With an award-winning formula, Miele offers a comprehensive catalogue of training solutions to motivate and inspire its sales teams. In 2019, Miele unveiled its biggest launch in the company’s 120-year history, encompassing cooking appliances and dishwashers (Generation 7000) with courses refined and updated to allow partners to gain the knowledge they need on the new collection to grow their sales.

With the movement towards the connected home, Miele has introduced a range of ‘Smart’ functions on the new appliances.  In order to allow partners to experience this first hand, a dedicated ‘Smart Home’ has been created at the Abingdon Experience Centre, allowing them to set up and test the appliances with both smartphone and tablet app functionality as well as voice control via Amazon’s Alexa.  The idea is that they will become familiar firsthand with how this functionality works and so will be better able to explain it to their customers.With the movement towards the connected home, Miele has introduced a range of ‘Smart’ functions on the new appliances.  In order to allow partners to experience this first hand, a dedicated ‘Smart Home’ has been created at the Abingdon Experience Centre, allowing them to set up and test the appliances with both smartphone and tablet app functionality as well as voice control via Amazon’s Alexa.  The idea is that they will become familiar firsthand with how this functionality works and so will be better able to explain it to their customers.

The Miele training team is comprised of a product training manager, a training administrator and five field product sales trainers.  Between them they build, coordinate and deliver head-office training courses, external demonstrations and field training.  All trainers have passed Level 2 Food Hygiene & Safety for Catering so that they can offer hands on cooking demonstrations as part of the courses.  The training team is flexible and responsive and always strives to offer a highly valuable experience for retailers attending courses.  

Miele offers an online booking system for training courses, which enables retailers to easily access course information and availability. 

Miele Training Courses for 2019:

Most Miele courses have been updated and demand is increasing constantly. 

New for 2019. Following the launch of Miele’s Generation 7000 in May 2019, head office courses have been redesigned and are now split by distribution channel, meaning each course is tailored to show just the products that each channel actually sells.  This is designed to cut down on confusion and make the course completely relevant to the delegates.  The courses offer a mix of cookery demonstrations, hands on activities and presentation-style teaching to offer something to every style of learner.  Miele is aiming to offer 50 of these courses in 2019 with a total of 600 spaces.  If attendees are more than a 2.5-hour drive away, Miele will organise accommodation.  

Miele is also running 20 bespoke courses at its Abingdon Experience Centre in 2019 with 200 spaces available for specialist and high focus accounts who prefer not to attend mixed-account training or who have specialist training needs.  An additional four bespoke courses are being held at the London Experience Centre with space for 40 delegates in total.  The training team work closely with the Miele account manager and the account themselves to agree the content for each individual course depending on their needs.  Delegates receive specific information that is aligned with the products that they sell, and learn how to upsell and increase attachment rates. If attendees are more than a 2.5-hour drive away, Miele will organise accommodation.  

New for 2019. Miele built-in product training in London has also been redesigned to help accounts learn about Generation 7000.  20 courses will be taking place in 2019 with a total of 200 places on offer.  Designed to inspire and build knowledge and confidence, the training includes cookery demonstrations with the trainer working alongside a Miele home economist to cover both the technical specifications and the food enhancing qualities of specific features.  

In 2018, Miele introduced London Breakfast Training.  This is offered to accounts with smaller showroom teams or high workloads that are unable to attend a full day of training.  Running from 10am-12pm to include breakfast cooked on the Miele appliances, the session offers quick-fire training on specific product categories and will often tie in with promotions. The trainer delivers the product information and the Miele account manager delivers the information on the sales promotions or support available from Miele for those products.  Four of these courses are running in 2019 with a total of 40 spaces on offer. 

New for 2019. Following the success of the Breakfast Training last year, Miele will also be offering evening sessions at the London showroom.  Partners will experience a Chef’s Table dinner cooked by the in-house team with training and product demonstrations, allowing them to discover more about the appliances as they eat. 

New for 2019. For freestanding and electrical retail accounts, Miele now offers a new ERT course. Eight of these courses are planned for this year, offering a total of 96 spaces.  This course has replaced the freestanding product course and includes the new entry level cooking products as well as laundry, dishwashers and refrigeration.  The style of training is focused on the sales person on the shop floor, helping them to clearly understand the benefits of selling Miele and giving them the tools to justify selling a higher priced machine.  The day includes some hands-on cooking to help illustrate the quality of the Miele ovens and hobs, as well as practical exercises and demonstrations to bring the features of the freestanding products to life.  If attendees are more than a 2.5-hour drive away, Miele will organise accommodation.  

Due to their popularity, Miele will continue its catalogue of Chef’s Table events in order to offer a variety of different evening experiences to retailers.  The original Miele Chef’s Table was hosted at the London Experience Centre in the evening and is now also held in Abingdon.  The delegates are joined by the Miele business team and executive chefs, such as Frederick Forster or Sven-Hanson Britt, who prepare a four-course meal pared with wines to allow the Miele difference to be experienced first-hand.  The event is designed to enhance knowledge around products as well as the business support Miele offers to help grow sales. 20 of these courses are scheduled for 2019 with a total of 200 spaces.  

Miele also offers evening sessions at Bread Ahead London Bridge, where Miele ovens are installed and used by the bakery.  Delegates take part in a pizza-cooking course using the Miele ovens while their Miele account manager talks to them about business support and products. Six of these courses are booked for 2019 with a total of 60 places and 49 spaces booked.  The final version of the Chef’s Table takes place at the Divertimenti Cookery School & Cook Shop on Brompton Road in London, where Miele appliances are installed in the cookery school. Here the delegates are joined by a trainer and the Miele business team while they watch their dinner being prepared on the Miele appliances by a chef.  This event is designed to showcase the appliances in a working environment and the trainer will also talk to the delegates about the brand and the support offered by Miele.  Eight of these events are planned for 2019 offering a total of 80 places with 45 spaces filled. 
New for 2019, Miele has trialed the first Integrated Appliance Installation course, showing kitchen fitters from independent retailers what they need to be aware of when installing integrated cooking, cooling and dishwashing products. 

Introduced in 2016, the Premium Delivery Driver course is offered to give delivery teams from independent accounts the opportunity to learn about installing and setting up freestanding laundry and dishwashers.  Miele has set up a mock ‘house’ on site which enables delegates to practice delivering into a real-life home environment, as well as training them on how to stack washing machines and tumble dryers.  Delegates are then trained to be able to give a 15-minute demonstration on the basic functions of an appliance so that the consumer can be shown how to use it.  This course is offered on an ad-hoc basis, as and when retailers have new delivery staff who need to be trained. 

Launched in 2016, the Brand Immersion course is a bespoke level of training for accounts with multiple doorways to allow them to bring large numbers of staff (approx. 30 delegates per course) to Miele in one go and be immersed in the brand and products.  Attendees are split into smaller groups and rotated across a number of dedicated sessions through the day, covering brand introduction, product training, hands on cooking and business support.  Four courses are scheduled for 2019 with space for 120 delegates. 

Launched in the last quarter of 2016, Miele’s E-learning allows participants to learn remotely via a PC for a detailed level of freestanding and built in training.  It can also be accessed via a mobile or tablet for a lighter version which focuses on only the main sales features of the product selected, making it a great tool when used together with a customer to aid the sale of an appliance.  A bi-monthly e-newsletter lets participants know about new products, acts as a refresher and highlights seasonal products with a direct link to a learning module.  

What training support do you offer to independent retailers?

Independent retailers are vital to Miele’s success and every training course is offered to them. Miele endeavors to tailor its courses to ensure that independent retailers get all the support they need to be able to confidently sell its appliances, as well as having field trainers that are able to visit and support staff on the shop floor with additional training.  The field trainers work flexibly with department and showroom managers to ensure that they can meet the needs of busy independent showrooms and shops, offering early morning, evening and weekend training to fit round opening hours and ensure all staff can get the training they need.  The relationship that has been built with accounts over time mean that partners are proactively contacting the field trainers to request training, and the feedback is that they appreciate the flexible approach Miele has in supporting them. 

How successful has your training been and why? 

⦁ Miele’s net promoter score for its courses has consistently been over 90% for the last three years with several months scoring 100%. 

Please see below NPS results YTD for Miele Head Office Training courses. 

⦁ Would you recommend a Miele built in training course to colleagues? – 92%

“Just wanted to say Thank You for yesterday’s training, very impressive presentation by Rosie and Anne Margaret. I’ve yet to attend a better training session with any appliance company, and that’s saying something (14 years in the biz!!)”

“I really wanted to pass on some comments about Sophie. She was amazing!! Her knowledge of the products and obvious love for the appliances and Miele is infectious! She wasn’t just ‘selling’ to people – she was a people person too and made us all feel very welcome and well looked after. I loved the demonstrations and the food was scrummy!”

“I hate the idea of training, before going it feels like a chore and takes one away from important work. However, it was spot on. Covered everything I needed perfectly and well worthwhile. Very happy. And got fed well. Just need to remember it all! Very good. Very happy.”

“I attended the training course yesterday and wanted to thank Rosie Clarke and Anne Margaret. A brilliant course with the right blend of information and demonstration. Seamlessly presented by a great team. The food was inspiring and delicious and made the learning process memorable.  I learnt so much about the new features and how to sell different products within the range – it will definitely help in selling the Miele brand.”

“Not sure I would change anything. The content, presentation and ambassadorship of the Miele brand is spot on.”

“All staff were very friendly and welcoming which gives me confidence any of my clients will be well looked after.”

“The trainers were very welcoming and so knowledgeable. I learned a lot about Miele appliances and feel inspired to recommend them to our customers.”