Hi John! Thanks for your suggestions. I'm in the process to write a totally new marketing/advertising plan for the next year, where I absolutely have to reach as much as high-end prospects. The fact is that the place where I live, thus my market, has no more than 100,000/150,000 residents, and we're not in an Italy's area where the economy goes well (the percentage of work-less is around 30%!), so the affluents with a € 100,000 income aren't so much.

Plus, many of them on the phone act as "poor-man", because they consider the mattress a not so important thing "What? $3,000 for a mattress? I'll spend this money for an Hawai trip!". A lot of people, poor or rich, replace their mattress after 10-15 years, but technology in this period of time has done giant steps in this market and the costs are much higher than the old-fashioned low-priced innercoil-spring mattress. Not so many people are aware of this and, when they are, their first consideration is that a mattress is always just mattress, no matter which technology is behind it. That's why we've to argument the importance of quality sleep, that a mattress is the best and less expensive investment we can make for our health - just pennies a night - that we carry less expensive products and other similar things.

But I need time to argument this, that's why I think that sending a letter or an email (with prices, offers, terms of payment, alternative choices, etc) together with a "How to select the right mattress for your health" free report it's much better than to tell the prices over the phone.

Always ready and open to hear your suggestions!

Ciao from Italy!
Marco