The path to triumph in the BII’s top award

I feel honoured to have been asked to participate in the judging.

It’s a nerve-wrecking process and I’m so impressed with this year’s finalists for making it this far. I was especially pleased to see women licensees participating in the competition. I spent an afternoon with them on the judging day and asked questions about how they run their businesses. It’s such a diverse group of people, which is exactly what the licensees in the UK represent.

On the day, the finalists get to meet and network with professionals from the industry, which can be invaluable to licensees who don’t often get the chance to venture off-site.

The journey from being visited and scrutinised by the famous ‘Two Johns’ — John Sharratt and John Vereker — through to the final round of interviews is an enlightening and challenging one for us shy licensees.

It is an experience that forces you to turn the mirror on your own business and ultimately improve it. That’s what I discovered when I began my judging duties, just how far I’d come. The process examines all aspects of business, from socially responsible drinking to customer service, marketing and using new media effectively.

To apply is a time-consuming process that requires dedication and personal investment, but I’d recommend that any licensee who wants to improve their business should step outside their comfort zone and see what happens.

My advice to would-be applicants is to be original and innovative, and show an eye for detail, to take a step back and look at their business from the customers’ point of view.

And if you are lucky enough to win BII Licensee of the Year, you then act as an ambassador and get the opportunity to speak at events, share your trade secrets and demonstrate what being a licensee stands for. It’s a title that applies beyond the year and throughout the rest of your career, which is an honour in itself.

I look forward to congratulating all finalists and the winner at the BII annual lunch in May.