Despite best efforts to bring a good mattress home and bring out the elusive REM cycle, sometimes price beats out quality.

How do you change the conversation? How do you get customers to not look at the price tag but rather consider their family’s needs? Also, what matters to different age groups when it comes to mattress shopping? Here are five tips to consider:

1. Peer pressure

In a recent study by JD Power, the most common reason for a new mattress purchase with a high ticket value was because their partner wanted a new mattress or felt it was time for a change.

2. Ch-ch-changes

The second most common reason that lead to a high price tag was wanting a different type of mattress altogether. From foam to latex to air and back, sometimes sleepers just decide they want a change.

3. What’s in a name?

Pre-Boomers (anyone born before 1945) and Baby Boomers (born between 1946 and 1964) are all about brand names. Brands like Sealy and Serta, Simmons, Beautyrest and Tempur-Pedic all resonate with this age group and they trust these brands. However, Baby Boomers are 30 percent more likely to trust a brand based on experience.

4. Time is money

The highest sales were found to have spent anywhere from 21 to 60 minutes with their mattress sales representative. This translates into a more knowledgeable conversation, time spent educating the customer on their options and answering their questions will lead to a better result – for both customer and rep.

5. The Y’s have it

Generation Y (born 1977-1994) are the ones to care most about spring technology. So if these young people come into your showroom, don’t skimp on the mechanics of the mattress. This matters to them.