David Perry — Furniture Today,
ARCHDALE, N.C. — Sealy is launching a new integrated selling program called ActivLink that it says will enhance the level of services offered to its independent dealers.

A reorganization of the sales force will eliminate some of the sales representatives who had called on those dealers, said Larry Rogers, president of Sealy North America. He estimated that less than 10% of the sales force would be affected by the new program. Some of those sales representatives will remain with Sealy in other positions, but others are losing their jobs, Rogers said. He did not provide a specific number for the cutbacks.


Rogers described the new Sealy program, to be phased in during August, as an industry-leading, proactive sales program designed to help Sealy dealers grow their business. It will result in more frequent calls to those dealers, and the dealers will have access to a broad range of sophisticated business tools, according to Rogers.

He acknowledged that those independent dealers may not see a Sealy sales representative in their store as frequently as they have in the past, but said that Sealy has tested the program in the field and found that it did meet its dealers’ needs. The test, conducted in Kansas City, was launched 18 to 24 months ago, he said.

Rogers estimated that about 1,000 Sealy dealers will be served by the new program.

“This new sales model will allow us to better meet the needs of all our independent dealers so that they receive consistent contact with Sealy and more access to materials and information,” he said. “Our goal is to meet the needs of dealers before they feel the need to call for assistance. ActivLink is based on the philosophy of proactive outreach to offer superior access to the marketing tools, product information and analysis services required to foster business growth for these dealers.”

ActivLink will be staffed with a team of sales representatives, who are assigned to specific accounts and whose primary job is to reach out to dealers with advice, tools and information on a frequent basis, Sealy said. They will “adhere to the best practices and standards of Sealy’s proven sales methods and receive advanced training in mattress retail growth strategies,” the company said.

The representatives will be based in North Carolina, according to Rogers. He estimated that there will be 12 to 14 of those representatives. They will not be Sealy employees, but the program will be under the supervision of a senior Sealy sales executive, and the reps will only work on the Sealy account.

It is possible that the representatives could become Sealy employees at some point, Rogers said.

Through the ActivLink program, dealers will have access to their sales representatives at any time during the business day through a toll-free line, and will get service to help them manage sales and promotion programs, merchandising recommendations, ad bank balances, accrual claims and training materials. The dealers will have access to a representative on Saturdays from 10 a.m. to 4 p.m. Bilingual services are available for dealers who prefer Spanish-speaking representatives.