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It’s not just the winners who stand to profit from business awards

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If you become a winner, you may well be asked to be one of the judges and, once more, you will probably feel flattered. But think twice before saying “yes”. Judging takes time: time to read the information pack from every entrant; time to attend the all day judges’ panel; and time to attend the (free) dinner.

If you manage to avoid being a judge, you might be asked to be the guest speaker – another way to get a free dinner! My first experience of the role was tricky and traumatic. With just 24 hours’ notice, I turned up at Mere Golf and Country Club to play my part in a boisterous North West Entrepreneurs’ Awards evening. 

It could have gone better. After the 250 guests sat down, the chair of the association announced: “I’m sorry to give you some really disappointing news. Our very popular guest speaker, Jaqueline Gold, is unable to be with us tonight due to a sudden illness, so we are joined by John Timpson.”

If you agree to be nominated for an award, do your very best to be there on the big night. It isn’t good form to get someone else to pick up the prize on your behalf. Even an acceptance speech on Zoom fails to satisfy the live audience. There’s little point in being the winner if you can’t celebrate there and then because, sadly, the euphoria of that night is quickly forgotten – your spell as a superstar seldom lasts long.

Having experienced the highs and lows of the award circuit, I’m pleased they’re back on the agenda. After Covid restrictions, industry awards provide a perfect excuse for a bit of networking and, for the winners, they can be life-changing.

But I’ve received my last trophy; having proudly received a Lifetime Achievement Award, I’m clearly yesterday’s man.

Sir John Timpson is chairman of the high-street services provider, Timpson.

Send him a question at [email protected] and read more answers from his Ask John column here

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