It’s called Mattress University for a reason. Prepare to be schooled.

Twice a year at Nationwide’s PrimeTime event and expo, the Mattress University session always draws a crowd. The March 2025 session was led by one of NMG’s own Members, Scott Vaughn, founder of Happy ZZZ’s and Wingo Coaching. And no one fell asleep in Vaughn’s class, with lessons like “It’s Time to Bring the Funk” and “Execute, Execute, Execute,” along with compelling visuals and statistics.

If you suddenly have FOMO, keep reading for a synopsis of Vaughn’s message to Independent retailers in the mattress business.

Why You Are So Important 

Vaughn began the session on an encouraging note that emphasized the value of mattress and bedding dealers for today’s consumer. Here’s why retailers in this category are so important:

• Businesses aren’t selling mattresses, they’re selling sleep.
• People just want to feel good — and sleep impacts every aspect of health.
• For this reason, each mattress dealer is, in Vaughn’s own words, “the most important health professional in [their] town.”

While that may sound like a farfetched, overexaggerated statement, studies continue to prove the benefits of a good night’s sleep on overall health. And, as Vaughn put it, “The quality of your mattress is directly related to the quality of your sleep” or “premium sleep.”

It’s Time to Bring the Funk 

In Vaughn’s experience, selling premium sleep is more than just a marketing tactic. It is a transfer of feeling. Mattress dealers are selling the promise of feeling better, not only when asleep, but also during every waking hour of the day.

But what does bringing the funk actually look like?

Vaughn broke the concept down into practical strategies aimed at actually helping people achieve the rest they need to feel their best.

Two Mattress Selling Strategies 

Hint: both have to do with overall value.

1. Bed Bundles

First, attendees learned that it’s not just about selling mattresses. Customers who purchase a new mattress are more likely to purchase other bedding accessories soon after, if not at the point of sale.

Enter: bed bundles.

Bundling accessories — like pillows, sheet sets, protectors, protection plans and delivery — with the purchase of a mattress not only saves consumers money, but it also saves them time with an all-in-one experience.

And what’s in it for the retailer? Yes, bed bundles do cut into margin. However, they also increase sales and allow the sales associate to ask fewer questions during the sales process or better anticipate customer questions.

And for dealers unsure that bundles will sell, Vaughn offered a solution for that, too — good, better, best.

Offering shoppers the option of a good, better or best bundle provides budget-conscious alternatives. Yet, in Vaughn’s experience, customers are more likely to choose the best option after assessing the value of all three.

2. All-In Pricing

Vaughn’s next strategy goes back to the idea of selling premium sleep. Literally.

For dealers looking — or struggling — to sell luxury mattresses, all-in pricing is a proven method that focuses on profit per customer as a dollar value versus a margin percent.

First, the phrase “all-in” means just what it implies. Giving in-store shoppers the final price of the mattress, including accessories and sales tax, eliminates surprises at the point of sale that might otherwise lead to a last-minute change of mind.

Along with giving shoppers the “all-in” price, this strategy also leans on financing options available. In other words, the customer can access luxury level bedding with financing — and working with the be-all-end-all price makes it easy to break down the payment cost by month to show the value.

Execute, Execute, Execute 

To wrap up his message, Vaughn put out this charge to every mattress retailer present — execution is key. Knowlege of proven strategies is only the first step. Retailers must put the plans in place to implement them in-store and see success.

And as passionate as Vaughn is on execution, it seemed to rival his passion for another must-do — utilizing adjustable bases under as many beds as possible. Once a customer tries an adjustable base, they won’t want to go back.

It’s yet another way to “bring the funk.”