Tag Archives : training


inside MINI USA: The MINI University

THE MINI UNIVERSITYSo much goes on behind-the-scenes at MINI USA.  The corporate staff from the offices in New Jersey work very closely with the nationwide dealer network.  Part of MINI USA’s role, through The MINI University, is to train dealership staff in these roles:

• MINI Motoring Advisor
• MINI Service Advisor
• MINI Sales Manager
• MINI Service Manager

Each time a new MINI model is developed, sales and service people attend training sessions on the new product features and service issues.

The mission of The MINI University:

To support career growth & develop people by providing tools & skills that result in selling more vehicles, service & parts the MINI Way, ultimately creating & maintaining customer loyalty & dealer profitability.

Visit The MINI University Facebook page to get a peek into training at MINI USA.


collectible of the day: MINI training box 2003

MINI training box 2003

MINI training box 2003 (open)

Last month we featured the MINI training box 2005.

Two years earlier MINI USA produced this MINI training box 2003.  The box in 2003 was made from thick black card stock and held closed by a elastic band.  Inside were several items including 12 tabbed folders covering:

  • MINI HISTORY
  • BRAND POSITION
  • CUSTOMERS EXPERIENCE
  • CSI
  • PRODUCT DEEP DIVE
  • MWF / ALERT
  • AFTERSALES
  • ROADSIDE ASSISTANCE / WARRANTY
  • ACCESSORIES / MOTORINGGEAR
  • LET’S COMPARE MINI COOPER VS. COMPETITORS
  • LET’S COMPARE MINI COOPER S VS. COMPETITORS
  • RESOURCES / CONTACTS

Also in the box were dealer and owner’s items including:


collectible of the day: MINI IN MOTION. manual

MINI IN MOTION. manual (open)

MINI IN MOTION. manual

MINI IN MOTION.
Product Selling Points Manual.

This large, padded-cover binder holds training material for the Motoring Advisors covering the second-generation MINI models for 2007.

The six tabs separate six individual booklets:

  • Mission
  • Design
  • Substance
  • Competitors
  • Specs

This manual is intended for a global audience.

MISSION. INCREASE THE MOMENTUM.
The first booklet has 15 pages and covers the changing market, the core MINI value of excitement, spreading the word, target customers, conquest and sales tips, model personalities, and key selling points.

DESIGN. A STAR EVOLVES.
The second 15 page booklet covers exterior and interior design, dashboard features, roominess, individualisation (“319 combinations of colours, roofs and wheels” and “372 different interior combinations”), and options and accessories.  MINI colors shown are: Chili Red, Astro Black, Lightning Blue, Mellow Yellow, Sparkling Silver, Nightfire Red, Pepper White, British Racing Green, Dark Silver, Oxygen Blue, Liquid Silver, and Laser Blue.

SUBSTANCE. ON TRACK FOR THE FUTURE.
Also containing 15 pages, the third booklet covers the new engines, transmissions, handling and steering, active and passive safety, quality, and maintenance.

COMPETITORS. NOTHING COMES CLOSE.
The fourth booklet is thinner, just seven pages, and covers market trends, MINI Cooper competitors (Honda Fit Sport, VW Beetle, VW Rabbit, Scion xB), and MINI Cooper S competitors (Scion tC, VW GTI, Honda Civic Si, Mazda 3 Wagon).

SPECS. THIS FAR, THIS FAST.
The final booklet again has seven pages and covers MINI dimensions, technical data, and equipment.

The MINI IN MOTION. manual was produced by MINI Brand Management.  The MINI catalog number is Training and Qualification, VM-21.  It states “For internal use only.”.  The manual is Art. no.: 91 2837 606.  Printed in Germany 08/2006.


collectible of the day: MINI training box 2005

MINI training box 2005

MINI training box 2005 (open)

Shown above is the MINI USA training box from 2005.  It was meant for Motoring Advisors to learn all aspects of the MINI brand and selling points.  The plastic box with handle and clasp holds 11 tabbed folders and a 2005 Product Information brochure.  The tabbed folders cover:

  • MWF / ALERT
  • AFTERSALES
  • ROADSIDE ASSISTANCE / WARRANTY
  • CSI
  • LET’S COMPARE
  • RESOURCES / CONTACTS
  • BRAND POSITION
  • CUSTOMER EXPERIENCE
  • ACCESSORIES / MOTORINGGEAR
  • PRODUCT DEEP DIVE
  • MINI HISTORY

MWF stands for “Make Waiting Fun” and in 2005 included the physical gift of a MINI PARKING ONLY Stencil and an Unauthorized Owner’s Manual.


collectible of the day: MOTORvation Participant Workbook

MOTORvation Participant Workbook (open)

MOTORvation Participant WorkbookMOTORvation Participant Workbook

This training workbook is a companion to “The MINI Motoring Advisor Skills Development Course”.  The tri-fold, three-ring binder holds 40 pages divided into 16 tabs.

Here’s how a MINI was to be prepared for delivery circa 2002:

1. Prepare car and book delivery appointment.

a. Place MINI Smints on the seat

b. Place steering wheel wrap in place

c. Ensure clock is set to correct time

d. Put customer’s pre-selected CD into CD player (from MWFII)

e. Program radio stations according to customer’s pre-selected choices (Motoring Advisor must check ALERT to find out if customer responded to the request for information.)

f. Place zipper car cover on MINI

g. Pre set day time running lights, etc. (Motoring Advisor must check ALERT to find out if customer responded to the request for information.)