Celuplast: Driving Growth through Training with Fingal Chamber Skillnet
Client Overview
Celuplast, one of Ireland's leading builders' providers, has been a key player in the construction industry for over 35 years. Headquartered in Baldoyle, County Dublin, the company employs 125 people and operates across Ireland and the UK, serving more than 9,500 customers. Celuplast specializes in roofing, building materials, and outdoor room solutions, working with builders, merchants, landscapers, and trade partners. Three companies—Celuplast, Guardian Distribution, and Guardian Roofing—work in harmony to offer comprehensive building solutions.
Recently, Celuplast won the Best Training/Upskilling Award at the Fingal Business Awards, a recognition of their commitment to employee development and business growth.
The Challenge
In line with their growth strategy, Celuplast identified the need to enhance their commercial capabilities and improve their sales processes. The company aimed to:
1. Develop a sales training process that could be replicated across teams.
2. Create a coaching and mentoring programme to reinforce sales training and support senior leadership in embedding this knowledge.
3. Drive sales efficiencies to enable the team to spend more time with customers and less time on administrative tasks.
The Solution
To address these goals, Celuplast turned to Fingal Chamber Skillnet and Robert McKernan Training to participate in the Preparing for Growth programme. This initiative was designed to align with Celuplast’s strategic objectives, focusing on building sales capabilities and driving operational efficiencies.
Celuplast implemented six distinct training programmes through a combination of in-person and virtual sessions. Over 27 days, the team engaged in interactive, practical learning sessions, with 95% of the programme being hands-on, ensuring immediate application of new skills. Written exams and practical assessments validated the knowledge retention, and managers provided on-the-ground coaching to further reinforce the training.
Internally, Celuplast branded this initiative as the "closed loop training rollout," a nod to the continuous cycle of learning, coaching, and implementation.
Results
The sales training process now operates uniformly across six teams, with each programme aligned and documented. Additionally, a coaching programme was established to support the sales process and assist senior leadership in embedding these skills within their teams. This programme will integrate into a new appraisal system, set to launch in January 2023.
One of the key outcomes of this initiative was the significant improvement in sales efficiency. On average, each field sales representative saved 38.5 days by optimizing customer engagement frequency. This extra capacity allowed the team to open over 55 new accounts, contributing to a year-on-year business growth of 11.87%.
Impact on Culture and Strategy
Beyond the immediate sales results, the programme fostered a more collaborative company culture. Employees are now more open to external input from customers, competitors, and advisors, creating an environment that encourages continuous learning and innovation. This cultural shift has invigorated the team, instilling a renewed drive for growth.
Conclusion
Celuplast’s partnership with Fingal Chamber Skillnet and Robert McKernan Training has equipped the company with a scalable, efficient sales process and a coaching framework that will drive continued growth. The success of the Preparing for Growth programme has not only improved their commercial operations but also aligned the entire organization with a shared vision for future expansion.
This case study illustrates how strategic upskilling and a commitment to continuous learning can deliver tangible business results, as demonstrated by Celuplast’s 11.87% growth in just one year.
Contact Us
If your business is looking to drive growth through tailored training and upskilling, Fingal Chamber Skillnet can help. Whether you're aiming to enhance your sales processes, improve team efficiency, or foster a culture of continuous learning, Fingal Chamber Skillnet offers a range of support programmes designed to meet your needs. Reach out today to discover how we can partner with your business to unlock its full potential and drive sustainable growth. Contact Fingal Chamber Skillnet to begin your journey towards success. Call our team on 01 890 0977 or email skillnet@fingalchamber.ie.