Insights from Charly Andrews on Leading with Heart and Strategy
Charly Andrews, inspiring sales leader and Head of Commercial Sales at Bath and West Showground, joins Amanda Downs to share her invaluable lessons on resilience, authenticity, and compassionate leadership.
Charly shares an inspiring story about how she helped adapt the Ashton Gate Stadium during the COVID-19 pandemic. As the venue’s sales manager, Charly led her team through uncharted territories. The stadium became the UK's first super vaccination centre in January 2021, with even the Prime Minister attending the opening. This wasn’t just a logistical feat - it was a testament to their commitment to the community.
Despite the restrictions, they transformed the space for various community activities, from setting up dining experiences to hosting comedy nights and packaging food parcels for the homeless. These efforts not only kept the business relevant but also received recognition from the NHS trust for their unwavering support.
Building Genuine Relationships and Leading with Empathy
One of the essential sales leader secrets that Charly emphasises is the power of genuine relationships. In her view, remembering personal details about clients, like birthdays or family events, fosters trust and loyalty. It’s about showing genuine care and interest beyond just the business transactions. This approach has clearly paid off, demonstrated by the growth from ten to ninety booked events under her leadership at Ashton Gate Stadium.
Throughout the conversation, Charly’s leadership philosophy shines brightly. She believes in the importance of emotional intelligence in leadership and views emotions not as weaknesses, but as strengths that help build a trusting and open work environment. She encourages leading with kindness and treating people as people. In a world where salespeople can often be labelled as "sleazy," Charly stands as an exemplary figure who challenges this stereotype. She believes firmly in being authentic and building meaningful relationships.
Strategic Planning in Event Management
Charly’s strategic mind is evident in her approach to event planning and sales. Whether it is working with promoters to book acts or making decisions based on audience demographics and preferences, each move she makes is calculated for maximum profitability. The successful Take That concert is a prime example of this, which topped charts in terms of ticket and VIP sales and extensive beverage consumption. Her transition from outbound to inbound sales strategies and focus on nurturing long-term relationships with promoters showcases her adaptability and business acumen.
Career Progression and Future Aspirations
It is fascinating to learn about Charly’s career progression, from working in entertainment management with TUI to her current role at Bath and West Showground. Her journey is a testament to how versatile and dynamic career paths can be. The showground has thrived under her leadership - expanding the team and increasing the number of events held annually.
Charly’s future aspirations are equally inspiring. Despite her accomplishments in sales, she wishes to return to performing arts as a hobby. Her ability to blend different passions and careers is truly admirable and a reminder that personal growth and happiness are equally important in our professional journeys.
Embracing Openness and Honesty
As the conversation draws to a close, Charly leaves with some invaluable advice: always be open and honest with your team, it creates a safe and trusting work environment. This echoes a recurring theme throughout the Sales Leaders' Secrets podcast series - authenticity and transparency are essential ingredients for effective leadership.
Listen now.