BSH takes training to a new level

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All three BSH brands have received new multi-million pound training and showroom facilities which reflect their distinctive characteristics and demonstrate BSH’s commitment to training. Anna Ryland, reports.

Looking around the stunning training showrooms of the BSH brands at the company’s HQ in Milton Keynes, two things are clear. First, that the BSH group truly believes that training its trade partners is the best way of fostering knowledge of the company’s premium technologies and its passion for raising the bar in the industry. The company also strives to preserve the distinct personalities of its three brands and their place in the market.

All three training facilities of Bosch, Siemens and Neff have received a multi-million pound makeover, or should we say – a complete facelift – as the premises are hardly recognisable from their previous format a year ago.

Bosch’s 540-square metre training centre incorporates specialist product zones, including the Green area and Technical zones, that house two world’s firsts for dishwashers – the world’s quietest model at 38dB and the most water efficient one with 6.5 litre consumption. There is also a working kitchen, where cooking demonstrations will be held and a special hood installation room for in-depth training in this area.

Bosch offers three levels of courses; basic, refresher and expert. Their topics include ovens, hobs and hoods and compact appliances as well as a cooking day with training in basic generics, functions, features, USPs and sell up routes. All courses give delegates hands-on-experience with the products. There are also three levels of courses designed around laundry, dishwashing and cooling.

Ken Humphrey, Bosch brand manager, commented to IER: “We wanted to set the benchmark in the industry with our new training facility; offering our retailers the opportunity to increase their product knowledge in an impressive and engaging environment. We believe that good training is the key to success for our retailers, who in turn will be able to offer expert advice on our appliances to the end consumer, ensuring they know the points of difference and the reasons why a particular appliance is right for them.”

The focus of the Siemens iQ Training Academy is the cooking demonstration area where home economists will show how to make the most of steam cooking, the versatility of flexInduction hobs or the convenience of its Teppan Yaki cook top.

Opposite the demonstration area are fully equipped stations where, working in small teams, visitors engage in cooking. The product demonstration area space is divided into seven zones: cooling, laundry, dishwashing, ovens, hobs, hoods and compact appliances. There is also an energy section, highlighting the company’s green credentials, which includes an interactive touch-screen showing the potential energy-saving of switching to a Siemens appliance.

The Neff Learning Centre consists of five areas: Learning, Cooking, Working, Listening and Dining. The Learning Zone gives dealers first-hand experience of the Neff appliance collection. The Cooking Zone is built around the cookery school where dealers will be invited to test the effectiveness of the CircoTherm system which is at the heart of every Neff oven and which has made Neff the UK leader in built-in cooking.

The progress along the ‘Neff journey’ has been designed to offer dealers maximum interaction with Neff appliances and help them visualise a variety of alternative appliance options. In addition to cooking appliances the Centre also displays a wide selection of refrigeration, dishwashing and laundry appliances.

Neff brand manager, Hannah Groves, whose vision created the Neff Learning Centre, said to IER: “The huge investment made recently by BSH in developing new training facilities across the board has enabled us to take advantage by creating a tailor-made environment where the participant’s experience is a priority at all times. In other words, we took a ‘blank canvas’ around which we designed the ideal scenario for Neff training and we believe this is exactly what we have achieved.

“It’s an inspiring environment, designed to create a feel-good factor about the Neff brand. The in-depth product knowledge and understanding gained here will assist our dealers in their day to day work within their own businesses, as we know they will come away with a new found confidence in selling the brand.”

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