WIN

TER

2010

2

Sam AbdelnourVice President Sales, North American Region

While our competitors have been hunkering down, Whirlpool Corporation has acted on the knowledge that now is not the time to withdraw or isolate, but rather to strengthen existing ties by doing what we do best—build appliances. Whirlpool Corporation is not cutting funds, but is spending more on innovation than ever before. It is our goal to give you, our valued trade customers, a true competitive advantage when our brands are placed on your sales floor.It is proven that you will have the

a d v a n t a g e w h e n y o u s e l l Whirlpool Corporat ion’s por tfol io of brands over the competi t ion. N e a r l y 4 5 p e r c e n t o f appliances sold are Whirlpool Corporation products.1 What the power o f Whi r lpoo l Corporation’s brands does for you…

… helps you draw customers into your stores.… makes you more money by increasing your close rate.… invests further in your success.

CUSTOMER DRAWIt is essential for you to have the right brands on your sales floor. More than half of all appliance buyers only shop at one store and for only one brand.2 And more than one-third of customers select Whirlpool Corporation’s brands as their preferred choice.3

MAKING YOU MONEYWhirlpool Corporation’s complementary brand portfolio draws and converts more consumers than the competition.

FPO

All appliances with the ENERGY STAR® emblem meet or exceed energy efficiency standards set forth by the Environmental Portection Agency and the U.S. Department of Energy.

LOOK!for the leaves to find facts about our

resource-saving appliances

Your chance to:Learn from the experts• Increase your product knowledge• Understand appliance industry trends• Share your thoughts with Whirlpool • Corporation

View the latest products• No travel required! No Charge! No time spent out of the store!

sign up now for live internet training!Use this link to choose your session:

whirlpool.webex.com/meet/HARBESD

00/00 Update your HE Expertise00/00 The Power Behind Dish00/00 The Frozen Facts00/00 Whirlpool® Eco Kitchen00/00 Maytag® Hero Kitchen

For more information, contact your Whirlpool Sales Representative

limitedspotsavailable

5five opportunities to attend live product training on the internet

Brand Academy4

LEARN MORE, SELL MOREBRAND ACADEMY

What is it?Brand Academy is Whirlpool Corporation’s online, e-learning product training site. This site provides you with interactive courses and training documents on our latest and greatest product offerings. The courses and documents are designed by our Sales Training Managers to provide you the key features, benefits, and qualifying questions you need to sell our products.

What can I find there?Free, 24-hour access to product information•Timely information on new products•Concise and informative learning modules •One-page Knowledge Transfers •One-page Head 2 Heads•

How do I register?Go to http://whirlpoolcorp-brandacademy.com and click on the Independent Accounts icon.

Click on 1. Create New Account at the bottom of the login area

Fill in your User Information, 2. creating a login name and password

Enter your Whirlpool3. ® sold-to number, then click on Next at the bottom of the page

Check the 4. Independent Accounts box

Click on 5. Create at the bottom of the screen

SteamClean Option & Self-Cleaning SystemBenefits• Innovative SteamClean option spot cleans the oven

floor in about 20 minutes, reducing the need for frequent self-clean cycles• Self-cleaning cycle with adjustable cleaning levels allows customers to match the cleaning level to the amount of food buildup in the oven—light, medium or heavy

Power CenterBenefits• Two Dual-Choice elements provide a total of 6,000 combined watts for high-heat cooking• 12"/9" and 10"/6" elements allow the element size to be matched to various pan sizes for more cooktop flexibility

• Front location of Dual-Choice elements makes them easily accessible for everyday cooking

KNOWLEDGEtransfer

Maytag® Freestanding Electric Rangemodel MER7775W

Ask: Have you ever cooked something that came out unevenly baked? Has your oven ever browned unevenly?

Share: Show the fan in the back of the range and explain how convection can deliver better results in less time.

Ask: How often do you clean your oven? How long does it take you? Ask: Which elements do you use most often when cooking?Share: Two cleaning systems offer convenience and flexibility for both large and small messes.Share: This Maytag cooktop features the two most powerful elements up front where they are most accessible.

EvenAir Convection Benefits:• A fan evenly circulates air around the oven cavity• Provides a consistent oven temperature for uniform browning, even baking and faster roasting

Benefits• Eliminates prerinsing• Exclusive spray jets focus 3 times the water

pressure to clean your dirtiest silverware• Available on models MDB7809AW, MDB8959AW

Benefits• Gets glassware clean with the power of steam• Uses high-heat steam and a high-temperature

rinse to reduce spots on glassware

KNOWLEDGEtransfer

Maytag® 2009 DishwashersModels MDB7709AW, MDB7809AW, MDB8859AW, MDB8959AW

Share: The Jetclean Plus wash system virtually eliminates the need to prerinse, saving your customer both time and water.

Ask: Have you ever had to rewash dishes because of food that was not removed?

Share: With the Silverware Blast , your customer doesn’t have to waste time and water prerinsing silverware.

Ask: Do you wish you didn’t have to prerinse your silverware?

Benefits:• Cleans more effectively• Uses high-pressure spray jets to increase water

pressure for removal of tough food particles• Stainless steel food chopper pulverizes food to prevent particles from plugging the wash system and jets

• Filtration system captures tiny food particles to prevent redistribution during the cycle

Jetclean Plus wash system

Silverware Blast spray jetsSteamClean Option

Ask: How well does your dishwasher clean glassware?

Share: The SteamClean option removes residue from your glassware, so it will come out clean the first time, every time.

GE®

Feature Whirlpool®

Does not offer the eco-friendly Schott Ceran cooktop Eco-friendly construction

Eco-friendly Schott Ceran ceramic cooktop leaves behind no heavy metals during manufacturing and is 100% recyclable

Has this feature Ceramic glass cooktop Tempered-glass surfaces are shatter resistant and easy to clean

Does not offer a bridge element Cooktop flexibilityIncreases cooking options via a 700-watt bridge that connects two heating elements. Evenly heat large or oblong pans more easily on the cooktop

HEAD2Head

VS.

Whirlpool 30" Electric Cooktopmodel GJC3034R

SCHOTT CERAN is a registered trademark of Schott AG. GE is a registered trademark of the General Electric Company.

®Registered trademark/™Trademark of Whirlpool, U.S.A. ©2009 Whirlpool Corporation. All rights reserved.

GE Electric Cooktop PP912BM Whirlpool Electric Cooktop GJC3034R

Advantage:

New!

When you log in, be sure to look for the Advantage Magazine Winter 2010 Curriculum!

Associated product materials grouped into curriculums

5

WINTER 2010

6 Laundry

12 Cooking

18 Refrigeration

20 Dishwashers

• Keep clean laundry from smelling bad• Help customers handle their toughest loads• Most complete Duet® lineup ever

• Introducing Whirlpool Gold® Double Oven Freestanding Range• Great new products from Whirlpool, Maytag and KitchenAid brands

• Space, style and energy savings• Grab a cold one with the Quick Tap™ entertainment refrigerator

• Clean vs. KitchenAid brand clean• Dish out the savings, dish out the features

®Registered trademark/™Trademark of Whirlpool, U.S.A., KitchenAid, U.S.A., or Maytag Corporation or its related companies. ©2009 Whirlpool Corporation. All rights reserved. Form No. XT090275. Printed in the U.S.A. 1/10.

Whirlpool® Laundry6

option with Dynamic Venting Technology™

™

Keeps clean clothes fresh for up to 10 hours!

FanFresh

Available on Duet® Steam washer WFW9750W. Shown with matching WE/GD9750W dryer, optional 15.5" pedestals and optional worksurface.

Go ahead, be your customer’s hero.

Whirlpool® Laundry 7

option with Dynamic Venting Technology™

Your Customers Have a Problem…Actual Twitter.com Tweets“The clothes in the washer have been washed like 4 times because I ALWAYS forget about them!”

“Today stinks. I left my clothes in the washer, so now they’re going to smell unless I wash them again. I’m so dumb.”

“I left my clothes in the washer too long...bummer, now they stink!”

“Terrible smell in the house. Found its source. Oops, left wet laundry in the washer overnight.”

“I hate when you go to put in a load of laundry and realize you forgot something in there. Yuck. Rewash.”

The Duet® WFW9750W saves over

245 GALLONS PER WEEK

compared to a pre-2004

conventional washer!

Have you ever been so busy that you left laundry in the washer all day?

How often do you have to rewash clean clothes because they developed a sour smell from sitting too long in the washer?

How would you like to start laundry in the morning then finish it at night?

How would you like the freedom of not having to sit by the washer all day?

Help make the benefits of the Dynamic Venting Technology™ fan clear to your customers by bringing a portable fan to the sales floor. Direct the fan at your customers and let them know that fresh air from the fan in the washer helps prevent bacteria growth and starts the drying process right in the washer.

ASK THE RIGHT QUESTION SELLING TIPS

!Give Them the SolutionThe new FanFresh™ option with Dynamic Venting Technology™ is the industry’s first real solution for keeping clothes fresh in the washer. The added fan in the washer allows continuous airflow and intermittent tumbling to help prevent odors and bacteria growth in freshly washed clothes for up to 10 hours. No more rewashing clean clothes or having to wait around for the washer to finish.

Amana® Laundry8 *Compared to conventional pre-2004 washers.

Model NFW7300WModel NE/GD7300W

(Laundry pair shown with optional 10" pedestals)

Is your laundry room beginning to look outdated?

How often have you overdryed clothes?

How efficient do you expect a new washer to be?

Give your customers an example to make the efficiency savings tangible. For instance, with the savings from the washer’s efficiency of up to $XXX each year,* your customer could load up his or her MP3 player.

Great Design Without the Designer PriceLet your customers know this laundry pair was designed for them. Amana brand is using a clever mix of smart, easy-to-use features, sporty look and affordable price to create a washer and dryer that fits in anywhere, including their budget.

Let Your Customers Know They Can...

Do Fewer Loads

The Amana® 7300 pair offers more than enough capacity to

get dirty clothes off the floor and back in the drawer with a

3.7 cu. ft. I.E.C. washer and a 6.7 cu. ft. dryer.

Easily Keep the Washer Clean

Use the Clean Washer cycle monthly to help remove

detergent residue from inside the washer. For a deeper

clean, add Affresh® washer cleaner to make the

washer sparkle.

Dry Without Worry

Sensors monitor dryness level and temperature so your

customers don’t have to. Clothes come out dry, but

not cooked.

Install It Where They Want

Place this dryer next to the washer or save space in the laundry

room with an optional stacking kit.

It’s All About Them FPO

Amana brand targets consumers that are looking for contemporary style and clever, practical features at an affordable price.

ASK THE RIGHT QUESTIONSELLING TIPS HAVE YOU HEARD?

The Amana® 7300 washer

uses up to 64% less water and up to 72% less energy, saving your customers up to $100 each year.*

Amana® Laundry 9

STYLE FILELIvEn up ThEIr LaundrY LocaLE In 2010

Keeping up with the laundry is work enough without your customers feeling like they’ve been chained in a dungeon. So how can you help them give their laundry space a fresh start for the new year, and attach some Laundry 1-2-3™ products onto the sale at the same time?

Suggest your customers start with their wardrobe. What colors do their favorite outfits have in common? What jacket do they reach for on a gloomy day? Have them take that jacket they adore with them to the paint or wallpaper store. They can get help there translating it into paint colors or a striking wall paper.

Now on to the practical. Suggest your customers take a look at their current storage. Are their most used items like stain sticks and detergents easy to access? Organization systems like Laundry 1-2-3™ towers and pedestals exist to make the job easier.

If your customer’s laundry area is in a closet, open shelving with baskets and a Laundry 1-2-3™ worksurface might be the way to go. A pretty bowl or even a bank on the worksurface can hold found money, while an industry-exclusive retractable hanging rod (built into select Laundry 1-2-3™ towers) offers a convenient and space-sav ing p lace to hang clothes.

From there on the sky’s the limit. Before they know it, your customers will be thinking up excuses to spend time in the laundry room. Maybe not, but at least they won’t have to waste time thinking up excuses to avoid the laundry. FPO

Model NFW7300WModel NE/GD7300W

(Laundry pair shown with optional 10" pedestals)

Dryer Attachment 10

Increase your washer and dryer sales volume in 2010 by better

understanding your dryer customers. Here are four common

statements from individual dryer customers, and how you can

respond to each.

“My dryer died.”

These customers may enter the store looking for a bargain or have a copy of the latest sales flyer in their

hands. It’s tempting to show them what they already have in mind, but remember that they may not have been shopping for a dryer in over 10 years. This is a

great opportunity to inform them of new features that might motivate them to choose a higher-tier model.

“I want my dryer to match my washer.”

Help these customers identify what washer they have today—but also find out how old it is. If their washer is older than 3–5 years, you may have an opportunity for a new washer sale, too. Be sure to let them know

about all of the energy- and water-efficient washers Whirlpool Corporation offers.

“My dryer is really old.”

Again, it’s important to remember that these customers may not have been in the market for a dryer in over 10 years. Make sure they know that choosing a matching dryer is not just an aesthetic choice. Modern dryers are specifically engineered to complement washer cycles for improved efficiency and fabric care.

“I think my dryer damages my clothes.”

These customers are interested in fabric care. They make comments like, “My dryer doesn’t dry my clothes like I want it to,” “My clothes take too long to dry,” or, “The clothes are always wrinkled at the end of the cycle.” It might be tempting to simply show them the latest in dryer technology, but be sure to link the benefits of that technology to their fabric care needs.

DRYER Customer

Selling Strategies for the

FPO

FPO

Model WFW9250W, Model WED/WGD9250W

Expect More from Small PackagesLiving in smaller spaces doesn’t mean you have to sacrifice the capacity you’re used to,

especially in your washer. The Duet® WFW9150W and WFW9250W front load washers offer full-size capacity (4.0 cu. ft. I.E.C.) in a surprisingly compact footprint that fits more

places—under the counter, in the closet or wherever you need them to go.

Whirlpool Duet® front load laundry pairs—the perfect fit for this new trend.

Easiest to clean PowerPair™ Cooking Center*

Give your customers what they’re looking for! Cleanability is the #1 unmet need among cooking appliances consumers, so be sure to show your customers the MHC CleanRelease® interior and the SteamClean option on select PowerPair™ cooking centers. These and other features help make select Whirlpool brand cooking centers easier to clean than ever before.*

Model GMH6185XV, Model GFE471LV

PowerPair™ Cleaning Centers12

Increase your MHC sales by giving your customers the ultimate combo of cleanability and convenience in the kitchen. Whirlpool® PowerPair™ cooking centers can help you increase attachment sales by as much as 30%. One national retailer that consistently

displays PowerPair™ cooking centers sells a Microwave Hood Combination (MHC) with a Range 85% of the time. In contrast, independent retailers that don’t display PowerPair™ cooking centers sell MHCs with Ranges only 54% of the time.

*Based on a combination of SteamClean range option and MHC CleanRelease® interior. **As rated by a leading consumer magazine.

Get Fired Up With These

MATCHES!

It’s common to sell a range and then add on the MHC, but sometimes it pays to do things backwards. The Whirlpool® Velos® Speedcook ovens feature the TruCapture® ventilation system, which has the best rating for smoke removal among all leading brands.** If superior venting is important to your customer, let them know about our MHCs, and then pair it with a range for an additional sale.

SELLING TIPS

No more running all over the kitchen just to get a meal prepared! Sell your customers on a PowerPair™ cooking center idea by explaining the convenience of being able to cook, bake, microwave and vent all in one area of the kitchen.

SELLING TIPS

How easy is it to clean your kitchen appliances?

How difficult is it to prepare multiple dishes in your current kitchen?

ASK THE RIGHT QUESTION

Hidden VentSimplifies cleaning while providing a sleek appearance that beautifully matches other Whirlpool brand kitchen appliances.

Hidden Bake ElementWith the bake element hidden beneath the oven floor, it’s simple to wipe the smooth interior surface clean. There are no exposed elements to get in the way.

SteamClean OptionBaked-on spills and soils

wipe away effortlessly with the power of steam. Customers can spot clean the oven floor in just 20

minutes without harsh chemicals or scrubbing.

CleanRelease® InteriorAn industry first, the

CleanRelease® non-stick interior wipes down quickly

and easily without scrubbing or special cleaners.

PowerPair™ Cleaning Centers 13

Get Fired Up With These

MATCHES!3

4

2 1

1

1

5

Demo Ideas for PowerPair™ Cooking Centers

FPO

Matching Style Point out the matching features on PowerPair™ appliances, such as handles, control panels, windows and colors.

Easy-to-Clean Features Call out the individual features that combine to make our easiest-to-clean PowerPair™ cooking center, such as the CleanRelease™ interior, Hidden Bake element and SteamClean option.

Hidden VentPoint out the MHC vent and explain the convenience of having it placed in the front for easier control.

Exterior LightShow your customers the MHC exterior light and let them know it’s located toward the back of the unit to help eliminate darker areas.

Charcoal FilterLet your customers handle a charcoal filter and tell them that every Whirlpool® Microwave Hood Combination offers these filters for cleaner air filtration.

14

22

3

1

4

5

What is brand champions?The Brand Champions program offers various incentives to support and reward dealers who display our brands on the selling floor. Whirlpool Corporation gives you the opportunity to reach different mass and premium consumers by offering a strong portfolio of brands. Our goal is to provide you with the support needed to have the most productive floor displays possible.

sign up noW to receive discounts every quarter!

What are the benefits?Depending on your level of participation, the Brand Champion program offers you all of these great benefits:

discounts on premium brands These discounts apply to both KitchenAid and Jenn-Air brands

discounts on mass brands These discounts apply to Whirpool,

Maytag and Amana brands

12-month financing terms or 10% discounts Make the final payment for your Brand Champions flooring order due a full 12 months after shipment,

or take an immediate discount

co-op advertising dollars When your advertisements meet specific requirements,

Whirlpool Corporation will help pay the cost!

The Brand Champions program is subject to Whirlpool Corporation’s standard terms and conditions for trade customer programs, available at

whr.com or upon request. Whirlpool Corporation reserves the right to modify or withdraw the Program at any time.

Where do i sign up?It’s as easy as talking with your Whirlpool representative! They’ll be happy to walk you through all the details of the program and help you choose the Brand Champions level of participation that’s right for your floor.

What are the benefits?Depending on your level of participation, the Brand Champion program offers you all of these great benefits:

free p-o-p and Literature samples Every Brand Champions participant qualifies for select samples of the

latest P-O-P and literature materials

online tools Access to Whirlpool® Web World

portal and other B2B applications

new model discounts New Mass brand models receive a 10% discount,

new KitchenAid® models receive 20%, and new Jenn-Air® models receive 30%*

and more! See your Whirlpool representative for details

*All new models are those that become open to order during that quarter. A

published list each quarter is available on whirlpoolwebworld.com.

From discounts on appliance orders to P-O-P samples and Co-op advertising dollars, the Brand Champions program offers compelling benefits and tools for participating dealers who display Whirlpool Corporation brands.

KitchenAid® Built-in Wall Ovens16

Designed to Sell

Glass Touch DisplayThe glass display has a robust appeal that plastic displays cannot match. It is easy to clean, and responds to the touch of a finger.

Deep Door and Console with Beveled EdgesThese two features provide for a more seamless fit with cabinetry

New Ergonomic HandleInvite your customer to grab the new ergonomic handle and open the door. This strong, sturdy handle is easy to hold with bare hands or oven mitts.

Oven RacksThe same fit and feel found in our handle is evident in the hefty racks and SatinGlide™ roll-out extension rack with ball-bearing rollers for easy loading.

Large WindowThe full-width glass inner door is easy to clean and features a larger window than on previous Architect® Series ovens.

Blue Enameled CavityThis timeless design takes kitchen aesthetics to a new level. Blue enameled cavities are standard in all Architect® Series II wall ovens.

Frameless DesignThe exterior frameless design without bottom or side trim helps make the outside of the oven easy to clean.

KitchenAid® Architect® Series II Built-In OvensEach interface between your customer and these Architect® series II ovens, from handles to display panels, was designed to be as seamless and intuitive as possible, drawing customers in and making the ovens easy to sell. Thoughtful design elements, including seamless surfaces for easier cleaning and larger windows on oven doors for better visibility, all contribute to a consistent and sleek look.

Remember that control is an important feature for serious cooks. If you’re talking with one, they’ll appreciate the responsiveness of our glass-touch controls, and the way the EasyConvect™ time and temperature conversion system makes using traditional recipes easy in a convection oven. Whoever your customers are, be sure to invite them to try the controls out for themselves!

SELLING TIPS

Capital Corner

CAPITAL by: Jim Morphey

10 WAYS to Improve Your Cash Flow

CORNER

17

1. Consider reducing the number of brands you carry. Some may think that more variety will attract more consumers, but a few core brands that meet the various needs of your consumers may actually make it easier for a customer to make a purchase. In addition, consolidating your purchasing maximizes your importance to a few good suppliers. This helps you maximize volume rebates, terms, advertising support, etc., around your key product offerings.

2. Consider taking advantage of terms to maximize DPO when offered. You may want to forego “early-pay” cash discounts. The hidden costs of tying up working capital in inventory can be larger than any benefit derived from the early-pay cash discount, so it is important to maximize your Days Payable Outstanding (DPO) as far as possible without causing a payment penalty.

3. Think twice before financing a capital expenditure (or a long-term asset) with short-term working capital. Not only is this very expensive, it ties up the lifeblood of your business—cash flow. If you can’t find alternative long-term financing, consider leasing as an alternative to buying.

4. Set short-term and long-term goals for key elements of cash flow. Set goals for inventory and accounts receivable turns. Monitor monthly progress towards those goals and communicate them throughout your business. Motivate everybody to achieve those goals, as most everybody has a potential impact on them. If you provide pay incentives to your staff, make sure they are ultimately connected to your short- and long-term goals.

5. Work with key suppliers on ways to focus on targeted offerings that provide maximum profitability, then train your sales force to sell them. Focus not only on margin dollars but also on how to generate maximum inventory turnover. Training your staff on how to move a customer to a brand you carry is an important business basic.

6. Continually work off old or obsolete inventory. Unless you're in the antiques business, the products you sell today depreciate in value a little every month, and the total carrying costs on old product rises with time. Some of these expenses are interest costs, increased damage, or reduced credit line availability. Remember, your first loss is generally your least loss. A large amount of old inventory is often the #1 reason businesses fail.

7. Limit your accounts receivable exposure. Have a strict and restrictive credit policy and minimize deviation. There are many credit sources out there, and you should use them. Unless you have the cash to invest in accounts receivable, adequate bad debt reserves, access to credit reports and the trained personnel required to manage receivables, you will be better off leaving the financing to the experts. Remember: even with mandatory and large cash deposits, builder-related receivables—particularly large concentrations from a few builders—could jeopardize your very existence. Don't be a bank to local builders!

8. Resist the temptation to buy your way to profitability by chasing large-volume rebates. Volume rebates can be a great supplement to profitability, but they should never be the primary profit driver for your business. You'll soon forget the volume rebate you earned after you realize just how much interest you paid on slow-moving inventory or how you tied up your credit line with the wrong mix of product. Chasing volume rebates is a little like musical chairs... things are fine only while the music is still playing!

9. Identify aged inventory for your sales people using codes on the display floor. Most employees want to help the success of the business and will respond when called upon. Usually all they need is a little information on where the focus needs to be.

10. Develop specific goals for Return on Investment (ROI) in your business. Your business is your investment. Set a goal for your targeted ROI. You'll soon find that how you manage your cash flow—specifically the primary drivers of cash flow (Inventory, Accounts Receivable, and Accounts Payable)—has the greatest impacts on your ROI.

Last issue we talked about how important it is for businesses to monitor their cash flow at regular intervals, and we covered how to calculate your Cash Cycle and Cash Conversion Cycle as a way of monitoring your cash flow. As a follow-up to those concepts, here are 10 great ideas for improving your cash flow in the new year.

This article should not be considered specific financial advice for your business. If you have questions about managing your business, please contact your financing provider.

In coming issues, we’ll show how you can take steps to maximize your cash flow and reduce your reliance on debt for long-term growth.

Questions about this column can be directed to James.Morphey@CSHPI.com

Designed to Sell

TOUCH.

NOTE: It is important to enter Cooling Off Mode BEFORE entering Showroom Mode.

The Showroom Mode attracts customers to the Latitude™ refrigerator by displaying a slideshow of Point-of-Purchase messaging on the LCD touchscreen whenever the unit is idle.

Catch Their Interest:Start Showroom Mode

1

2

3

4

Press and hold both the TEMP and HOME buttons

A timer will appear. Continue to hold the TEMP and HOME buttons until the timer finishes

Press the Touch To Begin button. Point-of-Purchase messaging will now be displayed on the screen

Press and hold the TEMP and HOME buttons again for 5 seconds to turn off Showroom Mode

Latitude™ Refrigerator Touchscreen18

The TouchscreenSELLING ADVANTAGEWhirlpool brand has given you a compelling edge in 2010 by putting exterior access to all controls and features right at your customers’ fingertips. Make sure the Latitude™ refrigerator is looking its best and attracting customer interest, then close the sale by showing them how the Latitude™ LCD touchscreen provides easy and intuitive access to time-saving features like Measured Fill.

This mode turns off the compressor to keep the Latitude™ refrigerator looking its best on the sales floor. Turning off the compressor saves energy and reduces the possibility of condensation if the unit loses power.

Before You Start:Enter Cooling Off Mode

Press and hold the TEMP button

A timer will appear. Continue to hold down the TEMP button until the timer finishes

A notice will be displayed, saying COOLING OFF. The compressor is now off

Press and hold the TEMP button again for 3 seconds to change back to Cooling

On Mode

1

2

3

4

Is your kitchen beginning to look outdated?

How often do you need to measure exact amounts of water for recipes?

You can download a fully interactive simulation of the Latitude™ LCD Touchscreen at Brand Academy. whirlpoolcorp-brandacademy.com

ASK THE RIGHT QUESTION HAVE YOU HEARD?

FPO

TOUCH.Close the Sale:Demo Measured Fill

Latitude™ Refrigerator Touchscreen 19

The TouchscreenSELLING ADVANTAGE

The industry-first Measured Fill is a great feature to show customers considering the Latitude™ refrigerator. This option saves time and effort in the kitchen by dispensing an exact amount of water in cups, liters or ounces.

To activate Measured Fill, press the Water tab from the Home screen

To change the measurement unit between cups, liters and ounces, press the Units button

Press and hold a Preset button for 3 seconds to save the current measurement

Press the WATER button to automatically dispense the displayed amount

1

Press the arrows to increase or decrease the amount of water desired

4 5

2

3

The Latitude™ refrigerator consumes less energy per year

than a 75-watt light bulb

run continuously!

There’s nothing compelling to a customer about a blank screen. Make selling easier and more effective by plugging the Latitude™ refrigerator in! Your customers’ experience will be much more compelling (and more likely to produce a sale for you) if you involve their sense of touch. Just be sure to put the refrigerator in Cooling Off mode when you turn it on to keep the interior looking its best.

SELLING TIPS

20 Whirlpool®

Tall Tub Dishwashers

There’s nothing standard about our new Whirlpool® dishwashers! Whirlpool brand’s new Super Capacity tall tub dishwashers set a new level of excellence with more usable wash capacity and the most efficient cycle in their class, all at a new low opening price point. By adding an additional 3 inches of interior loading

space, customers can now load tall and odd-shaped items like cookie sheets, colanders and stock pots in both racks. And, if your customers are in a hurry, the new 1-Hour Wash cycle provides the same great wash performance as the Normal cycle in half the time.

WHY SETTLE

FOR STANDARD DISHWASHERS?

Have dinner plates and cookie sheets handy to demonstrate how tall and odd-shaped items can be easily loaded into Super Capacity tall tub dishwashers thanks to the additional 3 inches of space.

DEMO IT

FPO

Why WhirLpooL brand?No other dishwasher brand has had fewer repairs 13 years in a row. In addition, the preference among consumers for Whirlpool brand is a strong 14%, in comparison to the 5% scored by Frigidaire brand and 7% by GE brand. This strong reputation for quality combined with high consumer backing makes our dishwashers the preferred choice for the majority of your customers.

3 more inches

of space

Super Capacity tall tub dishwashers

Standard Capacity dishwashers

NEW!MODEL DU1010XTX

benefitsOur direct feed system maximizes

space in the tub by keeping customers from having to load around a bulky tower system,

while easy-to-use electronic controls provide a modern and

intuitive design.

vs. ge® model gsd2400nThe tower feed system in the GE®

model hampers loading in the upper rack and must be loaded

around. The GE® model also does not offer electronic controls,

providing only outdated dial controls instead.

21Whirlpool® Tall Tub Dishwashers*Among leading dishwasher brands MSRP $399 and below.**As rated by a leading consumer magazine.

NEW!MODEL DU1030XTXbenefitsOur new Eco cycle saves energy by using the least amount of water possible while maintaining excellent cleaning performance. Adjustable in-the-rack silverware baskets can be placed in either the upper or lower rack (or both) for increased loading flexibility.

vs. ge® model gsd4000nThe GE® model is less efficient, while the bulky tower feed system must be loaded around, taking up valuable rack space. The GE® silverware basket also does not offer the loading flexibility of Whirlpool® brand’s adjustable in-the-rack silverware baskets

MODEL DU1055XTV

The 5-level SheerClean™ wash system provides powerful cleaning while the Auto Soil sensor determines soil levels and adjusts the cleaning level automatically.

MODEL GU2300XTV

The PowerScour™ option uses 36 targeted spray jets to remove baked-on foods without soaking, scrubbing or using an additional drop of water.

MODEL DU1300XTV

The Soak & Scour option helps clean tough soils from dishes, while premium nylon racks resist rust and scratches.

What tall items do you wash by hand because they won’t fit in your current dishwasher?

How much time do you spend washing dishes?

How flexible would you like a new dishwasher to be?

GIVE THEM MORE FOR THEIR MONEY Step Up through the Line With These 3 Tall Tub Models

TAKE A CLOSER LOOK Two New Models That Beat the Competition

All Whirlpool Gold® dishwashers are backed by a 30-Day, Money-Back, Clean and Quiet Guarantee.

Earned a “Best Buy” rating for performance!**

Most efficient dishwasher in its class, with the most efficient cycle in its class!*

Help your customers understand the benefits of durable nylon racks by comparing them to rust proofing a car. Both are an added layer of protection and help keep the dishwasher or car looking new longer.

A “Recommended Buy”!**

SELLING TIPS HAVE YOU HEARD?ASK THE RIGHT QUESTION

BREAKING AWAY from the Hype

GE brand has been making a lot of claims lately about their dishwashers. But how accurate are those claims? Unlike Maytag brand, which prides itself on delivering dishwashers with an uncompromising level of strength and dependability, the new GE® claims aren’t quite as good as they seem.

The GE Brand Claim SmartDispense™ Technology “Holds up to two months of liquid dishwasher detergent and automatically dispenses [it.]”

What They Don’t Tell You The location of the liquid detergent reservoir in the dishwasher door creates a number of potential problems, including the fact that detergent buildup and clogs may occur, requiring service by outside technicians.

Maytag Brand Has a Better Way Rather than offering solutions like SmartDispense™ reservoirs that may be problematic as GE brand has done, we’ve focused on Better Built components—like our 100% stainless steel tub interior, DuraGuard® nylon racks and our Twice the Life motor*—that are carefully designed to clean your customers’ toughest jobs, time after time.

GE® SmartDispense™ Technology

The GE Brand Claim “GE introduces steam in the prewash portion of the cycle to help loosen dried or baked-on soils before the main wash action occurs”

What They Don’t Tell You Because it operates at the beginning of the cycle, Steam Prewash is not able to provide the benefit of reducing hard-to-remove spots on glassware at the end of the cycle. GE brand does NOT claim that it has an incremental cleaning benefit over pre-existing options targeting baked-on food.

Maytag Brand Has a Better Way SteamClean option’s high-heat steam and high-temperature rinse reduce spots to get glassware clean with the power of steam. No other leading brand offers this premium benefit of steam during the end of the cycle at the great opening price point that Maytag brand does.

The GE Brand Claim “Dedicated silverware jets. The bottom of the middle wash arm sprays the entire

perimeter of the lower rack so the silverware basket will receive a concentrated wash, wherever it is placed.”

What They Don’t Tell You These “dedicated silverware jets” are simply holes in the bottom of the middle wash arm and do NOT have a dedicated direct feed solely for the silverware jets, so they CANNOT independently increase the water pressure on silverware to remove tough,

stuck-on food like oatmeal or peanut butter.

Maytag Brand Has a Better Way Industry-exclusive Silverware Blast™ Spray Jets are independent of the wash

arms, and use 3 times the water pressure to eliminate the need to prerinse even the dirtiest silverware.

GE® Dishwasher GDWF160R

GE® upper spray arm (2)

Maytag® vs. GE® Dishwashers22

2. Targeted Wash ZonesA diverter valve alternates water flow between the middle and lower wash arms to concentrate cleaning power. This system uses less water and optimizes cleaning performance in each targeted wash zone.

The bottom of the filter cup is attached to the dishwasher drain system, which allows the filter cup’s micro-fine filter to capture food particles during the wash process and hold them until they are flushed out as the dishwasher drains. This innovative design helps the filter stay clean longer.

3. Low-Maintenance Bottomless Filter

KitchenAid® Dishwashers 23*Combined wash and dry results of highest MSRP models of leading premium brands without heated dry.

Committed to Quality25% BETTER CLEANING THAN THE COMPETITION*

The new KitchenAid® dishwasher model KUDE45 extends our premium performance in filter-based systems into a new low price point, giving your customers great reasons to buy. Combine that with 25% better washing and drying results than the competition,* and it’s never been easier to sell a KitchenAid® dishwasher.

Let your customers know that 25% better cleaning* means fewer dishes they’ll have to rewash by hand and less work prerinsing dishes before running a load. In other words, connect KitchenAid brand’s excellent cleaning results to concrete examples.

SELLING TIPS

1. Pressure-Optimizing Wash Arms

The wash arms direct water flow into narrow spray jets, which constrict and accelerate wash water into powerful fans of wash spray. This means that the dishwasher can provide highly effective cleaning while using less water.

Model KUDE45CV

Universal Industrial-Grade 6' Dishwasher Water Supply Kit

When selling a dishwasher, don’t forget about these great add-on opportunities!

This year,Go with the FloW

PTN: W10278627RC

PTN: 8519716

PTN: 3370993RB

PTN: 4317824RP

PTN: W10273460

large Diameter Tube with Smooth InteriorAllows for maximum water flow, and the smooth interior stops unwanted impurities from building up.

Anti-leak FittingsA commercial-grade EPDM gasket & nickel-coated brass fittings create a high compression seal, minimizing the potential for leaks.

Small Items Basket Holds baby items, jar lids and small utensils that normally would slip through the dishwasher rack.

Anti-Corrosive CouplingBuilt-in universal coupling connects with most ma jor dishwasher brands. Bright, nickel-plated brass coupling will not bond to the fittings. Small Items Bag

This grey mesh bag holds baby items, such as jar lids, etc., that would normally slip through the rack.Braided Reinforcement layer

An added layer of woven belts provides extra strength and durability.

NEW! Dishwasher Installation Kit3/4" by 3/8" elbow hose fitting features a pace-saving 90° design and includes a brass compression fitting.NoTE: Now a necessary installation part for all new Whirlpool Corporation dishwashers.

6' Dishwasher 3-Wire Cord KitIncludes a Straight Cord kit, strain relief, wire nuts and instructions.

Whirlpool Corporation recommends that customers change their dishwasher hoses every five years to prevent possible water leaks.

HAVE YOU HEARD?

Parts & Accessories24

Good vs. Great Be the Best Salesperson You Can in 2010

The key to your success this year is a clear understanding of the traits that turn a Good salesperson into a Great one. Learn these traits, master them and consistently execute them to ensure your continuing success in 2010.

Salespeople are similar to professional athletes competing at the top levels. Our arena is the Appliance Sales Games. We need to take time everyday and practice our skills to win.

All the characteristics I’ve listed below are important, but let’s focus on five key traits.

Great Salespeople See Themselves as Learners

At one time, our industry was pretty stable with little change. We all know this is no longer the case. The products you’re selling are changing dramatically in design, features and benefits, and the customer’s needs are changing, too. Your willingness to learn is a key element to being Great today. Attend seminars, read trade journals, take advantage of manufacturers’ online education programs, or simply go to supplier and competitor websites on a regular basis. The learning process should never stop. Because when it does, your value in the marketplace erodes.

Great Salespeople Listen Well

The best salespeople I observe are the ones who talk the least and listen the most. We’re all proud of the product knowledge we’ve gathered over our careers, but we don’t need to share all of it with every customer we meet. A large portion of being Good vs. Great is listening to the customer and learning their needs. When we’re talking we have little ability to learn. Practice this: don’t talk any more than 30 seconds before you let the customer either comment or ask a question.

The discovery or qualifying process is part of listening to customers so you fully understand their needs. Listen to other salespeople, and ask them to listen to you. In most cases no questions are asked prior to showing the customer a product! This leads to taking the customer to products that may not fit their needs. If you don’t fill their needs, you won’t make the sale. It takes the right questions and a good listener to uncover the customer’s needs and match him or her to the right product that fits those needs.

Great Salespeople Are Benefit/Needs Centered

The key to presenting the right product that fits the customer’s needs is to focus on the Feature/Benefit that addresses those needs. If in the discovery process the customer tells you that energy savings is an important benefit they are looking for, then focus on energy savings. Don’t start with features and benefits that have nothing to do with saving energy.

You might also want to change how you’re presenting the product to your customers—who’s touching the product? Point out the features and benefits, but have the customer handle the product. Example: when you talk about capacity and cycles, have the customer open the washer door and turn the cycle selection knob. By having them get involved with the product they are more engaged in the process and more likely to buy from you vs. a competitor. This may be different than what you’re use to and can take some practice.

Great Salespeople Invisibly Balance Flexibility and Control of the Sales Process

Most consumers don’t want to come home and say to their neighbor, “I just went down to the appliance store and they

sold me my new washer.” If you are a Great salesperson, they will come home and say they went down to the Appliance store and you helped them pick out their new washer. You asked the right questions, you listened, you made suggestions, and then you helped them make a choice. That shopping experience generates a loyal customer. Loyal customers are the ones who return and ask for you, as well as send in their friends to ask for you.

by: Barry Behr

Continued on Page 26

Good Salespeople great salespeopleAdapt to Customers Always Support Customer Buying Reasons

Care About Meeting Their Quota Are Passionate About Their Subject

Never Argue with a Customer Are Benefits/Needs Centered

Use Humor to Lower Customer Stress Use Humor to Increase Learning

See Themselves as Leaders See Themselves as Learners

Speak Well Listen Well

Know They Know Their Subject Are Constantly Learning Their Subject

Regularly Review Materials Relating to Their Field

Regularly Review Materials Outside for Implications in Their Field

Control the Sales Process Invisibly Balance Flexibility and Control of the Sales Process

Don’t Ask for the Order ask for the order

Good vs. Great 25

Affresh™ Dishwasher & Disposal Cleaner pouch PTN: W10282479

The once-a-month solution for dishwasher and disposal odor*

*Based on oxygenated and alkaline cleaning power. **Based on manufacturer recommendations. Affresh™ washer cleaner and Affresh™ dishwasher and disposal cleaner are made by an affiliate of the manufacturer.

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Affresh™ Dishwasher & Disposal Cleaner: One Product Easily Cleans Two Appliances The NEW Affresh™ dishwasher & disposal cleaner is the powerful, ground-breaking solution for unwanted dishwasher and disposal odor. These innovative tablets help prevent odor in the dishwasher AND disposal. Developed with the consumer in mind, these cleaner tablets help remove even the most stubborn odors from dishwashers and disposals.

A new once-A-monTh soluTion for dishwAsher And disposAl odor

Continued from page 25

by: Barry Behr

Asking for the Order

It just amazes us how may shopping reports come back where the salesperson did not ask for the order. Some reports show it happens as often as 96% of the time. If you perform at the Great level, the asking process is natural and not done in a high-pressure manner. If you’ve asked the right questions and showed the right product, then asking for the order is the natural thing to do. They need clean clothes, clean dishes, cold food, clean whatever! They NEED to purchase something from someone! Research indicates that in the U.S. over 50% of appliance shoppers go to one outlet and make their buying decision. Another 25% have to go to a second outlet. This is a sign that because of the poor salesmanship at the first location the customers had to go to a second location to make their decision. Save your customers’ time and help them make their purchasing decision while they are at your store!

Tiger Woods is a Great golfer, yet he practices 99% of the time and competes only 1% of his golf time for big dollars. How much time do you take to practice your skills to be Great? Remember, even when we are trying to be Great we can’t fill every customer’s needs. The more often we focus on being Good vs. Great, the better our chances of being successful. It does take practice and commitment to be Great. It’s your choice and it’s a choice you make every day.

Last Thought

Those who say it can’t be done need to get out of the way of those who are doing it.

Good vs. Great Be the Best Salesperson You Can in 2010

Good vs. Great26

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*Companies in the Newsweek Green Rankings were selected from among the 500 largest U.S. companies. For details, see http://greenrankings.newsweek.com.

*

ranked One Of the

Nearly 40 years ago, Whirlpool Corporation established an office for environmental control. We’re proud of our long-term commitment to sustainability, and because of those continuing efforts we were

recently named to the Newsweek Green Rankings, a list of the 500 greenest large companies in America.* Whirlpool Corporation was ranked 8th in its industry sector and 78th overall on the list.