Franchise Talk

In Your Face Marketing Pays Off

November 28th, 2006 | Author: Jack

Burrell won the Franchise Association’s Business Services: Franchisee of the Year Award for 2006 and was honoured at a glittering ceremony held in Auckland on Saturday.

The judges said of Burrell “he runs a sound and well managed business by any standards. His business planning belies the size of a typical owner operated business. Key Performance Indicators are regularly reported and acted upon, administration management is precise and timely and his business development plans are well researched and tailored to the customer.” Given that he has already cornered a third of the region he commands, Colin can be described as a small business owner who makes a big impact.

While not disagreeing with the judges’ analysis of the reasons for his success, Burrell seems to set more store by his “I don’t take no for an answer” marketing approach. Once he has decided he wants to add a customer to his book, he says, he makes a point of driving past that individual frequently and waving out a hello so that they can only but notice him. All he wants, says Burrell, is the opportunity to wow them with the service he offers.

Despite winning Fastway’s “Franchisee of the Year” award in March this year, Colin was nevertheless very emotional on receiving recognition by the Franchise Association. “I was so moved”, he says, “to be honoured by fellow people in the franchise industry, many of whom had run their businesses for over 15 years. Here I was with only 18 months of Fastway experience under my belt. My carefully rehearsed speech ‘for just in case’ flew out of my head and I found myself having to improvise.

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