· Chapter 1 – Salesperson versus Spinal Expert 6 Chapter 2 – The Myth of the Professional Endorsement 8 ... the salesmanship practices are in the

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Introduction 4

Chapter 1 – Salesperson versus Spinal Expert 6

Chapter 2 – The Myth of the Professional Endorsement 8

Chapter 3 – Guerilla Tactics on the Showroom Floor 9

Chapter 4 – Comparing Coil Technology Will Just Drive You Crazy 10

Chapter 5 – Foams are Important 14

Chapter 6 – No More Hot Nights 16

Chapter 7 – You Need to Protect Your Mattress 18

Chapter 8 – It’s About More Than Just the Mattress 20

Chapter 9 – Don’t Purchase on Price Alone 22

Chapter 10 – Improve Your Productivity! 24

Chapter 11- The Guarantee You Should Be Asking For 26

Conclusion 28

TABLE OF CONTENTS

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Buying a mattress is never fun. It takes a lot of time, it’s expensive, and you can never be sure if you got the right one until you’ve already made the purchase and taken delivery…

That’s how it seems to most consumers, anyway. But it doesn’t have to be that way. In fact, those huge mattress su-perstores where most people go to try to find the best deals are actually hiding a few secrets and selling tactics from you that can make the whole buying process much easier.

It’s no secret that the research and time spent in to find this information that we share with you is born from sheer frustration. Bewildering frustration.

Frustration that our patients are being continually led to expensive and poorly recommended mattresses.

Frustration that our colleagues in the world of chiropractic, physiotherapy and orthopaedic surgery, have also been misinformed with their reputations used and abused.

In this book, we’ll walk you through all of these secrets that mattress super-stores don’t want you to know so that you will start your search with confi-dence and end it knowing that you’ve purchased exactly the right mattress for your needs. Are you ready to take the guesswork out of buying a new mat-tress set? Let’s get started!

INTRODUCTION

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CHAPTER 1 SALESPERSON VERSUS SPINAL EXPERT

Our foray into learning about the various manufacturing techniques for mattresses was enlightening, but what was even more educational was learning about how frightening and frustrating the salesmanship practices are in the mattress industry.

Whilst we have no problem with mattresses being made with the cheapest components and the cheapest techniques, we have real concerns about these same mattresses being sold as high quality products with accompanying price tags and profit margins.

Commonly, the mattress salesperson is on commission and is “encouraged” to sell you mattresses that net only the highest profit. So, a cheaply made mattress is often assembled overseas, is vacuum compressed and shipped to Australia for storage (all for under $100 by the way) is then cleverly marketed and sold for over $5000! This is good for the salesperson and the big bed store, but not good for you.

The process is just how it is. The missing knowledge that has allowed this to occur is simply the consumer not being informed of the mattress building process, the materials and the sales process. This allows them to take

advantage of you unless you know the right questions to ask and get the right product with a good guarantee.

We shall go over some of the “psychological sales tactics” that we have discovered in the next two chapters, but the bottom line is that the salesperson is not a spinal expert. In fact, many spinal experts, such as chiropractors, physiotherapists, and orthopedic surgeons are just as naïve as we were to the tactics used. They are referring people to buy a certain brand of mattress that is usually based on the recommendation of their professional association, which is as you will see, not necessarily based on actual mattress quality or guaranteed sleep.

Having been chiropractors for over 20 years we know that back pain couple with the spinal nerve pressure account for such an impact on health, on your ability to move well and levels of tolerance in your relationships.

We know that a poorly recommended mattress or one that you haven’t replaced for over 10 years will not support your spine hips or shoulders.

The end result is unnecessary back pains, hip pains, neck issues, headaches and just sheer exhaustion. You may well know the feeling.

A quality prescribed mattress will make such a difference to the soundness or your sleep and the restoration you achieve during sleep.

A premium mattress that you purchase knowing you are getting high-level components manufactured by Mastercraft tradespeople right here in Australia will also add to a sound sleep.

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CHAPTER 2 THE MYTH OF THE PROFESSIONAL ENDORSEMENT

Having a mattress “endorsed” by a professional association certainly gives the perception of quality. You think that the due diligence was done throughout the design and production process. While the endorsement increases the “value” of the mattress and the asking price, of course, it actually means very little.

Subconsciously, this tactic makes the consumer ask less questions and accept the salesperson’s pitch on face value more readily. This would be fine if it were always true. But, often it’s just not.

The mattress sellers know the increased profits an endorsement can bring and are willing to pay for such an endorsement. Sometimes it’s done thoroughly with tight quality controls and inspections and everything is done above board. But, which ones? And, can you buy the same mattress without the “endorsement” sticker and logo for a lesser price? Often you can.

Worse still, we are amazed at how often we have seen a professional endorsement be a complete fabrication. Just last year, we asked a well-known mattress superstore about the origins of a professional association that was extravagantly endorsing a cheaply made mattress. This mattress quickly disappeared once we pointed out that

the organization didn’t even exist!

So, instead of a mattress with a price to cover all of the endorsements and marketing, why not consider a top quality mattress with a no questions asked guarantee, so you can get the support needed and the best night’s sleep possible? And, get the mattress without the mind twisting, eyeball piercing headaches caused by sales mumbo jumbo.

CHAPTER 3 GUERILLA TACTICS ON THE SHOWROOM FLOOR

Guess what? The marketing people who are paid to encourage you to purchase mattresses think you are a sucker.

And, they think this based on your purchase choices in the past (and they spend hours sitting on their computers or in white lab coats analysing how you and your friends purchase mattresses).

They know, if the showroom is set up correctly, which mattress you will choose, as they cleverly overwhelm your decision making process with certain emotional questions and signals.

And, they can get you to commit to the purchase with you just doing the “five fingers tells me all push down test.” You know, the maneuver that some do when they shop for beds, pushing down on a bed with their hand and expecting the heavens to open up and shine a

light upon the mattress in some form of affirmation.

Here are some of the tactics used for you to be aware of next time you step into a bedding superstore.

• Mattress set up with plush throw pillows

• High quality bedside tables in position

• Lots of branding and posters

• Subtle lighting

• A gentle fragrance used

They want you to feel like you are at home in your bedroom and they dress up the mattresses to encourage you to buy the mattresses they really want to sell.

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CHAPTER 4 COMPARING COIL TECHNOLOGY WILL JUST DRIVE YOU CRAZY

A lot of mattress superstores will try to impress you with how great their products’ coil technology is.

There is much variance in today’s spring systems that are offered by manufacturing companies. This variance can lead to confusion, sales tactics, and blatant lies to convince you to purchase the mattress that is not appropriate and often just based on profit for the bed super store and commission for the salesperson.

So here are some common spring systems in use today and the terms that are used to describe their quality and how they are put together to create a mattress.

Bonell spring systems have been around for over 60 years. Although many high-end mattresses are manufactured with this technology, this type of spring cannot be classed as international grade. This is a very basic spring of about 2.2 mm in diameter. The downside is that the springs are all inter-related and connected.

The spring system does not allow for partner independence, or correct zoning to support your spine. Even though a lot cheaper to make, these spring systems

are often described as high-end. Do not be fooled. A mattress made using the Bonell Spring system or the interlaced coil system is okay for a spare room or for a young child with not much body weight. Do not be sold on an expensive mattress that has Bonell springs in it.

This mattress is often described as the mattress you purchase when you do not want your guests to stay too long.

STANDARD POCKET SPRING SYSTEM.

Quality pocket springs are the ones that we recommend to support a spine.

With high quality pocket springs you’ll get the zoning that you need plus the comfort needed to get a great night sleep having you wake up rested recovered and ready for your day.

Is the ideal way to go to provide the support needed.

Another key factor and reason that most health professionals recommend the pocket spring system is that it markedly reduces partner disturbance and all of the springs are independent. This avoids the effect of your body having to resist the rolling into the centre of the mattress.

Zone springs of between 1.6 mm and 1.8 mm are the current standard. The 1.6 mm diameter springs are for the hips and shoulders and the 1.8 mm for the lumbar and often the perimeter support.

These springs are more adaptive and can be used to create the different zones.

If they are laid out in basic configuration (side-by-side), there will generally be 750 springs in a queen mattress.

With good foams and a quality pillow top, the mattress with a high-grade spring system can last 8 to 10 years.

But a warning. There are pocket springs and there are pocket springs! Always ensure that the springs meet international grade standards (many springs that are made in China do not eat this standard).

NESTED POCKET SPRING SET UP.

A high quality mattress with extra support for spines can be manufactured using the pocket springs but in a nested formation. Being in a nested formation or a honeycomb formation allows for up to one third more springs in each mattress.

In a queen size mattress this equates to about 950 springs versus 750 in regular formation, so your body weight is distributed over an extra 200 springs.

This is crucial to consider for people with spinal issues. Having a greater distribution of weight across more springs especially in the heavier areas of our bodies, allows a spine greater rest and recovery during sleep.

THE INTENSE POCKET SPRING SYSTEMS.

New on the market and more focused toward those with spinal issues is a spring system that is more intense in configuration and support. The aim again with this type of spring system is to further distribute the forces of weight and cushion and support.

An intense pocket spring doubles the number of springs. The springs used themselves are more adaptive with diameters between .9 mm and 1.3 mm.

Often this spring system will involve a double layer of springs.

But again be wary here. Making finer diameter springs requires far greater manufacturing skills, resources and steel quality.

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Ensure the salesperson can show you the springs used and that they have international grade certification.

Remember, the international grade certification applies to all springs and is crucial to the most intense spring range. A mattress with quality springs will be more expensive and you need to be assured that you are not being fooled

into paying good money for a mattress with a lesser quality spring system. Often the big bed stores will disguise a cheap spring system of low quality as a premium quality mattress.

A mattress using the more intense spring technology with international grade certification with quality layering of foams latex and memory foam can

meet the standards to be a registered medical product. If this is the case your mattress will have that certification.

Here are some questions on this topic to ask your salesperson.1. Does the mattress have Bonnell

(spare room) or pocket springs?

2. If pocket springs, are they

International grade steel?

3. Are the springs in standard formation or nested?

4. Or are a more intense spring system used?

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CHAPTER 5 FOAMS ARE IMPORTANT

Years ago, mattresses were typically much thinner than they are now. You might think, as they’ve gotten thicker, that their coils have gotten longer, too, but you’d be wrong. In fact, coil technology has changed a lot over the past few decades, the coils haven’t changed at all in height or size much at all.

Today’s mattresses are generally between 25cm and 35cm thick, meaning that somewhere between 50% and 75% of your mattress is going to be made of foam.

So what should you look for when it comes to quality foam for your mattress? Basically, the heavier the foam, the higher the quality. Thanks to oxidation, foam breaks down over time, losing its firmness. If you choose a mattress with heavier foam, it won’t break down as quickly as a mattress with lighter weight foam, and you’ll get more comfortable years of use out of it.

Of course, there won’t be a single density of foam throughout your mattress. Typically, mattress foam is divided into three layers. The top layer is the comfort layer, which typically the lightest foam. Below those, you’ll find the upholstery layers, which are placed over the coils and typically weigh

slightly more. Higher quality, more expensive mattresses will also typically have a foam encased edge rail that will weigh the heaviest of the foams.

Ensure that all foams used in your mattress are high density Australian made foams. In a premium mattress there are up to 8 grades of varying foam densities and hardness to create the ideal feel.

All foams need to be ultra fresh treated, which is anti bacterial and anti mould treatment.

It is crucial to ensure that your mattress foams are pre-stressed, which reduces the firmness reduction over the life of the foam.

So how can you be sure that you’re getting a mattress with all of this in it? Do your research before you go shopping. You may not be able to look inside a mattress to see what kind of foam it has for its layers, but you can educate yourself so that you don’t get confused by a fast-talking salesperson.

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CHAPTER 6 HOT NIGHTS

Everybody experiences a night where they’re hot and sweaty and don’t sleep as well as they’d like to. Many people attribute this hot sleep to the mattress and that’s their number one concern when shopping – “Will this mattress make me hot?”

Actually, your mattress isn’t the root cause of your hot nights. In fact, the right mattress can be the solution. Combining a temperature regulating mattress with the right bedding and room temperature can help you cool off at night and get a good night’s rest.

Of course, our body chemistry and a number of other issues can cause those hot, steamy nights and should be considered and possibly checked by a physician. Some people are just “hot natured” while others are always cold. But even those people who would consider themselves “ice cubes” can have hot nights. It’s important to remember that it’s your body that’s hot, not your mattress.

A number of issues can cause you to be hot at night including:

• Menopause and the accompanying hot flashes

• Night sweats

• Hormone disorders

• Infections

• Blood sugar levels

• Medication

• And more.

So, if you find that you’re often hot at night, consult with your doctor to get to the root cause of the issue.

One type of mattress to avoid for the hot sleeper is one full of memory foam or one that has a pillow top that is too doughy. This will have the effect of you being encased in the pillow top as you sink into it.

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CHAPTER 7YOU NEED TO PROTECT YOUR MATTRESS

You may be thinking that you can just buy a mattress, put some sheets and blankets on it, and go to sleep, but if you want your mattress to last for years and to continue to be a comfortable, healthy place for you to sleep, you need to protect it. “Protect it? From what?!” From yourself.

Did you know that on average, people tend to sweat out almost a litre of perspiration per night? Not only that, but you also regularly shed skin cells, as well. Plus, over time, dust will start to collect and you can get dust mites in your mattress, as well. Not to mention pet dander and any accidents that a pet or child might have. In a decade of use, a mattress’ weight can double just due to these things, as well as mold and dust mite excrement.

In other words, yes, your mattress needs protection from you, your kids, and your pets if you don’t want it to turn into an uncomfortable, septic environment.

Unfortunately, keeping dust mites out of your mattress can be a major challenge, specifically because they feed on dander and skin cells, which means that your mattress can quickly turn into a dust mite buffet if you’re not careful.

TRADITIONAL MATTRESS PADS DON’T WORK

Now, you may be thinking that you can just buy a mattress pad and get a little bit more cushion for your mattress, as well as protection. Unfortunately, that’s not the best solution for the problem at hand. Traditional mattress pads don’t do anything to keep out moisture, dust, skin cells, or mould. They just add another layer of dirty fabric and cushioning to attract dust mites and gather septic materials. Even if you wash your mattress pad daily, it still will collect dirt and won’t protect your mattress.

Instead, we recommend going with a breathable, waterproof mattress protector that is also specifically dust-mite-proof. It’ll keep accidents and sweat from soaking into the mattress, and it’ll keep skin cells out, as well. If you wash it regularly, then your mattress will remain free of all of the things that attract dust mites, and you’ll be able to sleep soundly knowing that your mattress isn’t crawling with dust mites and other disgusting things.

PROTECT AGAINST BED BUGS

Before we move on, we should mention that bed bugs have unfortunately become a common problem in many areas of Australia. Not only are they itchy and septic, but bed bugs can also easily be transferred from one person

to another and from one bed to another. Fortunately, if you have a good mattress protector, you won’t have to worry about them or any other creepy crawlies infesting your mattress.

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CHAPTER 8THE FOUNDATION

Whether you have a really simple bed frame or you have an incredibly ornate one, you need to ensure that your frame can support your mattress and foundation. If it can’t, your mattress will be more stressed in some areas than others, and it’s likely to sag and become wavy and uneven over time.

Twin and full beds should have four points of contact with the floor if a single person is sleeping in the bed and five if two people will be sleeping in it. Queen size beds with two people sleeping in them should generally have six points of contact, as should king size beds. This will ensure that there’s plenty of support for the mattress and its foundation so that you can continue to get good sleep for years to come.

Today’s mattresses are built to generally go onto a quality slat foundation. These are relatively inexpensive (compared to the older

style spring foundations) and you can often purchase these with side drawers for extra storage.

PILLOWS: THE LAST PIECE OF THE PUZZLE

The wrong pillows can make even the best mattress feel terrible. As you shop for mattresses, you should also be shopping for the right pillows to help you keep your head in line with your spine so that you can get plenty of restful sleep. Remember, you may love your old pillows, but if you got them to help your old mattress feel more comfortable, they may actually cause strain on your neck with your new mattress. So try them out and try out a few other pillows, as well. And, if your old pillows aren’t cutting it, don’t hesitate to get new ones to complete your mattress puzzle for the best sleep possible.

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CHAPTER 9DON’T PURCHASE ON PRICE ALONE

Price tags are tricky. We’ve been trained by marketers to think that a product with a high price tag, must mean you’re buying a quality product. If only that were the case! As mentioned before, it’s not uncommon for companies to build a $100 product and slap a $5000-7000 price tag on it with the endorsement of some fake association, or an association who may have been paid for the endorsement. The best mattress for you most likely won’t be as cheap as $100, but it doesn’t necessarily mean that $5000 is the best for you. (Recently I was in a big bed store, and they were trying to sell me a mattress with a price tag of over $7000. This mattress I knew from my research had components that would have cost them only $500. That’s a 600% mark up.)

When buying a mattress, we need to instead look at is as investing in ourselves and a good night’s sleep. This investment will pay dividends in your emotional and physical well-being for years to come.

As an industry, many believe that the $999 queen mattress set will solve all of your needs, but each person is different and has different sleeping needs. How long the $999 mattress will last is another question. Most likely, it will only last 2-4 years, regardless of

what the salesman or warranty says. The mattress itself will likely last 5-10 years, but “lasting” isn’t the same as providing you with comfort and quality of sleep.

CAN YOU AFFORD TO NOT SLEEP WELL?

Studies show that not sleeping well can cost you big time. According to statistics from the Better Sleep Council, participants reported an alarming decline in the quality of work and productivity levels due to poor sleep.

In addition to not performing well at your job, a lack of sleep just causes a foul mood, which affects your relationship with others. 44% of the participants said they were more likely to be in an unpleasant or unfriendly moods. This is bad news for your business, employees, coworkers and customers!

It’s estimated that Australian businesses lose millions per year due to sleep deprivation. On top of that, the majority of tired employees turn to things that can result in poor sleep at night, such as increasing caffeine consumption and taking midday naps.

YOUR MATTRESS MATTERS!

We know how many people are suffering from sleep deprivation and the statistics that result. The other sad component to the problem is that the mattress these sleep deprived people are sleeping on at night could be part of the problem. Many people are sleeping on mattresses that no longer provide the level of comfort needed for a good night’s rest. Survey responders state that 50% of consumers are sleeping on mattresses that are eight years or older. This is well past the comfortable lifespan of most mattresses on the market today.

The impact of this is not only loss or restorative sleep, but accumulative damage to your spine and your nerve system. The result is back pain, hip pain and neck pain.

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CHAPTER 10IMPROVE YOUR PRODUCTIVITY!

As the sleep experts point out, your mattress has a significant impact on the quality of your sleep. However, there are also several other factors that have a play in the quality of sleep you receive. Here are some tips to ensure you’re getting the rest you need to function properly on a daily basis and to improve your productivity.

SLEEP DEBT – PAY IT!

Everyone has an optimum amount of sleep they need on a nightly basis. By shorting yourself of sleep (even by just 30 minutes!), you’re creating sleep debt that can result in poor moods, lower productivity and even health consequences. It’s important that you get 7.5 to 8.5 hours of sleep every night. Work to maintain a regular sleep and wake schedule, even on the weekends.

EVALUATE YOUR MATTRESS’ PERFORMANCE

Your mattress may look fine on the outside, but it’s the inside that matters. Mattresses are sort of like running shoes. The more kilometres you put on them, the less comfort and support they offer. It’s important to evaluate your mattress every five to seven years to ensure it still provides comfort and support. Remember, the age of your

mattress has a direct impact on the quality of your sleep.

SAY GOODBYE TO CAFFEINE

Avoiding coffee, tea and soft drinks close to bed time can significantly improve your sleep at night. Caffeine late at night interferes with your sleep and you won’t wake up as refreshed in the morning.

INVEST IN YOURSELF!

A great night’s rest is vital to ensuring you stay happy, healthy and productive! You spend about one third of your life on your mattress! Make sure it’s a comfortable and supportive one!

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CHAPTER 11THE GUARANTEE YOU SHOULD BE ASKING FOR AND RECEIVING

As you can see, if you suspected that purchasing a mattress was a game of smoke and mirrors you were right. So our belief is, if you purchase a mattress that you are told in the flashy marketing is good quality, then you need to be given a guarantee that the mattress delivers. In other words, a guaranteed guarantee.

Ask for a 30 day 100% money back guarantee without questions asked. (Not just on the option to choose a different mattress, but cash back into your pocket when you return the mattress).

If they don’t offer you this, why not? Don’t they have faith in their product? Aren’t they confident in recommending to you which mattress is for you?

We are chiropractors that have mattresses manufactured to our standards to suit the needs of our

patients. Because we have done the research and delved into the world of mattress manufacturing and market, we have been able to be involved in the design of high quality mattresses made with top quality components. That allows us to confidently recommend you the mattresses by manufacturers that meet these standards, or you can buy directly from us. Because we have no marketing overhead or large showroom rentals and endorsements to pay, we can offer a great product at a great price. We are also able to offer our clients a 100% money back guarantee for 30 days. That means if you’re not happy with the mattress, you get your money back with no questions asked. It’s like a free trial.

Sleep easy, because if you don’t, bring your mattress back, for your guaranteed guarantee.

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Now that you know all the secrets and selling tactics that mattress superstores keep from you to help push their sales numbers up, you might be wondering whether or not you should give those businesses your money. After all, aren’t they the ones who are trying to sell you on the features of a mattress instead of its benefits? And aren’t they the ones making it uncomfortable and difficult to test out a mattress thoroughly to know if it’s the right one for you?

Well, the more information you have, the better you can get the right mat-tress at the right price, with the right guarantee.

Good luck mattress hunting and feel free to ask for more information on the mattresses ranges that we personally trust and can attest have the qualities worth sleeping on.

CONCLUSION

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