Dean James - East Midland Forklifts

Dean James – East Midlands Forklifts

Member Success Story

East Midlands Forklifts

Dean James – East Midlands Forklifts

We’re a supplier of material handling and access equipment throughout the east midlands.

What was business like before ActionCOACH Loughborough membership?
  • ¬†Confused, not a lot of direction.
What was life like before coaching?
  • Long work days a lot of stress and struggling to get a defined¬† direction to drive the business forward.
What changes has membership made to your business?
  • I have a better understanding on what I need to do with the business to get a better structure, to be less reliant on me making decisions or key decisions and better delegation of workload among the staff.
What changes have happened in your life since coaching?
  • I have more time, shorter work days and I haven’t been working weekends.
What would you say to someone who is finding business hard and they’re thinking about coaching?
  • Definitely have a try! Its worked for me because you tend to go down a certain tunnel or route from your business experience, whether you’ve been going for years or a new start-up.
  • We’ve been going 18 years now and you tend to get stuck in the same perpetual cycle of the same mistakes without being able to find a different route to follow. Yeah just the old adage of you cant see the wood for the trees. its like when you’re busy in the business firefighting trying to cure all the problems you’ve not got the ability to stand back and see what’s causing the problems.
What is your favourite thing about being a member of ActionCOACH Loughborough and coaching?
  • I’ve never done anything like it before, so it was a massive change for me to kind of let go of the reins of the business and get other people within the business delegated to do the jobs really. The more I’m getting people to take responsibility to do their own jobs, the more time its given me to focus on other areas of the business’s management and development.

East Midlands Forklifts
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