COMPANY
Belazu Ingredient Company
WEBSITE
www.belazu.com
INDUSTRY SECTOR
Food
NLR PROGRAMMES
Team Coaching
Sales training and coaching
“We needed a bespoke sales training solution involving a comprehensive roll-out to upskill each and every sales person, looking at their practice out in the field, accompanying them on customer meetings and prospecting, observing and identifying specific solutions for each customer segment and target group.”
Adam Wells – Managing Director
A win/win result
Belazu has a 20 year history operating in the food sector, with an award winning reputation for excellence and innovation among an influential customer base including Michelin starred chefs across London and the South East. The Company has built this strong foothold in the market and maintains it by having a belief and passion in better product, better price and a better service.
Belazu has an ambitious desire for accelerated growth in turnover. Key to this success is the delivery of the company’s Mission, Vision and Values along with a strategic roll-out throughout the various functions of the business. In particular the Sales and Marketing functions are seeking to extend the reach of the Belazu customer base without compromise in service and quality or reputation by building a Customer added value strategy.
The Senior Management Team needed to work as one cohesive team in order to uplift productivity, turnover and margin and create a culture of accountability. They sought delivery of high volumes of high quality sales that are valued and profitable to both customers and the company. They wanted sales management structures, field coaching, classroom training, negotiating skills, sales processes codified by channel and a key account management approach to their work. They also wanted to identify, retain and develop key accounts, whilst creating the capacity to win and service new business in both new markets and a wider geographical reach; to build upon current success by defining excellence within the top team and the sales function and provide the support needed to meet these challenges; to have a sales function that has an effective customer relationship strategy and to maximise productivity.
The Management Team chose New Level Results, initially because they felt the Best Year Yet Team Development Programme would facilitate a shift in the performance culture. They have continued to work with New Level Results in the roll-out of bespoke sales training and performance management processes.
The Company has successfully implemented a Mission, Vision and Values cascade and is well on the way to building a high value, high performance culture. Its ambitious growth targets are on track and they are seeing a complete transformation in the sales delivery function of the business, having been open to a comprehensive review of customer meetings, sales meetings, individual performance meetings, observations, sales processes by channel and sales management information. This has included a whole range of new strategies and delivery processes that empower the management
team to meet new challenges and achieve defined objectives.
Rebranding to ‘The Belazu Ingredient company’ the business continues to build on its success and New Level Results are called upon to add further value to the sales teams, refresh training and build the processes to support continued success.
“Working with New Level Results we have spent the past 12 months developing the company’s business strategy, identifying the values and culture we want for the business, building trust and relationships as a senior management team and rolling out a Performance Management programme across all departments. The Company is now ready to achieve our ambition to double turnover having put the enablers in place and agreed our direction of travel. It is true to say that without New Level Results providing tools, training and feedback this would have been a great deal harder. The monthly intervention has steered us in the right direction effectively and efficiently through providing a framework whilst leaving us totally accountable. In many areas I now see the kind of Best Practice normally associated with much bigger organisations, but with our entrepreneurial culture still very much alive – a win/win result.”
Debbie Eddy – Marketing Director
“It’s no exaggeration to say that the appointment of New Level Results to steer us through the process has been the most profound catalyst for change that this business has ever experienced. With a diverse range of characters and our fair share of modern management method cynics in the top table team, it’s been our Coach’s totally grounded, commercial and pragmatic approach allied to his extremely perceptive and intuitive inteligence about people that has addressed the cynicism and forced us all to take a profound look at the fundamental ways in which we operate our business.”
Adam Wells – Managing Director
