Lee Smith, Ellard’s Head of Commercial, reveals how a holistic, transparent approach is redefining success in UK automation supply, prioritising trust, quality, and continuous improvement.
At Ellard, the role of commercial leadership transcends the traditional confines of contracts and numerical targets, positioning itself as a crucial bridge between product design, manufacturing, and the customer experience. Lee Smith, the company’s Head of Commercial, personifies this holistic approach through his dedication to maintaining transparency and consistency across all departments and throughout every stage of the customer journey.
Lee’s extensive career, spanning manufacturing, project management, and commercial leadership, equips him with a comprehensive understanding of the entire product lifecycle. This unique perspective allows him to anticipate and resolve challenges swiftly, whether they occur on the shop floor, in client interactions, or during strategic planning sessions. His approach is grounded in honesty and clear communication, principles he regards as essential for building customer trust. Reliability is paramount, and when supply issues arise, Lee prioritises transparent communication about sourcing, testing, and accessibility rather than merely deflecting concerns.
Central to Ellard’s commercial strategy is an acute awareness of customer needs. Lee distinguishes between customers’ immediate needs, wants, and long-term desires, which ensures that urgent priorities are addressed while informing innovation and future product development. This customer-centric philosophy is reflected in the company’s rigorous testing processes and selective approach to product quality, reinforcing Ellard’s reputation for dependable and high-performance solutions.
Ellard itself is the largest supplier in the UK for drives and controls that automate industrial doors, shutters, garage doors, blinds, and gates. With over 67 years of experience, the company combines market-leading products with robust technical and customer service support. It operates under rigorous quality standards, holding ISO 9001:2015 and ISO 14001:2015 certifications, which demonstrate a commitment to excellence and environmental responsibility. The company also actively promotes diversity and inclusion as part of its corporate culture.
Ellard’s wide product range spans various automation solutions tailored for diverse customer needs, ensuring seamless integration and optimal performance. Complementing this, the company provides comprehensive technical support, helping customers with installations, troubleshooting, and maintenance, thereby maximising the value and efficiency of their automation systems.
The company regularly shares insights and updates through its news section, which covers practical advice to avoid common programming errors, enhancements to installation accessories, and guidance on specifying motors. These communications reflect Ellard’s broader goal of empowering customers to get the most from their products.
For Lee Smith, success in his role is not measured by grand gestures but by incremental, meaningful improvements—whether refining a product, streamlining a process, or enhancing the overall customer experience. His vision is that each positive change adds value daily, embodying Ellard’s philosophy of a customer-first mindset.
This focus on people and process is at the heart of Ellard’s new Team Talks series, designed to introduce the company’s team members and their perspectives, giving customers deeper insight into how Ellard operates and the values it upholds. Lee Smith’s reflections offer a clear window into the commercial philosophy that drives Ellard forward—one based on transparency, consistency, and a relentless commitment to adding value through quality and communication.
Source: Noah Wire Services
