Q&A: Asif Latief
25 June 2021
Asif Latief is managing director of Netherlands-based Boels Rental in the UK. He joined the business in January 2020 after nearly 18 years with A-Plant (now Sunbelt Rentals) where he was marketing director.
How’s business? Are any markets particularly strong?
Overall, we have seen steady increase in business since the first lockdown. However we have noticed a strong improvement in business across all product ranges since the most recent restrictions have been eased. It’s clear that construction and related industries are keen to get back up to capacity wherever they can, but areas like materials availability will play a big part.
What products are in demand at the moment?
All product areas have seen an improvement. In particular, there has been a significant increase in demand for survey equipment, compact plant and powered access. That said, there is more repair, maintenance and improvement work going on so there is increased demand for traditional tools too, as well as larger equipment such as telehandlers.
What are some of the most recent additions you’ve made to the hire fleet?
We have invested in more powered access machines and made a multi-million pound investment in survey equipment. However, we are also working hard to increase the depth of our product range, so we have identified our top-performing products and bought more of them to ensure availability right across our depot network – bread-and-butter items like cut-off saws, compact plant, aluminium tower, fences and barriers.
What do you think are the main challenges facing the industry?
One of the biggest challenges is pricing pressure. Different hire companies are at different stages of their lifecycle, and therefore some are competing only on price. We (the industry) have to recognise the quality of the service and products we provide along with the increasing cost of raw materials and make sure we price accordingly. This will ensure the long term sustainability of the industry and allow it to invest in areas such as achieving net zero targets.
Anything else?
Another challenge in the short term is the availability of equipment, spare parts and vehicles. There is a longer lead time for these, so wherever we can, we are planning ahead.
What’s the most unusual or challenging hire request you’ve ever received?
One in the recent past was being asked to mobilise equipment for Covid-19 testing sites in a very short space of time. It was a challenge but the team came together, got the equipment ready and did it. On this note, I am proud of the way our industry supported the fight against the pandemic - irrespective of the colour of equipment - we worked hard, we worked together and we made it happen.
What frustrates you?
One of my frustrations is when I hear of sales people selling their organisation by putting other companies down. Most hire businesses have their own unique selling points and I would love to see them focus on these rather than trying to discredit the competition. There is room for us all to co-exist and, therefore, you will never hear me being negative about a competitor to a customer.
What was your favourite school subject?
Maths, I love working with numbers… to be honest I still do! I particularly liked Geometry and Statistics & Probability. You don’t understand how important such skills are until you have to understand real-life applications like profit and loss statements and balance sheets, and you can use maths to understand business performance and implement action plans for improvement.
How did you get into the industry?
By chance really. In 2002 I was working in the sales and marketing department of a large food distributor, Brakes Foodservice, when I was approached by a head-hunter for a position at a national plant hire company. My initial thought was that it must be for a company that hires out plants for offices. How wrong was I! After the interview, I remember thinking: this industry sounds interesting, let’s give it a go… and here I am 20 years later.
That company was obviously A-Plant.
Yes. I joined as Marketing & Technology Manager and one of my intial actions was to appoint an in-house developer to create our intranet system, which I could see would bring the organisation together. Within six months I was Head of Marketing and shortly afterwards was appointed to the A-Plant Board.
What attracted you to Boels Rental?
I have known Pierre Boels [CEO of the Netherlands-based business] for many years and when I was approached about becoming managing director of the UK operation I knew it was a great chance to take a well-known existing business and really develop it.
If things had been different, what other career might you have chosen?
When I was younger, I always thought about being a pilot but my eyesight was never good enough. Other than that, I wanted to be a lawyer, but having been in this industry for so long and enjoyed it so much, I can’t imagine myself being in any other career.
What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?
It is that you should work hard to ‘Make A Difference’ in whatever you are doing, not just for the financial rewards. I get so much satisfaction out of seeing the positive impact of my contribution on the people and businesses around me, I often say to my children (Aneeqa, 14, and Zain, 12) that it is important that you measure success by how happy you are in doing the job you do, not by how much money you earn.
Tell me a surprising fact about yourself or the business.
Boels Rental was founded in the same year I was born – 1977. Must be fate! On a personal level, I was able to complete the Rubik’s Cube when I was seven years old. My elder brother had one, so I had a go and did it in about ten minutes. I haven’t seen one for years.
What’s the best part(s) of your job?
There are so many to be honest. However, one is seeing other people develop, whether it’s through help and support I can provide or through company programmes such as apprenticeships and other training initiatives.
Do you follow a particular sport and/or team?
Not really, but my wife, Emma, and Zain are avid Manchester United supporters, so I get sucked in too! However, I grew up in a household where Manchester City were the main team, so Manchester derby days are always interesting!
What’s your favourite music?
I don’t have a favourite type; however I listen to most types of music depending on what I am doing. If I am on a longer car journey you may catch me listening to classical music (assuming I wasn’t listening to a podcast on business management or people development). It’s often the children who decide what’s on so sometimes I don’t have a choice! To be honest, I like anything that sounds good.
What new skill would you like to learn?
I started learning to play the piano a few years back, but then my father passed away and having to sort the probate and many other family issues meant I didn’t have the time to continue. I have been meaning to get back to it, and you asking me this question has motivated me to do it. So maybe it’s time to dust off the piano lid and start again.
What’s the secret of success?
For me there are quite a few ingredients to this but here are a couple that stand out. Firstly, in everything you do, do it to the best of your ability. That way you should never have any regrets. Nothing comes easy and there is no substitute for hard work.
And the second thing?
In the business I run, I recognise the importance of the team and, as such, create an environment for them to thrive and be the best they can be. I often liken this to fish in an aquarium - in order for them to survive, you don’t look after the fish themselves, but rather the whole eco-system of the tank. As a result, the fish will survive. It’s much like that within Boels: we create a culture of empowerment, ownership and accountability.
What would you do if you won the lottery?
I would love to be able to help others in less privileged positions to get into work, learn a trade, or generally better themselves, so something along those lines. And a holiday home in a sunnier climate would be good too! Maybe Portugal or Turkey – both countries the family really like.
Finally, is there anything you would like to add about the business, the current trading outlook or future plans?
I think the hire industry will be an exciting place to be over the next few years, lots of evolution when it comes to ESG [environmental, social and governance] responsibilities, technology, Health &Safety and so on. For Boels Rental UK, we have ambitions to grow our product range, our footprint and generally become a household name when it comes to hire.
