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Navigating Commercial Success: 8 questions with Lee Smith, our Head of Commercial at Ellard

Lee Smith, Ellard’s Head of Commercial,  has been with the business for over five months. Over these past months, he has been instrumental in driving change and fostering a culture of continuous improvement within his team and the entire business.

In this interview, we delve into his career journey, the strategies he's implementing to enhance our commercial division, and his vision for the future. 


Join us as we explore Lee's insights and plans for achieving commercial success at Ellard.


Career Journey and Milestones


  1. Can you tell us about your career journey and what led you to join Ellard?



LS: “ I have worked in several businesses across multiple sectors and within many different roles. From hands-on manufacturing, design, continuous improvement and process engineering, these roles led me to a career in project management. Spending time working within a project environment brought direct customer exposure, leading me to progress within the commercial function, however, with a bias toward the product, not the pound!


This outlook might be the wrong recipe for sales, but focusing on a repeat custom of trust and the quality of product and service doesn’t just win for me, but the customer also.


I moved to Ellard as I was within the Indutrade Group and spotted the position. Having toured Ellard previously and seeing the great culture within the business, I was keen to join!”


  1. How have your past roles prepared you for your current position as Head of Commercial?


LS: “I believe that my career up to this point has given me exposure to every step of the journey of a sale. From seeing the frustrations inherent in manufacturing, the challenges of sourcing, lead-time and budgets from within projects, and now the financial and customer interface of ensuring customer focused sales whilst ensuring viable business and longevity.


The Head of Commercial position at Ellard is a role that gives ownership and alignment to all four of my functions (Sales, Marketing, Customer Services and Technical). In many businesses, these teams are separated by either siloed working or conflicting objectives. I am able to support the identification of customer needs, align with the technical team to ensure the best physical product is made available and then launch this to market with the correct marketing.”


Day-to-Day Responsibilities and Strategic Priorities


  1. What does a typical day look like for you in your role at Ellard?


LS: “At just over 5 months in, every day has certainly been different. My current approach is to complete a 6-month gap analysis of areas of business I believe we can improve upon. The current focus is to capture the honest temperature of our customers and what they think is good and bad about Ellard. I need to hear it to be able to do more/less of it! I'm then using our customers' needs, wants and desires to compile a commercial strategy that will bring control to Ellard through process, training and the right products.


Safe to say that every day is educational as I’m new to the industry!”



  1. How do you ensure effective collaboration between the commercial team and other departments within Ellard?


LS: “It’s a simple recipe… Communication! We’re all guilty of working in the business's best interests, but typically, in isolation. I’m working to support awareness and multi-department communication, generally in its simplest form, conducting meetings with clear agendas and assigned actions - complete with timings.


Setting clear expectations for my plans has also helped. A little structure and planning shared with the workforce to show direction and progress made, helps demonstrate to the team that we are moving in the right direction. It takes time, but we are seeing positive results already!”


Vision for Ellard’s Commercial Future


  1. What are your short-term and long-term goals for Ellard’s commercial division?


LS: “Short-term - We want our business to be simple for our people by having the right products, supporting information, and training for everyone to succeed. We will make the small, incremental improvements to how we work day-to-day, with focus on ensuring our customers' experience of Ellard improves every time.


In the long term, we will continue to work towards having the best portfolio of products that are thoroughly tested and aligned to the needs of the industry. 


Instil a commercial culture that supports the growth of Ellard through a reputation of quality, trust, and knowledgeability.”



  1. How do you see Ellard adapting to future changes in the market and industry?


LS: “We have a great team here at Ellard. We all possess the awareness that we need to stay aligned and relevant to the needs of the industry to survive and thrive.


Our portfolio of products gives us a vast outreach to multiple customers. However, in a sector flooded with what I would refer to as a “me too offering”, we need to be more innovative. Ultimately, a customer can source a product they believe to be similar/equivalent, unaware of the testing and additional non-monetary benefits Ellard brings. An example of this is our technical knowledge. We offer a support line directly to our engineers to ensure no loss of time/service to our customers.”




Leadership Insights and Personal Motivation



  1. How would you describe your leadership style and philosophy?


LS: “Honestly, I wouldn't say I consciously have one. I just work on the principles of what feels right. Lead by doing, be this within the responsibility of my role or grabbing a mop. There are no egos within the team! 


I'm consciously working to instil a mindset that means people can speak openly for us to utilise the best experience and knowledge of the team. I'm not here to be right. I want to ensure we collectively play our strongest hand in everything we do. If we can have some fun in the process, even better!”



  1. What advice would you give to someone aspiring to a leadership position in the commercial sector?


LS: “Keep chipping away and do it with passion in what you do. 


My exposure to different industries and roles has helped my adaptability. In addition, being hungry to learn and impress has helped me push my career along. Take the opportunity and learn. Diversification only adds strength. 


A quote that a previous manager once gave me has always stuck with me: “Keep learning, be adaptable and stay relevant”


Lee's extensive experience and forward-thinking strategies are already making a significant impact, driving a culture of continuous improvement and innovation. His focus on understanding customer needs, fostering collaboration, and prioritising employee development sets the stage for a brighter future at Ellard.


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