IER-JAN10-PG20-21-22-24.3:Layout 1 05/01/2010 10:33 Page 22
Retail training
Domestic appliances
Miele has a very comprehensive training
offer for its dealers. Paul Tayler, sales
director at Miele, explains: “We offer a
complete training package - from
foundation training in the field through to
advanced, interactive training on site at
our Experience Centre. Miele training
Electrolux training
adopts a blended approach of learning
styles, using theory, practical experience
and reflective time.” The company also format is retailer training events tailored to do not offer specific sales training, it isn't
has an e-learning portal, giving dealers dealers’ business. The courses are built possible to train a retailer in a product
the option of addressing their training around sales analysis, sales history, and without focusing on the selling aspect of
needs during quieter periods. store demographics, and retail staff that product – so we do offer tailored
Recognising independents’ limitations in knowledge. Finally there is POD training – selling skills,” explains Liz Barker, Neff
terms of time and resources the company ‘information snacks’ designed around training centre manger.
provides flexible options. “Our team of Unique Selling Pointers. These modules De Dietrich offers training to its dealers
trainers offer time-poor dealers breakfast can be used individually or batched both in its training centre at the
training sessions, lunch meetings and together to create an individual training Basingstoke headquarters and off-site at
even field training as required,” says Paul programme. dealer showrooms. “All our training
Tayler. Neff training takes place at its head courses are offered as bespoke packages
Meanwhile, Electrolux has three types office in Milton Keynes three days per to the particular dealer in order to ensure
of retail training. It includes Premier week and on average for 40 weeks of the we hone their skills according to the
Partner Induction Training, designed with year. “Our key training is focused on our product ranges they offer in their
the independent retailers in mind, which products and the relationship between showrooms and according to the style of
offer Electrolux kitchen studios training on their functions or features and the benefits their business. Each programme covers
all Electrolux built-in products. Another to the consumer. However, although we both product and sales-related training
and all are hands-on and interactive,”
De Dietrich’s Deborah Barnes
comments Richard Walker, De Dietrich
demonstrates at Grand Designs sales and marketing director. “Since we
have been regularly exhibiting at Grand
Designs Live! Twice a year, we have also
incorporated a level of consumer training
on our stands, by providing cookery
demonstrations either with acclaimed
chef, Mike Robinson who is our brand
ambassador, or with Deborah Barnes, our
national training and business
development manager. What we have
found from this exercise is that
consumers are then entering independent
showrooms with a higher level of
knowledge about our products.”
Whirlpool has recently opened
ATHOME – a training facility and
“The ability for retail staff
to identify the customer’s
needs and find the right
product for them is what
sets the retailer apart
from the rest”
James Atkins, trade marketing
manager, Freesat
22 TheIndependentElectricalRetailer January 2010
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