Winning a business award is an amazing achievement as a small business, but how can you put your best foot forward when putting together your application?
In this webinar, we sat down with three previous winners to gain their insights on the awards application process.
- Laurence Young, Woodlands Glencoe, winner of the FSB UK Small Business of the Year Award 2020 and the FSB UK Product & Innovation Award 2020
- Debi MacKenzie, Cruise Loch Ness, winner of the FSB UK Small Business of the Year Award 2019 and FSB UK Family Business of the Year Award 2019
- Ann Johnson, Blaze Manufacturing Solutions, winner of the FSB Scotland Family Business of the Year Award 2018
Led by David Richardson, FSB Development Manager for the Highlands and Islands, the panel discussed how to enter the awards, what the judges are looking for and how to make the most of any success that comes your way.
Why should I enter business awards competitions?
Laurence Young: It forces you to stop for a moment, look at the business and do a little bit of business planning. In answering the questions, you’re forced to review your business plan, which I think a lot of us entrepreneurs don't often do. It’s also an opportunity to involve your team members and engage people in where the business is going. Most of all, it’s a valuable business tool for supporting your brand.
Debi MacKenzie: Awards give you time and space to evaluate your business. You can get so caught up in the day to day running of your business. It gives you a deeper appreciation for your business.
Ann Johnson: Identifying and entering awards should be part of your business strategy and your business plan. It also helps alert people to your business. We have had more mileage on the on the awards we haven't won than the ones we have won. Being a finalist is a wonderful thing – it gets you in the room with other companies, including your peers and those who have sponsored the awards.
David Richardson: It’s an opportunity to benchmark against other businesses and it can also be good for the area if you’ve got several award-winning businesses locally.
How do I decide which category to enter?
Laurence Young: Read the categories and understand what they’re looking for. It may be that you've got strengths across your business and you could apply for a range of different categories. If you think you can write an application that hits the points, then do it. Have template answers about your business ready so you can meet the word count and answer the questions for your chosen category.
Debi MacKenzie: We’ve always felt that we didn't want to overshoot it and dilute the quality of what we were putting forward, so we stuck to a maximum of two. Look at your most recent success stories and consider which category is going to be most relevant and important for your business.
What is the secret to a great awards application?
Laurence Young: Tell a story and engage the judges whilst making sure that everything you say is critical to picking up points. Weave these points together in something the judges find interesting, as they’ll be looking at many entries. Plan your applications across the year and don't be put off by the fact that you haven't got time. Judges want to know what you’re doing with the resources.
Debi MacKenzie: I think the biggest thing that we found in our winning applications was to tie our successes back to your ethos and your history if you can. For us it's always been about quality and there's a thread that runs through everything we do. It's got to be concise, and it's got to be presented in a way that is very simple. Use anything that proves you are as good as you say you are, such as customer reviews and testimonials.
Ann Johnson: Have all the facts in one document, such as your financials, because you are generally always asked what your turnover and profit is. Judges are looking for enthusiasm. Make sure your website is up to date. Don’t miss the deadline!
How do I make the most of my success if I’m a finalist or win an award?
Ann Johnson: Social media! On the run up to the ceremony, post that you’re supporting the awards and looking forward to them. Win or lose, advertise that you’re a finalist. If you’re not a winner, keep that social media message going that you’re proud to be a finalist. Whatever the award is, it carries a huge amount of prestige. Speak to as many people as you possibly can. Don’t sit in your seat and wait until your category is announced – go and network.
Laurence Young: A key advantage of winning is the team reaction and celebrating with the team. FSB got their press team involved and we picked up additional strong national press coverage. Your local press and your industry press will be keen to pick up on good news stories.