We sit down with Paul Cobb, Managing Director at Green Energy Advice Bureau to find out what drives him in business, and what his business offers customers in the North East and beyond.
Tell me about your background – did you always aspire to run your own business?
My dad’s always owned businesses, so I grew up in an entrepreneurial household. I was never into studying and didn’t leave school with an abundance of qualifications, but I was working as young as I was legally allowed to. I wanted to earn my own money from an early age, so I guess you could say I’ve always been financially motivated.
Sales was a natural path for me. You don’t need qualifications to move up the ranks quickly, and you are in total control of your own success. That suited me perfectly. Although I wasn’t a hard worker in the classroom, I was always professionally very driven.
You say you’re financially motivated – is that your biggest driver?
I think to be a CEO you’ve got to be ambitious and always striving to achieve more, so money inevitably plays a role in that motivation. But it’s not just about earning a big salary. I work hard to make sure that GEAB as a business is a great employment opportunity for others. A big part of my success is enabling others to grow in their careers and attain financial security for themselves and their families.
I am a family man, and I know firsthand the struggles of growing your career and being there for your partner and children. Something I benefit from by running a business is having more autonomy over my time and working hours. There is the obvious downfall though, that some days as a boss you have to work 18 hours and no one can be in those meetings for you.
Work-life balance is so important, and I do my best to promote that in the office. We try to send agents home early in December or for the occasional extended bank holiday when we’ve had a really good month. I love being able to create a working environment that people want to be a part of – that is a big motivator for me.
All of this, of course, is with the goal of delivering the best possible service to our customers. A happy employee is much more likely to go above and beyond with customer service, which is my primary concern when it comes to energy consultancy.
Tell us a bit about GEAB’s services.
We help businesses manage their energy costs and consumption by finding the right contract at the right price. The energy industry is a complicated and competitive marketplace, so our job is much more than selling or switching contracts. We offer a consultancy service on all aspects of energy usage.
When it comes to cost, you’d be amazed how many businesses are on the wrong contract. We speak to so many who don’t even realise that they are paying well above what they need to because they selected what appeared to be the cheapest option at face value. Energy contracts aren’t like mobile phone contracts; there are so many variables and seasonal considerations that you need to factor in when purchasing your gas and electricity.
We’ve seen how volatile the market can be over the past 2-3 years, so the consultancy aspect of our business is more important than ever. We make sure that any problems with the contract or bill are taken care of on behalf of the customer. When businesses buy through GEAB, they never have to speak to a supplier again. They have a personal relationship with their account manager. If they have a problem, they can drop us an email or pick up the phone without horrendous call times, or speaking to a different person each time they get through.
Our customer base is getting bigger every day, and we service companies of all shapes and sizes. Larger businesses in particular are looking for support when it comes to sustainability and reaching their net zero goals. The future is in green energy and sustainability technology, so we have really stepped up our game in this area. We offer CapEx free solutions for our Energy Monitoring System (EMS) and solar solutions. We know that a significant barrier for businesses when it comes to sustainability is the upfront cost without a clear return on investment, so we take that dilemma out of the equation. We also strive to constantly improve our tech and processes to make sure we are ahead of the game where market developments are concerned.
Energy is essential for every business, but the hassle and time it takes to set up a contract isn’t. When businesses buy through GEAB, they get expert advice to manage costs, consumption, and net zero goals.
Why did you decide to focus on energy?
I worked in telecoms and side-stepped into the energy industry before I founded GEAB. While many think gas and electricity aren’t the most exciting products, the service and advisory element drew me in. I love problem-solving and finding solutions for customers that others haven’t thought of.
Energy is an essential product for businesses, so I knew there was a strong market out there, meaning huge growth potential. As a business owner, I know how hard it is having to allocate a substantial portion of the budget to utilities. Securing the right energy contract can be the difference between operating at a profit or loss, especially in the first year or two of operations.
I am passionate about helping other business owners achieve success, and I know how important our service is for companies of all shapes and sizes. Every penny saved goes straight to the bottom line, and every minute saved is time that can be put back into growing your business.
GEAB isn’t just about gas and electricity; it’s about empowering business owners to reach their full potential.
What has been your biggest challenge as CEO of GEAB?
Recent years have thrown a few curve balls our way, first with covid and then with the energy crisis. I had to adapt our goals and strategy as a company to meet the obstacles we faced.
When times are hard, a strong team behind you is the most valuable asset a CEO can have. I can’t stress how proud I am of the people that make up GEAB. Our directors worked night and day to find alternative revenue sources, managing the P&L with meticulous scrutiny. I also have to give credit to our sales agents, many of whom worked without commission during those months just to keep the business afloat.
I have always fostered a linear rather than hierarchical structure here at GEAB. We ensure that every agent is motivated to go above and beyond their target and that they feel empowered to contribute opinions and help in decision-making processes. I think that’s how we ended up seeing such loyalty when times were hard. This isn’t just my business; it’s our business.
What experience has been the most pivotal in terms of your professional development?
I’m not sure about professional development, but moving abroad taught me more than any job I’ve ever had. Starting afresh in a country I’d never even visited before was the first time in my life I was truly out of my comfort zone and standing on my own two feet. There is nothing quite like trying to read instructions on a washing machine in a foreign language! It was one of the most valuable experiences for me, and totally unexpected. I actually set up my first few businesses in Serbia – again, without speaking the language.
Although I am now in the UK full-time, some of our team are still based there. I make a clear commitment to my employees, and where there are opportunities for me to find work for them in future business ventures, I always do my best to incorporate them.
You’ve spoken a lot about your employees and the important role they play at GEAB. What do you look for when you’re hiring someone?
It’s very simple really, I want employees that are always striving to be the best possible version of themselves. I want people who are constantly pushing to be better, learning and developing and not settling for anything other than 110%.
I should add that I don’t expect anything from any employee that I don’t expect of myself. I have a big responsibility to my team to show up every day and give the best version of myself to the company. I have worked hard to get where I am, so I really value attitude and commitment when it comes to people that work for GEAB.
What’s been a highlight for you at GEAB?
Well, we’ve just had our best year ever, and we have introduced some exciting projects in the past 12 months. In January, we launched our re-brand, which I’m incredibly proud of. I’ve seen the service, company, product offering, customer base and commercial structure of our business develop so much over the years, and now we have a sleeker, more contemporary brand to reflect that progress. We’ve made some big moves to incorporate the newest technology and are really branching out with our sustainability proposition and partnership opportunities. This new look for GEAB is a reflection of everything we have achieved and how much progress the business has made in what’s now nearly a decade of operations.
