Garage awards aren’t just about winning, they’re about learning says Tim Benson

Tim Benson, Managing Director at Oldfields Garage, shared powerful insights into how recognition can drive improvement and morale during his session at The Blend in Birmingham last weekend.

In his presentation, “How to Put Yourself in the Frame: Seven Steps to Make Your Garage Award-Ready,” Tim revealed what it really takes for independent garages to gain recognition and why the process often matters more than the prize itself.

“Awards aren’t about luck,” said Tim. “They’re about understanding your strengths, building the right processes, and communicating them clearly. Whether you win or not, entering helps you see your business differently, and that’s where the real value lies.”

Tim shared actionable strategies to help garages benchmark against the best, raise their profile, and inspire their teams.

He encouraged delegates to treat award entries as a practical framework for reviewing operations, from customer service and marketing to staff development and long-term planning. He also highlighted how external recognition strengthens customer confidence and team pride.

“When you tell customers you’ve been judged among the best in the industry, it builds trust,” Tim explained. “And when your team sees their work recognised, it boosts motivation across the business.”

Tim also reminded attendees that the true value of awards goes far beyond trophies and titles.

“Each time you go through the process, you find something to improve. The first win is exciting, but sustaining that standard, and involving more of your team, is where it really pays off.”

He closed with a simple message to garage owners: “You don’t need to wait until you think you’re ready. The process itself makes you ready. It’s about progress, not perfection.”