A new online professional development programme for shop floor staff working for independent and multiple bed retailers is set to become the industry standard. The UK’s first ever Sleep Selling programme, to be officially launched at the Bed Show at Telford in September, has taken more than a year to develop and will be the most cost effective, accessible course of its kind in the industry.

Focusing on sleep knowledge rather than product knowledge, The Sleep Council Sales Academy will teach sales staff how to use that knowledge effectively with customers to build trust.

Successful completion will earn sales staff the title of ‘Sleep Council Sales Academy Accredited Advisor’ and as well as being awarded a certificate and pin badge, they will have access to the Sleep Hub App.

“Our ambition is to see The Sleep Council Sales Academy qualification become the industry standard in sleep knowledge and selling skills for all bed retail sales professionals. We hope that with continued marketing and PR, the badge of a Sleep Council Accredited Advisor will become recognised and respected by both the trade and consumers alike,” says Jessica Alexander, executive director of the National Bed Federation which commissioned the course.

“The programme is Sleep Council branded rather than NBF as The Sleep Council is our consumer education arm and this programme is very consumer facing and generic.” 

“We believe that everyone in the industry - retailers, manufacturers and suppliers - will reap the benefits.”