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Home Furnishings Business – More Listening, Less Talking

Bridgman’s Furniture Wins— and Keeps— Customers by Treating Them Right

By Howard Whitman
August 2010

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How has a lone, independent furniture store in a small-but-competitive market become a leader in bedding sales? This unlikely scenario played out for Bridgman’s Furniture, a one-store operation in Lebanon, NH’s Upper Connecticut River Valley through a combination of focused product offerings and personalized customer service.

Bridgman’s is a store with a long, rich history. It was founded in 1891 by Nathan Crossman Bridgman and has stayed in his family ever since—today it is run by his great grandsons, Dan Rutledge (along with his wife Jayne Place-Rutledge) and Steve Rutledge (with his wife Arleen Rutledge).

“We own and operate the store along with 10 other highly valued employees,” Dan Rutledge said. “Together, we have over 200 years experience in this store alone.”

While the Rutledge family has stayed put at one store, the business has grown slowly and steadily over the course of its 119-year history. “(In 1990), we expanded our showroom from 20,000 to 27,000 square feet, while at the same time building a new, high-efficiency, high-storage warehouse on site,” Rutledge stated.

Over the years, the business has thrived during tough economic times—an even more impressive feat considering the competition Bridgman’s faces in its region

According to Rutledge, “Our local market is shared by six furniture stores, three sleep shops, two interior decorating firms and one big-box retailer. We all sell mattresses. All of this, by the way, is supported by only 40,000 people within a 30-mile radius.”

Training is No. 1
In the face of challenges like these, Bridgman’s success in the bedding sector is even more remarkable. But to Rutledge, outselling his competition is no surprise.

“Our sales staff is better trained and more experienced than our competitors,” he said. “That is number one. Selling only Shifman mattresses means the sales staff does not have to worry about returns or dissatisfied customers.”

Bridgman’s has devoted its entire bedding space to products from the Shifman company, and the single-brand strategy has paid off in the form of a unified, concise sales presentation by staffers who have detailed knowledge of the line.

This strategy is put into play every time someone enters the store interested in beds. “Bedding customers are greeted and directed to our Shifman Mattress Gallery,” Rutledge said. “Our experienced sales staff qualifies the customer by asking key questions and then listening. Listening is how we direct them to the proper mattress for their needs. More listening, less talking. By asking the right questions, we gain information that leads us to the ultimate goal—finding them the right bed for their needs.”

The store, which has carried Shifman mattresses exclusively for the past two-and-a-half years, carries 19 of the company’s models. Best performers for the store include the Masters Collection, Shifman’s top-quality line, as well as the company’s quilted beds at entry-level price points.

Price vs. Knowledge
With people keeping tight spending budgets these days, the price issue is something every bedding retailer has to deal with. Bridgman’s prefers to put the emphasis on quality—and relies on the store’s customers to recognize that quality.

“I think most of our customers have quality in mind before they come into our store,” Rutledge stated. “We have a reputation for selling quality furnishings. For example, Shifman offers a truly unique, high-quality mattress collection. Its handmade, double-sided mattresses offer features that customers value, making it a more seamless selling process. Also, many customers are surprised to discover we are competitively, and many times lower, priced than our competition.”

An Eye Towards the Future
Rutledge felt his family business is in good shape for its future owners, saying “As fifth generation owners, we feel we’ve set the groundwork for the next generation. And they are here every day with their (own) ‘customer-first’ attitudes.”

He also had a positive prognosis for the overall future of the bedding business.

“I think the more people become educated on the importance of high-quality sleeping health, the sooner they will see how much it improves their day and thus, their lives,” he said. “This purchase is an important decision regarding one’s health. So a long-term relationship with quality mattress providers will prove beneficial for years to come.”