Gaggenau, established in 1683, is a world-leading luxury appliance brand headquartered in Germany, with a global dealer network. Today, it is part of Bosch-Siemens Hausgeräte (BSH Hausgeräte). Gaggenau’s products combine timeless design, high performance, and exceptional craftsmanship, positioning the brand firmly in the premium segment of the market.
Influencing Dealers' Salespeople to Sell Gaggenau's Products
Gaggenau operates through selected dealers who represent multiple competing brands. In this environment, brand preference is not guaranteed. It must be earned continuously.
For a business that relies on a broad dealer network, influencing how salespeople present and prioritize products is critical. Showell supports Gaggenau by bringing structure, accessibility, and consistency to sales content across the network.
Hear what Magnus Falk, Marketing Manager at Gaggenau, has to say about how Showell has made an impact on their sales.
The Challenge: Staying on Dealers' Top of Mind
Gaggenau partners with selected dealers who act as retailers for their products. However, these dealers also represent competing brands. In practice, this means that Gaggenau competes not only on product quality, but also on attention in day-to-day sales situations. "You can't control them in every detail. You have to influence them", says Magnus.
"We are fighting for their brain capacity to make them love us and use us as much as possible in their projects."
The core challenge was not access to materials alone. It was ensuring that dealers’ sales representatives could quickly find and confidently use the right Gaggenau content in customer conversations, instead of defaulting to competing brands.
The Solution: Enabling Salespeople to Have Access to Relevant Content at Any Time
To influence sales behavior, content needs to be easy to access, clearly structured, and always up to date.
For Gaggenau, it is essential that relevant and updated content is available to the sales team at their fingertips, even offline. Instead of navigating large email attachments, shared drives, or scattered links, dealers can access a centralized content library tailored to their daily work.
Gone are the times when large files were lost in emails, various sharing sites, and tracking links.
"With Showell we narrow the universe down [...] focusing on the content you need to take care of your daily work."
No matter what file type— videos, images, presentations, or even 3D models—Showell supports editing, presenting, and sharing these files in one single platform. This enables dealers to present premium products in a way that reflects the brand’s positioning, whether in-store, in meetings, or on-site with clients.
Centralizing and structuring sales materials meant that Gaggenau can now ensure that dealers’ sales representatives are better informed, can check product details quickly, and conduct more confident and professional sales conversations. Content tracking also adds transparency into how materials are used in the field.
See What Is Used and What Is Not With Sales Content Analytics
Beyond content distribution, Gaggenau benefits from visibility into how materials perform.
With Showell Analytics, you can keep track of when a file is opened and see what sparked your prospect’s interest. This provides insights into which materials resonate in real sales situations and which ones may need improvement.
"I mostly appreciate the statistics - to know what's hot and what's not hot. What is used and what is not used."
These insights help refine content strategy over time, ensuring that resources are invested in materials that support actual sales conversations and business outcomes.
Empower Your Sales Team Today
Gaggenau highly recommends Showell for businesses that want to enable their sales teams to work more efficiently and professionally in their day-to-day activities.
The platform is intuitive and easy to integrate. It can be customized to reflect your brand structure and support your specific sales processes, whether you operate with a direct sales force or an extended dealer network.
Book a demo with Showell today or learn more about sales enablement for different businesses below.
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