But a tiny, shiny warrior was the reward for Border business coach Phil Badura at a recent awards ceremony.

The ActionCOACH franchisee collected the small man for being the firm's systems coach of the year.

Mr Badura was also given a more traditional glass trophy for being ActionCOACH's brand ambassador of the year.

The kudos follows Mr Badura becoming a business coach in 2014 after a food sector career from 1978.

That included stints at Murray Goulburn at Cobram, Uncle Toby's at Wahgunyah and Uncle Ben's (now Mars Petcare) at Bathurst.

"I've changed jobs a lot through my career and I was always searching for my 'why' and it wasn't until I got involved in business coaching I found my 'why'," Mr Badura said.

"I have a huge passion for guiding and coaching business owners for having a thirst for knowledge in how to run their business."

Dividing his time between Albury and Cobram, Mr Badura has assisted bookkeepers, plumbers, veterinarians, transport operators, signwriters and engineers.

"I am a strong believer your mindset is about where you're at in business," Mr Badura said.

"Yes the economy might be going through a downturn but if you're doing all the right things it will have less of an impact on your own conditions."

The systems he focuses on include financials, recruiting, standard operating procedures and service.

"It's how you greet them," Mr Badura says of the key to helping customers.

"It's your sales process, are you a pushy salesperson or problem solver, and it's how you follow up after you've delivered your product or service.

"How do you deliver them into a raving fan, rather somebody that will continually bag you."

Mr Badura also believes, based on his experience, that business operators can overcome diffidence.

"I'm actually an introvert off the scale, my ideal weekend is in the bush by myself, so it's something you can learn to change," Mr Badura said.

"To 50 per cent of people it doesn't come naturally but you can learn it."