Daniel Basich: Mattress Maven
By James Florence, Diamond Certified Resource Reporter
WINDSOR — In transitioning from restaurant management to mattress sales, Daniel Basich didn’t know if he would sink or bounce. Fortunately, his career move turned out to be a firm success. “I was working as a restaurant manager when a friend who worked for Sleep City told me they were hiring sales reps,” he recounts. “It seemed like a good opportunity to try something new. Restaurant management entailed long hours, so a change of pace sounded nice. Plus, I’ve always been told I have the gift of gab, so sales seemed like a good fit.”
After landing the job, Daniel embarked on an epic quest to master the art of sales. “Learning about sales and how to work with people in a different manner was a lot of fun. I wasn’t great at it right away, but Mark [Thomas, owner] kept working with me, and I also attended several sales training courses and seminars. Sure enough, I got better at it and eventually became a store manager.”
Today, as manager of Sleep City Mattress Centers – Windsor, Daniel says he enjoys the pace of his job. “Restaurant work is very fast-paced—even when you aren’t interacting with customers, you’re constantly doing busywork. Moving into sales was a much slower pace, which I liked. I really enjoy the ability to take a more methodical approach to my work.”
A resident of Petaluma, Daniel spends his time outside of work on a variety of pastimes. “I’m a nerd,” he laughs. “I enjoy writing and reading fantasy fiction. I’m a huge ‘Game of Thrones’ fan and I’m involved with a couple of fan podcasts. That said, I’m also a big football fan—I’m really excited that we’re going to have a 2020 season.” When he’s not rereading GOT or watching the big game, Daniel enjoys hanging out and having fun with his girlfriend, Kaleigh.
When asked about a professional philosophy, Daniel espouses the importance of kindness. “It’s really a life philosophy, and that’s, ‘Be kind and greet people with a smile,’” he says. “That has been my mantra for my entire career. When I removed the desire to be a ‘salesman’ and just focused on educating and helping people, I became a great salesman. It’s really simple—you just need the right motivation.”
When asked the first thing he’d do if he were to retire tomorrow, Daniel says he’d transition to a more relaxed livelihood. “I would probably become a marshal on a golf course. A golf marshal’s job is basically to sit in a golf cart and tell people when it’s their turn to go. It’s the most laid-back job ever. A lot of golf marshals are retirees who do it two or three days a week and get to play golf for free. So, that’s kind of my dream for retirement.”
Ask Me Anything!
Q: Coffee or tea?
A: I like both, but if I had to choose, it would be coffee for sure.
Q: What’s your favorite local restaurant?
A: My three favorites in Petaluma are Mi Pueblo, Old Chicago Pizza and Kabuki Japanese Restaurant.
Q: If you could travel anywhere in the world, where would you go?
A: Tokyo. I grew up watching Japanese anime and reading Japanese comics, so that culture has been a big influence on me and I’d love to experience it in person.
Q: What was your favorite Halloween costume when you were a kid?
A: Captain Jack Sparrow. I was 11 years old and I had the costume dialed. I had the braids, the goatee—the whole nine yards.
Q: What’s your favorite football team?
A: The Los Angeles Rams.
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