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Miele

• Immer Besser

• Family Business

• 16,500 Employees

• Business Areas

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The Market

• Overall market back to 2000

• Retailer landscape

• Lack of consumer confidence

• Sales Staff not confident

• Measurements for Sales

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REI Owners Forum 23.03.10

-50%

Hard Hardware

Home | Interiors | Furniture

Electrical Brown

Electrical White

Giftware

Menswear

Footwear

Ladieswear

Jewellery

Convenience Grocery

Pharmacy*

Forecourt

Large Format Grocery

Discounters 0%

Non discretionary

spending

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Challenges we Faced

• How to motivate retail sales staff

• Focus them on Miele (Improve beliefs)

• Develop new tools and be consistent

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Sales Strategy

Keeping it Simple Training Tools Reward

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Types of sales People

Consultative

Hit and Run Order takers

Price

Targets

Information Providers

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Question

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Key Features highlighted by model

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Which one are you

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Sales Strategy

Keeping it Simple Training Tools Reward

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Demonstration Days

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Benefits

• Consistent approach

• Helped junior staff

• Allowed for customisation

• Infomercials‘

• Visual aid

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Sales Strategy

Keeping it Simple Training Tools Reward

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Inspired performance

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Welcome pack Invited to participate Register Details

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Miele Academy Cheques On completion of training Special recognition

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The benefits we received

• Names of all sales people

• Information

• Target high value products

• Weekly interactions

• Insight into what drives salespeople

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Sales Training

Demonstrations in store

Inspired Performance

Simple Range strategy

We altered course

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Key – Take Away

• Have a plan

• Motivation

• Know the customer

• Perseverance

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Video Link

• http://www.youtube.com/watch?v=d6wRkzCW5qI

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Thank You