Small Business Franchisee of the Year’s success secrets

Northland-based Ben Coates has won the Small Business Franchisee of the Year award at the nation’s major franchise awards two years in a row. Needless to say, he’s thrilled.

For many eyeing up the possibility of opening their own business, a franchise makes good sense. After all, a proven system and brand name makes climbing the ladder that much easier, providing a clearer path from ‘what shall I do’ to ‘this is what I will do…and how I’ll do it’.

For Northland-based Ben Coates, second-time winner of the Small Business Franchisee of the Year award at the recent Franchise Association’s 2022 Westpac New Zealand Franchise Awards, buying into Green Acres proved to be the pathway to independence through good work, excellent customer service and delivering consistent value for his customers. With a bright future ahead of him, he also reflects on his Green Acres Franchisee Award two years in a row.

“I purchased my Green Acres business in September 2017 after 21 years on the family farm. Having always liked mowing lawns and working outdoors, I jumped at the opportunity to own a lawn and garden business, especially after learning more about how the franchise worked,” says Ben.

Based in Northland’s Moerewa, his work takes him across the mid-north area from Towai through to Kaikohe, Okaihau to Waipapa, Kerikeri, and Paihia. His services vary and include general lawn mowing and garden maintenance, hedge and edge trimming, gutter cleaning, and water blasting.

Over five years, Ben has consistently increased the number of customers looked after, increasing turnover, and reducing costs even as the vagaries of the Covid response took hold. There are secrets to his success, confirms Coates – though they aren’t really secrets at all. At the core is a ‘can do’ attitude, combined with business fundamentals, including reliability, dependability, and commitment.

In a franchise system, these factors don’t just extend to ‘external customers’ but also to ‘internal’ ones – the franchise itself. “I’m always willing to take on extra work and never say ‘no’ to any request, always finding a way to do what customers ask. That builds trust and earns referrals to their family and friends,” Ben explains. “And I always do a great job for a fair price.”

It is, he confirms, about creating and delivering value. This lesson applies in every line of business.

And internal customers? For those keen on a franchise, it is essential to understand that it is like a family; there is no flying solo, even if, like Ben, you are a sole trader. Instead, understanding how the franchise system works (and why) and then putting it to good use is the key to making the most of it.

Ben provides insight: “Green Acres has a strong reputation in Northland and provides all the support to be successful. This includes customer management technology delivering leads straight to my phone, so I contact new customers straight away. This sets the expectation that I am professional – then I turn up on time, be polite and get the job done.”

There is always opportunity for improvement, too. Covid lockdowns hit hard across the country, but Ben saw a silver lining.

“The lockdowns meant some customers couldn’t afford service, so I looked at efficiency. I rearranged jobs geographically, reduced travel time and costs, and used good customer relationships to get flexibility. This reduced my run from 3.5 to 2.5 days with no loss of income.”

Giving back to the community

It’s not all for profit, either. Ben believes in giving back, as a Green Acres Practical Trainer for the Northland region supporting new franchise owners, he also provides free services to Parakara Community Hall and sponsors the ‘Bark in the Park’ animal charity event.

As for winning awards, he says it’s not only a wee thrill, but also good for business. “Since winning Green Acres and FANZ awards, I’ve picked up five new customers and had four customers return.” he says.

Combining professionalism and a positive attitude with the franchisor’s systems and technology means solid results follow. This is confirmed by Jason Hill, Green Acres GM, who notes, “Ben’s drive, determination and commitment to the brand is impressive [making him] a proud Green Acres business owner living his dream in the Far North.”