Blomberg enjoys ‘phenomenal’ response to training roadshow

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Euronics-exclusive appliance brand Blomberg has been cementing its position with Euronics agents through its nationwide training roadshow.

By the conclusion of the tour, the Blomberg training team will have provided product training to more than 330 Euronics Agents, as well as approximately 50 internal staff. Beko plc head of training Kay Ainsworth commented: “The response to our training roadshow has been phenomenal. We’ve had great feedback already and a number of customers getting in touch to say it’s been one of the best industry training experiences that they’ve encountered.

“It’s really important to us that we deliver a high level of training. We are taking staff out of store or asking them to give up evenings, so we’ve got to make sure they’re gaining valuable knowledge, in the right environment, with interactive sessions that allow them to get to grips with our appliances.”

Kay added: “The secret to developing the training has been simply talking to the agents. They don’t want to just watch a PowerPoint presentation. They’re already experts, but we want people to come along and be satisfied that they’ve learnt something new.”


The results have been very positive, Kay notes, with one agent stating his only regret was that he didn’t send more staff. “We’ve listened to what people have said, and we really appreciate that feedback,” Kay explained. “We want to keep giving agents the knowledge to help to grow the Blomberg brand. We now have more area sales managers on the road supporting Euronics agents and more trainers than ever before, so Blomberg can continue to benefit from that retail enthusiasm.

“Euronics agents have the advantage of being known, established and trusted,” Kay added. “It’s key to build relationships. People buy from people they like. Make sure also to follow the market and have the right products. We’ve seen big increases in added value products, such as large fridge freezers, because consumers like to see them before they buy. Plug in products, keep everything looking good and show different options and benefits. People still like to buy from a person – they can trust them and also come back if they need to.”

Kay was presented with an award from the company in appreciation of her 30 years in the industry and to thank her for her hard work throughout the road show.

She commented: “I am absolutely thrilled to receive this award. It has been an incredible thirty years and I have witnessed a lot of changes in the industry during that time. I started as a microwave demonstrator and have seen the technological developments that have transformed the way we train and present. I firmly believe that hands on training is still the best and with the help of technology we can reach new heights. Now I have a team to be proud of and a company that allows me to utilise the skills I have learnt with customers I love.

“We are 100% committed to providing best in class training and support to our Euronics agents, and we work hard to ensure our programmes are fresh and engaging.”

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