Mattresses are a very simple product and many people are surprised- even shocked- at their cost.  Justifying the price by explaining what’s inside them is neither easy nor effective.  The use of analogies can help the customer relate bedding to products that they don’t scrutinize for value as much.  
    
Try this approach.  “It doesn’t matter to me which set you buy, but I want to help you find the right one for you.  When you consider health and quality of life, mattresses are one of the best values, especially when compared to….”

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