Asif Latief

Pioneer
DISC Type : IDS

Chief Executive Officer at Garic

Manchester, England, United Kingdom

Overview

Asif Latief is the CEO of Garic, bringing over 26 years of C-Suite experience from top equipment hire companies like Speedy Hire and Boels Rental. He is a commercially minded executive known for driving strategic change and operational excellence. Colleagues frequently describe him as an inspiring, calm, and committed leader.

He is a passionate advocate for mental health awareness in the workplace, spearheading the award-winning #UnitedforMentalStrength campaign to provide support and reduce stigma across the hire industry. He also launched the #HireTogether initiative to help displaced colleagues find new roles, showing his commitment to the broader industry community.

Asif received the "Outstanding Contribution to Hire Award" in 2023 for his significant work in promoting mental health awareness within his industry.

Personality Overview

Friendly But Fast

Dynamic But Sincere

Driven But Considerate

They have the unique ability to win both love and respect from their team (or outsiders)  If they are convinced, they can become very strong champions for your product They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed

Topics They Care About

Mental Health Advocacy
Champion of the #UnitedforMentalStrength campaign and received an industry award for his dedication to raising mental health awareness.
People-Centric Leadership
Believes "people make the difference" and focuses on empowering teams, which is consistently highlighted in recommendations and his personal statements.
Industry Collaboration
Launched the #HireTogether initiative to help laid-off industry colleagues find new employment, demonstrating a commitment to the entire sector.

Media Appearances

Garic Appoints New Chief Executive Officer, Asif Latief. Featured in Garic (official website)

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Garic names new CEO to steer next phase of growth. Featured in International Rental News

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Garic appoints Asif Latief chief executive. Featured in The Construction Index

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Work History

11-2025
Chief Executive Officer at Garic
7-2025
Non-Executive Chair at Street Solutions UK
7-2025
Director at ALCO Support Services Ltd
1-2024 - 7-2025
Chief Commercial Officer at Speedy Hire
1-2020 - 1-2024
Managing Director and Group Operational Board Member at Boels Rental

Education

1988 - 1993
GCSE from Stretford High School

More Information

Social Presence :

Prographics :

Exp : 28 Location : Manchester, England, United Kingdom Job Level : Leadership Designation : Chief Executive Officer at Garic
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Insights For Selling To Asif

During A Call Or A Meeting

DO's

  • During followups, use calls or text if needed, they should be fine
  • Build a trustworthy relationship while keeping the product center-stage
  • Keep your pitch focused on the impact but nurture the relationship too

DONT's

  • Don’t hesitate from asking questions or pushing them, but take a formal approach
  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t be very informal during the early interactions even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Asif is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Asif

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Asif move?

  • They are generally fast movers and can take quick decisions
  • Can Asif take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Asif

Personality Compatibility


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