More than 1,400 Ford dealership delegates have completed an intensive three-week sales training course.

Organised by product training specialist Mi and held at the Henry Ford College, Loughborough and at The Driving Centre, Prestwood, the True Blue Programme is designed to improve retail skills and benefit staff retention.

Brand training manager for Ford Motor Company and the Henry Ford College at Loughborough, Mike Duncombe says: “We looked at the traditional product training regional visits and realised it was time for change.”

As part of the course, delegates study competitors’ cars, enabling them to draw balanced, meaningful comparisons between these and Ford models. A ‘pocket plan’ with reference material on all Ford products as well as rivals’ models, are issued to delegates at the end of the training sessions.

“It’s a back to basics approach, really,” says Duncombe. “The emphasis is on developing careers, rather than just filling jobs.”

True Blue training costs £175 a delegate, subsidised through the Henry Ford College. It offers mixture of hands-on activities and classroom-based learning. Mi has been working with Ford since 1979.