MD increases profit by 188% while reclaiming creative freedom

Gil Devlin helped Michael Spoors to define his growth targets and strategic vision. As Norseal’s new Managing Director, he wanted more creative freedom around getting results. With the ultimate aim of increasing the company’s revenue and profit. It became clear that achieving these objectives required a business overhaul. Together they embarked on a process of integrated business planning. This covered everything from client focus to team values. Looking at both strategic and operational planning.

Norseal are an established and successful distributor of products to the construction industry. Michael knew that the culture within the business was not customer-focused. He felt that his staff were simply going through the motions. Client focus was lacking as he felt the team gave little thought to service beyond delivery of goods.

Integrated Business Planning

The company had no CRM system. Or very few procedures supporting the team to deliver excellence in customer service. Making it difficult for Norseal to operate consistently. Firefighting issues was common. Leaving little time and creative freedom for business growth and getting results. Michael was getting drawn into the daily operations. And found it difficult to maintain a healthy balance to life outside of the business. He knew he wanted to regain his freedom and to think long-term.

Teamwork and leadership skills

Using Gil’s integrated business planning approach, Michael set his creative direction. His vision of what Norseal would become. He shared this with his team to inspire and include them in his growth and improvement mission. They defined the new team behaviours required to deliver excellence in customer service.

In parallel, Gil coached Michael to improve his teamwork and leadership skills. Improving his approach to people management increased accountability, efficiency and profitability. These approaches included individual and team KPIs. As well as effective one-to-one and team meeting structures. These have ensured the team are set clear expectations. And have accountability around agreed actions. He used his improved teamwork and leadership skills to increase team autonomy.

Excellence in customer service

One of Michael’s business goals was to deliver customer delight. To achieve this level of excellence in customer service required many changes. From a strategic and operational planning perspective, this included mindset and process changes. Client focus resulted in new ways of handling customer requirements and enquires. Prioritising client needs at every touchpoint.

Norseal implemented many new procedures and systems within the consumer delight initiative. They installed a new CRM. This system has improved customer relationship management across the admin and sales teams. The company also adopted online customer self-service ordering technology. Giving them an advantage over their competitors. And providing the team the freedom to focus on higher-value enquires. Systemising routine issues brought the team creative freedom and innovation for difficult challenges. Further supporting the consumer delight initiative. This efficiency started to reflect in Michael’s own schedule. Providing the steps towards a better balance to life. Giving him the creative freedom to focus on the next stage of growth rather than issues.

Internal staff coaching and personal development are also now in place. With the aim of nurturing Norseal’s culture and commitment to consumer delight. In any business, repeat business is the key to profitability. Loyal customers bring repeat business when they’re happy with the service they receive.

Strategic and operational planning

Gil’s growth model focusses on achieving long-term growth and improvement for businesses. These goals form the basis of annual planning. Which are then built into detailed 90 Day action plans each quarter. This strategic and operational planning is key to getting results from business coaching.

An end to end review of systems formed part of 90-day integrated business planning. This resulted in a reset of the entire business operations. It ensured strategic alignment between the new technology and the company’s long-term goals. Providing operational freedom to install new technology and ways of working. Now, to keep focus on consumer delight, Norseal’s systems are under continual review.

Coaching with Gil focussed on structured systems, personal development and team accountability. Getting results by having the team run the systems that operate the business. Thereby ensuring operational self-sufficiency. Allowing the day-to-day operations to run without the managing director’s involvement. This operational freedom is the ultimate goal of Gil’s business growth coaching. Giving Michael the independence and freedom to work on strategic business development. And the creative freedom to launch passion projects. Including The Norseal Academy, an educational initiative for the construction industry.

Are you looking for more creative freedom?

You’ve seen how a focus on teamwork and leadership skills transformed Norseal. Yet, reclaiming your creative freedom requires more than new systems. It requires integrated business planning and a shift in how you lead. As an experienced business coach, Gil helps you reclaim your independence. Supporting you in the strategic and operational planning required to lead with confidence. Through client focus, we’ll ensure your business thrives while you reclaim your time.

Together, we will focus on the getting results you want. We’ll focus on your team delivering excellence in customer service. Bringing consumer delight by consistently exceeding customer expectations. Gil will help you put in place a framework of personal development for your entire team. Creating a repeatable blueprint for growth that doesn’t depend on your constant intervention. By developing your teamwork and leadership skills you’ll protect your personal well-being. Ensuring you have the personal time you want and need.

This was the foundation of the strategy for Norseal. Implementing client focus and documented processes across the team. Giving Michael the time and creative freedom to launch the Norseal Academy. It moved him away from firefighting and towards a better balance to life.

Reclaiming your creative freedom is the first step toward a better balance to life. Your first step is for us to have a conversation. We’ll talk about your long-term goals and the current hurdles in your business. Together we can convert your vision into solid action plans. Giving you the capacity to focus on what you’re passionate about. Both in your business, and your personal life. We’ll explore transforming your “in the business” workload into “on the business” leadership.

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