2 minute read
Therapedic International
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With Borreggine serving as the author and presenter of each video installment, the series is built upon lessons learned throughout his long history in the industry. In addition to his more than 20 years as a retailer, Borreggine has served as the president and CEO of Therapedic since 2003—creating a rich base of knowledge from which he can share insights.
“I think mattress retail sales associates are among the most professional salespeople in the world,” he explains. “And this series is intended to help the RSA’s hone their skills even further, and begin to feel confident enough to discuss things other than product specifications with consumers.”
The content of the series addresses such topics as sales training, merchandising, marketing and advertising—and some less talked about topics like store aesthetics. Each episode is a concise presentation, running between two to four minutes. By relating real-life success stories, Inside Track is designed to help retailers break down any potential barriers that may prevent them from connecting with their customers. This is a particularly timely endeavor, as the pandemic has shifted how consumers shop in a variety of different (and at times conflicting) ways.
“There’s no doubt that there’s a new dynamic between the salesperson and the consumer,” Borreggine explains. “I think the wisest thing for an RSA to do right now is to assume that everything has changed for everybody. They are going to have to make the appropriate adjustments, understanding that it’s going to change from customer to customer or instance to instance. The RSA has to customize their approach to all the different scenarios that they’re going to face.”
While Borreggine has been the series’ primary presenter so far, he is excited to share the spotlight with some retailers as well—creating a valuable opportunity for industry players to come together and share ideas. “There are lessons that we all learn, not only from our own experiences but from the collaborative nature of the business,” he explains. “You sometimes learn from your vendors, sometimes your competition and most times from your customer.”
That is why Inside Track is available to all retailers, not just Therapedic’s existing partners. As Borreggine sees it, if an RSA is able to add just one sale per week from a lesson learned from the series, it will not only elevate the professionalism of salespeople in the industry—but put money in the pockets of those sales professionals as well.
