Working in partnership

1 October 2001



Miele Professional is adopting a sales strategy that will that will involve supporting its dealers in a new partnership with the company. Janet taylor reports


Changes to Miele’s sales strategy are bringing its network of dealers into sharper focus. At a meeting with dealers on September 25 held at Derby County Football Club, the company revealed a programme, “The Miele Professional Partnership”, that would provide its dealers with a special package of support.

The initiative will allow dealers to offer a comprehensive and efficient service to meet customers’ needs. Dealers will become a one-stop shop, offering the customer peace of mind.

The partnership policy was initiated by Les Marshall who joined the company as sales and marketing director in February this year. At that time Miele used both direct and indirect (dealer) routes, although over the years the balance between the two had varied.

More choice

Mr Marshall decided that the company had to focus more on one route. He investigated both and decided to work though a network of selected dealers, mostly regional, providing the necessary back-up to allow them to provide a full service to customers.

He set out criteria for the dealers:

• a proper infrastructure

• showroom

• service support

• sales force

Qualifying dealers will not necessarily have all these, but by definition will have to demonstrate that they run a businesslike and professional operation. They will be entitled to call themselves a “Miele Professional Partner”. As a result, a network of some 40 will give Miele national coverage.

That network will be promoted and at the September meeting, the company unveiled its support package.

Within the package, a series of initiatives covers core areas: marketing, training, dealer finance, and product support. The intention is that dealers should have the right skills and company back-up to exploit the opportunities offered by the new strategy, at the same time ensuring the customer still gets the right service. The whole package will come under the Miele Professional Partnership brand but call on external specialist expertise where needed.

The initiative also recognises that dealers may need to recruit extra staff, now or in the future, but will not necessarily have extensive experience or skills in this area.

Recruitment advice will be available as necessary ranging from selecting the right publications in which to advertise, to helping to assess applicants. The final choice of candidate rests with the dealer, although the service may make recommendations.

Lead database

The sales and marketing elements split into two areas. A lead tracking system uses telemarketing experts to identify each dealer’s potential marketplace, and to provide dealer-specific leads on line. A tracking system for each dealer will be entered onto a lead database and this has the facility to produce management reports.

Marketing communication covers areas such as mailshots, sent out by Miele but personalised for the dealer concerned and specific to the targeted market sector. Marketing support could also include help with advertising or with other publicity ventures, such as exhibition attendance. Dealers will also be encouraged to seek publicity by sending stories to Miele’s PR company.

Training will respond to dealer needs. Courses will extend beyond sales and products and cover areas such as finance and engineering.

Other elements of the package will help to improve the dealer’s service to customers – they will now be able to back the product by selling a four-year extended warranty, bringing total coverage to five years.

Competitive finance packages to allow the dealers to invest in improvements to their operation will be on offer, and the package has been designed to achieve a high acceptance rate and in all cases a quick response.

The key to the success of the support package is efficient management, and dealers will be able to access the elements of the package online. In many instances one- stop quotes will be available. These could include equipment finance and warranties. Stock checking and ordering can be accessed online, as can offers.

Online access will be password protected, so the information provided will be specific to the dealer and feedback will be instant.

Online links

The online aspect will also be used to promote dealers. Miele plans links from its own site to the dealers’ sites allowing potential customers to find their local dealer and see a nationwide dealer list.

Within this package, each dealer will have an individual level of support, but they will be able to invest further at competitive rates.

The initiatives announced in September are the first stage. Future plans include “Mielewatch”, a machine performance monitoring system designed to reduce machine downtime. Servicing will also be looked at.

Finally, although Miele will service national accounts directly the dealer network will benefit through being involved in the product servicing and installation.



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