Ask an award winner how they feel and you might be told that they didn’t think they had a chance of winning. Sometimes it’s hard to fully appreciate the significance of your own achievements – even harder to believe you are the best in the business.
In many ways such modesty represents the biggest challenge to overcome when thinking of applying for a business award. If you don’t think you are going to win, why bother? This attitude prevents many firms from entering business awards in the first place. But of course, the more pertinent questions may be: What have you got to lose? Or more importantly, what have you got to gain?
The only thing you stand to lose – aside from a touch of pride and a bit of time – is the awards competition itself. But even if you don’t win, the steps you take when entering or taking part could help you review your business performance and thus help it develop. Let’s say the application process asks you to evaluate your success based on several different factors, such as customer service, innovation, sales performance or operational efficiency. At best, the act of putting your success into words is a great boost to your confidence. At worst, the process may highlight areas where you need to improve.
Then there is the question of what you have to gain. First comes recognition, both with respect to your own achievements among peers in your industry – but also amongst customers, who will associate your business with success and prestige. This should increase their respect and loyalty towards your brand, and also give them a reason to feel good about themselves. Everybody likes to back a winner.
Winning business awards is also priceless from a promotional point of view. You will very quickly see the value in adding ‘award-winning’ to your ‘about us’ blurb, your flyers, product packaging, sales presentations, advertisements, and anywhere else you care to shout about your success. It makes consumers and competitors take note – it makes you seem unique and better – opening the door to new business. The PR and word-of-mouth opportunities are equally compelling. Local media may enjoy publishing stories of regional success, and if that happens word travels fast.
Of course, despite all the benefits, you may still be left wondering whether business awards are really just a game for the elite – the businesses at the cutting edge of technology or working in the most fashionable of industries. This may sometimes be the case, but often, business awards are less concerned by glamour and more by drive, performance and measurable results, whether that comes from a business working in new media, manufacturing, textiles, healthcare, or any number of other industries. And often, it’s not a case of what you do but how you do it. To name a few examples, business awards look for measures such as how you out-performed on your business plan, how you made your business a satisfying place to work, how you provided excellent customer service, or your versatility and imagination at solving your biggest problems.
You may need to buy a ticket to win the lottery, but to win a business award, it’s less about crossing your fingers and more about showcasing your hard work, determination and excellence. Someone has to win, and it really could be you.
Click here to view a list of current and future regional business awards