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What it’s like to win a business award

Any entrepreneur would love to be named “Businessperson of the Year” or win “Company of the Year. I mean, who doesn’t want to be recognized for all their hard work? I certainly did. When I was growing my last company, I made business awards part of my strategic planning.If you’ve wondered what it’s like to win a business award, read this to get a glimpse of the experience, and how to prepare to make the most of it.

First - Setting the goal

When I left my cubicle corporate life to start my own company, I immediately became involved in the local business community. I joined the Chamber of Commerce, the Better Business Bureau, and networking groups.

Not surprisingly, this involved going to lots of meetings. As in, old-school, get in the car to drive and park and walk into a room of strangers meetings. One event was a gala evening for the Businesswoman of the Year Award. Champagne flowed. There was swag and glitter and local media with cameras. It was a very high profile event in the capital city where I lived. And as I watched the winner go on stage, I set a goal. That one day, I’d win Businesswoman of the Year.

Next - Long term planning

By the time I submitted my 10 page nomination package to the Businesswoman of the Year Award committee, I’d adjusted my expectations. Several years had passed. I was more seasoned both as an entrepreneur, and with award programs. I already knew what it’s like to win a business award. My company had been a finalist for Company of the Year, and twice won the Torch Award for Business Ethics. Also, I’d been named to the coveted Forty Under 40 list for my city. Although these were rewarding and fun experiences, they were also part of my long term planning.

Actually, these awards were strategic, to boost my nomination package for Businesswoman of the Year. Because by this time, I knew how much publicity and prestige the finalists received in the run-up to that gala event.

Therefore, my goal was to get into that final 3 for the Entrepreneur category. And I did that by building my resume and accomplishments to deliver what they looked for. I evaluated the award criteria and compared it to the profile of the winners.

Accordingly, I made choices which had immediate benefits and also served to support my nomination package. For example, taking on a volunteer leadership role for the board of a local women’s shelter.

Then - the preparation

Every business award event involves preparation. After all, you can’t just roll in like it’s a casual breakfast meeting. These things do tend to be gala evenings. Expect black tie, a 4 course meal, and cameras everywhere. Also, because it’s such a high profile event, there may be local celebrities and dignitaries. So if you’ve ever wanted to shake hands with the mayor of your city, this is a chance to do it.

Without a doubt, the runup to the Businesswoman of the Year Award was the most exciting preparation I experienced. First of all, there was a photoshoot by a famous Canadian photographer. Coincidentally, that photographer was the very same woman I watched win the Businesswoman of the Year Award all those years earlier – the inspiration for my goal. Also, there were interviews with local media. However, my favourite part was going to a high-end jewellery store to select items to wear on the big evening. These beautiful and expensive pieces would be loaned for the night under very tight security.

At last - the Gala

The day of the gala evening was like the run up to a wedding. A tuxedo for my husband. Hair and makeup for me. And a huge sense of anticipation. The loaner ring on my finger cost more than my first car. It felt like a costume party to be so dressed up and out on a school night. We shared my table with friends from the business community. It was genuinely a good time, mostly because I had no expectation of winning. After all, I’d reached my goal. It was this – the publicity and credibility of being Finalist, and the fuss and celebration of the Gala. Another Finalist in my Entrepreneur category had been in business much longer, and I believed she would win.

Finally, the moment for my category arrived. From the podium, in front of hundreds of people, my bio along with the 2 other Finalists were read out. Meanwhile, footage of pre-recorded interviews flashed on the big screen above the stage. The moment they broke the seal on the envelope, I knew they’d be calling my name. And then, they did. They called my name. Immediately, everyone at my table jumped to their feet, and a TV camera was in my face. I made my way to the stage reaching for balance in my high heels and for words to say. I had not prepared a speech. Meanwhile, from the table, my friend and marketing expert Deanna White quietly clicked “send” on a press release. The news of my win hit the inboxes of key media contacts before I even got to the podium.

Being the winner

The next couple of days were surreal. In large part to Deanna’s preparation and marketing expertise, my win was covered by local media. Taking my youngest to school, the crossing guard called out “Congratulations!”. Several parents and teachers approached me to say the same, and ask questions about my company. Floral deliveries arrived at my office. My email was flooded with congratulations from almost all my contacts, and from people I’d never met.

Naturally, by the time the flowers were wilting, everyone had moved on, and things went back to normal. Nevertheless, I had the pleasure of keeping the Businesswoman of the Year Award in my office for a whole year. And like the Stanley Cup, my name is still on it. Though it was truly a surprise to win, it was a deeply rewarding and affirmational experience.

What to expect from participating in business awards

There are many reasons to include business awards in your strategy. Perhaps it’s to raise the profile and visibility of your brand. Also, it may be used to strengthen a pitch for investors, or attract a buyer. In any case, here are some tips on what to expect from reaching the short list or finalist stage, and what to expect from winning a business award.

More sales pitches

As soon as you and your company hit the list of nominations or finalists, expect more email and calls. Some will be spammy, because bots scraped the web and added you to email lists. However, many will be local, and personalized. From SEO specialists to investment advisors to graphic designers, you are now on the radar of businesses looking for new clients. Be open to these opportunities to expand your network. After all, a higher profile is one of the reasons to get involved in business awards.

More work

If you thought preparing the nomination form and submission package was the end of it, think again. This is one thing about what it’s like to win a business award; it does create more work. So expect more leads and customer enquiries. Clearly, this is one of the benefits of doing it in the first place. Therefore, prepare ahead so there is capacity for this extra work. Furthermore, there is the work involved to fully leverage your win. For example, updating marketing material, social media profiles, and client communication.

More attention

You may hear from people you forgot you knew. Of course, the level of attention correlates to the profile of the award, and the skill of your publicity person. Regardless, expect more attention from people seeking a mentor, business advice, or to ask about your business.

More expenses

Being part of a gala evening costs money. So in your strategic planning, build that into your business budget. After all, the tickets are not free. Buying a table is the norm, so you can share the event with a spouse, business partner, key employees, friends, and colleagues. There may be babysitting costs, transportation, hair and makeup. Obviously, there is the wardrobe. Men have long had formal wear rental options available. Happily, this is now available for women with companies like Rent The Runway, which has a category just for award season.

A slump

After the rush and excitement of the award ceremony, the win, and all the attention, expect a bit of a slump. After all, there may have been weeks or even months of anticipation and buildup. Especially if the awards had been part of your long term strategy. And just as there are post-holiday blues, the same deflating feeling may creep up. Seek the support of your inner circle, and look for a new project to occupy yourself.

Preparing to win a business award

Clear time in the schedule after the winners are announced. Have your marketing plan prepared and ready to go. Prepare to bask in the glow of the winning spotlight. Also, create the space to take advantage of the opportunities your award brings. Book those meetings to expand your network. Broadcast the win across all social profiles. Add the award to marketing material and messaging. Oh, and prepare a speech, just in case. For a full list of how to leverage your win, see “Are Business Awards Worth it?”

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What is a Customer Avatar

Books & Resources, Marketing, Operations

When you sell to everyone, you sell to no one. Sure, that’s a cliche because it’s repeated so often. However, it is a cliche because it’s the truth. Knowing your audience is the first step in developing any marketing campaign. Yet I see small business owners frequently make the mistake of skipping over the stage of clearly identifying the personality of their target customer. This post is to explain what is a customer avatar, and how an entrepreneur can use it effectively in their small business.

First, to clarify terminology. A customer avatar is also a marketing persona, and a buyer persona. It also means target market. Essentially, a customer avatar is a snapshot, an overview of what drives their buying decisions. So it’s more than age and stage of life; it’s also what they think about and care about.

Why create a customer avatar

Marketing has always been about making a connection with the customer. Technology has changed how we do this, of course. From painted billboards during the Roman Empire to the sophisticated sales funnels built online today, the history of marketing shows constant evolution. However, one thing has remained the same – successful marketing is communicating a message that compels a person to buy the product or service being sold.

So why create a customer avatar? Because to communicate that marketing message effectively, you have to know who you are speaking to. A call to action only works when it appeals to the target customer. (To understand more about the call to action and how to use it in your business, read What is CTA.) Overall, creating this step allows the business to focus their branding and message, communicate the CTA more effectively, and analyse data in a meaningful way.

Having a customer avatar helps an entrepreneur:

Focus marketing
Communicate effectively
Analyse and make decisions

For example, say the target audience is 30-35 year old lawyers living in the United States. But marketing metrics from Google Analytics, Meta reports, and other feedback tools show that the message isn’t reaching that demographic. This information explains the poor campaign performance, and helps guide decisions on how to change up the marketing tactics.

Examples of a customer avatar

What is a customer avatar for entrepreneurs

As shown in the examples above, a customer avatar is a snapshot on just 1 or 2 pages. However, the layout is not important. This isn’t about learning graphic design! What matters for entrepreneurs is to understand details under these categories:

Demographics

Age, gender identity, education level, annual income

Psychographics

Values, interests, attitude, and beliefs

Behaviours

Hobbies, activities, and habits

Goals & Challenges

Considering the product or service you are selling, what are the goals and challenges of your ideal customer? Think about pain points, and what problems they need to solve. And also, what gives them joy, and makes their life easier?

Information Sources

Communication preferences. Basically, how do they interact with the world? This can be specific social media channels, websites, publications, and media. Don’t overlook sources in the community, like a local paper or radio station.

Conclusion

Clearly, knowing what is a customer avatar is important for entrepreneurs. Especially those closely involved with branding, marketing, and pricing decisions. Having a clear sense of who the customer is will guide decisions in these areas. Download this free Customer Avatar Roadmap to get started. If you don’t want to do this alone, think about getting help from an experienced business coach.

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My Story of Employee Theft

Managing Staff, Marketing, Reflections

Do you trust your employees? You must, right? To some extent. Because they have keys to the office, or the store. Also, they have access to customer files, or the stockroom. Certainly, they know proprietary information about how your company does business. And you like to think you are a good boss. Understanding, and fair. So when bad employees happen to good entrepreneurs, it cuts deep. But it happens. I know, because it happened to me. My story of employee theft is like so many others – a cycle of trust and betrayal.

Because like the proverbial frog in a pot, I didn’t know I was being boiled. My trusted general manager slid from superstar to fraudster, and I didn’t even see it happening.

Employee Theft Facts

Sadly, this happens more than we think. According to the US Chamber of Commerce, 75% of employees admit stealing from their employer at least once. And this is bigger than some office supplies. Reportedly, the median loss for a company is $117K. For example, one family business lost $400K when their trusted bookkeeper spent 6 years funnelling money to herself. Clearly, this can be damaging, and in fact, up to 30% of business failures are linked to employee theft.

Surprisingly, this isn’t all front line staff sneaking home cash or stock, either. A study by The Association of Certified Fraud Examiners shows that 11% of employee theft comes from executives and upper management.

My story of Employee Theft

I’ll start at the beginning. I hired Chuck (not his real name) in the early years of building my last company.

From the start, I knew I wanted to expand and franchise my concept. So when it came time to delegate front line customer service and staff management tasks, Chuck was the obvious choice.

After all, he had been working out in the field and knew all the tactical details. Although he had no education or training to be a manager, the dedication was there. Initially, it worked well. I developed structures and processes. Then he executed and maintained them. I came up with branding initiatives and marketing strategies, and he managed the influx of customers. We worked together well to brainstorm and resolve the little fires that pop up in daily operations.

It was all so golden. Until it wasn’t.

Growth and Change

Skip ahead a few years. My company was now franchised to a few cities, and turnover had reached 7 figures. As a result, the head office team had grown. Chuck was still my key manager. And now there were more staff. To manage scheduling, supervise staff, and lead training.

Also, the business structures and systems had grown as well. Weekly reports monitored important KPIs tracking sales and service quality. Franchisees used software to log their monthly reports. Our team met regularly to review performance, resolve issues, and discuss opportunities to continuously improve productivity and effectiveness.

Seems like I was doing everything right, right? Later, when doing my MBA at Durham University, I did look back and reflect on business decisions I’d made. And I can honestly say that I made solid strategic decisions based on data and analysis.

But I did make one big mistake. Actually, two of them. I trusted Chuck. And I didn’t hold him to the same standards and expectations of every other employee.

Because the systems of checks and verifications that covered staff and franchisees didn’t include him. I didn’t see the need. I trusted him. We were friends. I thought he had my back, and that included doing his job well. But that gave him the opportunity to take advantage.

Seeing the Cracks

Company culture changes with growth, and time. With the team now 30+ people, Chuck and I didn’t work together with the same closeness. Truthfully, we were also both dealing with some personal family issues. So any shift in our relationship seemed to be about the deadlines of client contracts and stresses at home.

Then, Chuck needed to be a caregiver for a family member. I was understanding. Patient. When he spent the afternoon out for hospital appointments, he told me he was working on his laptop in the waiting room. He told me he was working evenings and weekends to cover everything. And I believed him. So he stayed on payroll, at his usual wages. Even though I didn’t see him for days at a time.

Honestly, I was seeing issues by this time. Small mistakes that never used to happen. And the lack of engagement and involvement in the business started to be a problem. A meeting would be carefully scheduled to accommodate his caregiving responsibilities. Only to be cancelled last minute because of a new hospital appointment.

Breaking Point

It was a difficult situation for me. Chuck was a friend, my trusted right-hand man. By this point, we had 10+ years of history. He was going through a terrible time. The stress and worry of a sick family member is a heavy burden. And there was always this promise that things were about to change. That after the next treatment, he’d be more available. Or starting next week, he’ll be at his desk every morning.

However, this wasn’t happening. Not long before the illness, Chuck had moved into a new position, to focus on franchise support. I was covering many of his tasks. And the business was feeling the pressure of paying out a decent salary for someone who wasn’t doing the work to earn it.

Then came the breaking point. Chuck’s own health hit a wall. Of course! After all, that level of stress over many months is going to have an impact.

Therefore, Chuck had a doctor’s note to go off on medical leave. He’d come off payroll, and get on government benefits.

The End

It was a huge shift, to have Chuck out of the picture. Calmer. Fewer unknowns. More control over the schedule and activities. Also, I learned a few things.

First, I learned that I could complete all his job responsibilities in about 10 hours a week, which made me question why I was paying him a full time salary.

Second, I learned that most of his time had been spent backfilling to complete the work of the person who sat at his old desk. Because this new manager wasn’t managing. Chuck was covering for him. And why? It was his son. Yes – another mistake. See #2 in the list below – never hire family members of existing employees.

Clearly, this was the end. Though my company was successful, we were not Amazon. We did not have the reserves to cover the full salary of someone who hardly worked. So after getting some good legal advice and putting together a fair package, I fired Chuck. His position was eliminated.

Then, Things Get Ugly

Ironically, Chuck’s fraud only came to light when he sued me for wrongful dismissal. Because that led to a full audit of his activities. And wow, that was illuminating. Banking hundreds of dollars a month in mileage when he didn’t have any out of office meetings. Scheduling his daughter for client service calls, doing them himself, and paying her anyway. And the list goes on. It was mostly time theft, padding paycheques, and misrepresentation.

It was a breach of trust. And it was theft. Once all this was presented to his lawyer, the suit was dropped.

Meanwhile, things got ugly. Chuck and his son were saying horrible things about me on social media and online. I received nasty and vaguely threatening messages from past employees. My company suddenly had many 1 star Google reviews from school friends of Chuck’s son. All fake reviews, because they were not customers. For more on that, read 5 Strategies for How to Handle Bad Reviews.

Eventually, all that settled down. Some more staffing changes streamlined operations. All the errors were fixed, and gaps were closed. The employee who replaced Chuck and his son was more efficient and accurate. Business continued, until the pandemic hit, which changed everything.

Project your business from employee theft

For specific strategies on how to protect your small business from employee theft, read this article.

Reflections

Overall, what did I learn from this experience? If I could roll back the clock and have a do-over, these are 4 things I’d do differently:

1. Keep a boundary between friendship and business

It’s ok to be friends with employees. But make clear that there is a line protecting the needs of the business. And that your personal relationship is separate from their performance as an employee.

2. Never hire the family of existing employees

Even when qualified. For a small business, it’s a big risk. In my case, a family illness impacted 3 people on staff, because they were all in the same family. The only exception would be if family members work in different departments, and not directly together.

3. Never trust self-reported data

Always verify information, even with senior level trusted staff. Basically, just don’t trust trust. Make sure there are mechanisms in place to confirm and verify.

4. Impose strict approval processes

Be sure that any financial transaction or purchase decision is within strict limits, or is personally approved by you.

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