comfort technologies in their futons and mattresses, such as Talalay Latex, encased coils, visco-elastic memory foam and gel. Gold Bond currently has its products available at more than 500 retail showrooms.