It is likely that as you go through this book you will read things that are contradictory to what are our industry norms. We make no apologies for this. Our business, Gardner's Mattress & More, is the anti-mattress store. We are marketers of our business that happen to deliver mattresses. Our average ticket is 4x the national average, and we have a mechanism in our store that ensures us a 100% closing ratio. We have been featured in SUCCESS Magazine, Fox New Business, Sleep Savvy, and countless other publications. We are changing the way mattresses are sold. We are against selling on brand, price, and warranties. Everything most everyone else does, we run away from. In a nutshell, most observers in our industry would say we are crazy, but those outside the industry are impressed with all we do to drive our business forward. This book is an easy read and an actionable guide to help you get in the right mindset that it's not mattresses you sell, rather a good night's sleep. And for most, a good night's sleep is priceless. Yet, as an industry we promote buy it today gone tomorrow $399 queen sets in EVERY single ad. Counterproductive to say the least, at least for us. If you are tired of competing on price, tired of being stacked up against your competition, just plain tired of playing the games, read on. All that is required in reading this book is an open mind that things can be different and your world does not revolve around price only. It is our sincerest hope that you are able to take action on each of these chapters. But frankly, if you take action on just a few you will be more than happy with the results. As we have learned, an idea without implementation has no value. So read the book, dog ear some pages of items you like, and then pick one. Implement it. Come back and do another one. You will find that getting things done yields great reward and soon enough you will have worked through the entire book.