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1
2
Miele
• Immer Besser
• Family Business
• 16,500 Employees
• Business Areas
3
The Market
• Overall market back to 2000
• Retailer landscape
• Lack of consumer confidence
• Sales Staff not confident
• Measurements for Sales
4
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
5
Challenges we Faced
• How to motivate retail sales staff
• Focus them on Miele (Improve beliefs)
• Develop new tools and be consistent
6
6
Sales Strategy
Keeping it Simple Training Tools Reward
7
Types of sales People
Consultative
Hit and Run Order takers
Price
Targets
Information Providers
8
Question
9
Key Features highlighted by model
10
Which one are you
11
12
12
Sales Strategy
Keeping it Simple Training Tools Reward
13
Demonstration Days
14
Benefits
• Consistent approach
• Helped junior staff
• Allowed for customisation
• Infomercials‘
• Visual aid
15
15
Sales Strategy
Keeping it Simple Training Tools Reward
16
Inspired performance
17
Welcome pack
Invited to participate
Register Details
18
Miele Academy
Cheques
On completion of
training
Special recognition
19
The benefits we received
• Names of all sales people
• Information
• Target high value products
• Weekly interactions
• Insight into what drives salespeople
20
 Sales Training
 Demonstrations in store
 Inspired Performance
 Simple Range strategy
We altered course
21
Key – Take Away
• Have a plan
• Motivation
• Know the customer
• Perseverance
22
Video Link
• http://www.youtube.com/watch?v=d6wRkzCW5qI
23
Thank You

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National conference 2011 ben murphy - miele ireland (26.05.11)