MidlandsView
26 | APRIL 2024
MidlandsView
‘ RESILIENCE ’ MEANS BUSINESS BRILLIANCE
For the first ever MidlandsView , it will come as no surprise that we wanted to take a view on business and manufacturing in the Midlands – the clue really is in the title . In the most basic terms , businesses are judged on success and failure . It seems a logical viewpoint that good businesses succeed , and bad businesses fail . But sometimes good businesses do both , and just like in life , it ’ s resilience that makes the real difference …
When Howard Trotter arrived at Shelforce just over 10 years ago , it ’ s fair to say the business was failing – and it was a sad time for a business established in 1839 . One of his first jobs was to oversee the workforce reduction from 106 people down to 18 ; reducing the staff numbers so drastically was the only chance of trying to save the business . In the years that followed , Howard stayed on as Business Manager to attempt to turn it around .
Cut to 2024 , and Shelforce is one of Birmingham City Council ’ s go-to suppliers for social housing projects and the first choice of household names in the new-build and education sectors . Howard and his team are stalwarts at local and national business and industry awards . The business has become a benchmark for inclusivity and diversity in the workplace , and Shelforce received The King ’ s Award in a special event marking King Charles III 75th birthday celebrations .
How did Shelforce turn its failure into success ? And how did Howard and his team strike a balance between the bottom line and a thriving workforce ; award-winning business culture and a production efficiency increase of 759 %; firm family values and pastoral care with becoming a specialist in government and local authority tenders .
The answer Howard says , is rugby coach Andy Farrell .
“ There ’ s a lot we can take from sport when it comes to business and team building ,” says Howard . “ The success of Shelforce really is its people . They ’ ve set the standard we ’ re known for . But we ’ re not a business that lets culture take over the quality of our production . In fact , it ’ s the opposite . The culture we ’ ve created in our business has fuelled the success of our products and productivity .
“ It begins with really getting to know your team , their strengths and weaknesses . Knowing their likes and dislikes , what motivates them and influences them means you can include them in your business better , incorporate their personal life into their professional careers , and most importantly , pick up on when something is wrong .
“ I ’ m a rugby fan and Andy Farrell – the Ireland coach – is