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Which? Trusted trader of the month process

Could you be the next Which? Trusted trader of the month? We explain our selection criteria.

In this article

Being the Which? Trusted trader of the month is quite an accolade. It means you’ve been highlighted as a great ambassador, from the thousands of traders on the scheme. The winner receives a winner’s logo, to be used in line with the regulations over the next 12 months, and an article celebrating their win on the Which? Trusted Traders website. Winning traders are also automatically put on the longlist for the annual Trader of the Year award, presented as part of the main Which? Awards in London each year.

You can take a look at some of the past Which? Trusted trader of the month winners here.

So, with honour at stake – you need to know…

How can I win Which? Trusted trader of the month?

You don’t need to actively enter the Which? Trusted trader of the month process, as we will automatically enter all Which? Trusted traders that meet the basic criteria each month. Having said that, you will need to ensure you’ve met these qualifying criteria (see below).

To stand a really good chance, you need to work on the desirable criteria to set yourself apart as well. If you want some more tips or ideas, talk to your customer relationship executive on 0117 981 2929.

The basics you need to qualify

You must fulfil the following criteria:

Time on the scheme: You must have been endorsed for at least six months.

Compliance with the scheme: You must have completed all the required ‘actions’ on your endorsement. When you are endorsed, your endorsement co-ordinator will tell you if there is anything you need to do to be fully compliant. This could include changing items on your website, adding the ADR notice to your site and so on. If in doubt, check with your customer relationship executive. Failure to complete any of these actions means you do not qualify for the award.

We will check the compliance record of any shortlisted business, to ensure it adheres to the Which? Trusted Trader code of conduct and the ‘What’s expected of you’ document. We will also carry out a business risk assessment (including a credit check) on short listed candidates.

Reviews: You must have at least five reviews on your profile page from the preceding 12 months. Remember five is the minimum – we will be actively looking for traders that have more, although we appreciate that some traders work with a higher number of different customers than others within the same time period. Follow our advice to get more reviews on your profile.

Payments: you must be up to date with your membership payments.

Complaints: you must not have any unresolved consumer complaints against you.

Negative reviews: the presence of negative reviews does NOT rule you out. Everyone has problems sometimes. But you must have responded to any negative reviews on your profile page. Tip: we like you to respond to the positive reviews too.

Previous winners: you can win the Which? Trusted trader of the month award more than once, but not within the same 12-month period.

Logo use: you must demonstrate your use of the Which? Trusted Trader logo. You might use the logo on your van, your website, invoices and other stationery. A good way to let us know about this is by sending pictures in to our social media channels – either through Facebook or Twitter, using the hashtag #WhichTOTM.

Profile page: your profile page must be as complete as you can make it. We understand that some businesses cannot achieve more than 70% completion, so this is the minimum level to qualify for the award. If you can fill in your profile page to 100%, then you should do so. Check our tips on how to boost your profile visibility.


Desirable criteria: setting yourself apart from the rest

We will be looking for a trader who can be a great ambassador for Which? Trusted Traders, a trader that really embraces the scheme and all that it means, and communicates that well to their customers. We’ll also be looking for the ‘wow’ factor, something that sets you apart from the rest. This could take a number of different forms – we’ve got some suggestions below, but these aren’t exhaustive and a winning trader may or may not have covered a number of these areas.

Positive reviews that go ‘above and beyond’ what is expected. It’s not just about the numbers – we will also be looking at the quality of the reviews on your profile page. We are particularly looking for high-quality entries that show how you have gone the extra mile for customers, given excellent customer service or just done an incredible job.

An example of a review that we would consider to be 'high quality' is this one from PI Adams for Seal Homes:

I cannot recommend Seal Homes enough. From my first meeting to discuss the project with Leon, I was sure that the guys would deliver for me and they did not disappoint. Their quality and efficiency was only rivalled by the effort they made to accommodate the work around us - spending time cleaning down at the end of every day and communicating clearly and promptly, making sure we knew what was coming next so we could plan our schedule around the work. Bradley and the team on the site were awesome - a truly nice bunch of skilled, hard-working guys. My 4 year old daughter loved having them about the house and still asks where they are every morning before she goes to nursery! I will definitely be using Seal Homes when I come to doing my loft conversion.

Evidence that you’ve used the scheme creatively within your business. We’re looking out for interesting and unusual ways that you use the Which? Trusted Traders scheme within your business. We love it when Which? Trusted Traders becomes a central part of how you work, including handing out the code of conduct to your customers, or reviews cards as a matter of course.  You might have used the logo in a creative way to market your business or promoted Which? Trusted Traders via a social-media campaign. It’s up to you – just let us know what you’re up to.

Evidence of community engagement or working to improve industry standards. Past winners have impressed the panel by participating in charity work, in addition to their day job as Which? Trusted Traders. Another way you can set yourself apart from the rest is by showing us how you’re working to improve industry standards.

Bear in mind that these are only desirable criteria and there may be something else entirely that provides the ‘wow’ factor required to make your business the Which? Trusted trader of the month.

When is the qualification period?

Qualification period for Which? Trusted trader of the month opens on the 1st of each the month at 8am UK time. Qualification closes at midnight UK time on the 20th of each month.

Who picks the winner and when do they find out?

The winner will be selected by a panel of staff across the Which? Trusted Traders team. The panel will also include at least one independent judge from within Which? who is not part of the Which? Trusted Traders operation. The winner will be contacted after the closing date, but before the 1st of the winning month. 

We'll be in touch with the winner for a few words to be featured in a monthly article. The trader of the month will also be featured in our monthly newsletter. 


Terms and conditions

Trader of the month (the “competition”) opens at 8am UK time on the first of every month (the “opening date”) and closes midnight UK time on the 20th of each month (the “closing date”).      

The winning trader will have an article written about them/their business, which will be published on the Which? Trusted Traders website and featured in our monthly newsletter (the “prize”.)  The winning trader will be licensed to use the winner’s logo for a period of 12 months subject to compliance with the associated guidance; Which? reserves the right to substitute the prize (or any part of it) for an alternative prize of equivalent or greater value if this is necessary for reasons beyond its reasonable control.    

If you meet the essential criteria you will be entered into the competition automatically each month.

Should you not wish to be entered, please contact us via email stating you wish to be excluded from the competition.

The essential criteria for automatic entry are:

  • You will have been an endorsed Which? Trusted Trader for a minimum of 6 calendar months;
  • You will have received at least five reviews during the previous 12 calendar months;
  • You will not have any outstanding actions on your membership;
  • You will be up to date with your membership payments to Which? Trusted Trader;
  • There will be no outstanding consumer complaints against you;
  • You will not have any negative reviews that have not been responded to;
  • You have not won the competition during the previous 12 months;
  • You will have demonstrated your use of the Which ?Trusted Trader logo by using it on your van, on your website, or on invoices and other stationery; and
  • Your Which? Trusted Trader profile page should be at least 70% complete.

You will not be entered if you are:

  • an employees of Which? Limited; Which? Financial Services Limited; or the Consumers’ Association;
  • a non-employee working at Which? Limited; Which? Financial Services Limited; or the Consumers’ Association; or
  • you are living in the employee's or non-employee’s household, or you are a member of an employee’s or non-employee’s immediate family.

There will be one prizewinner each month.

The winner will be selected by a panel of at least 4 staff across the Which? Trusted Traders operation and the panel will include at least one independent person who is not a member of the Which? Trusted Traders team (“the panel”). The panel shall select the winner in consideration of the following criteria:

  • Positive review(s) will have been left on your profile between the opening date and the closing date. The panel will look for positive reviews that indicate you have gone “above and beyond” what is expected.  For example, an expected positive review would refer to the trader arriving on time, communicating effectively, completing the job on time and to budget and cleaning up after themselves.  An “above and beyond” review will refer to something in addition to this.
  • Evidence that you have used the scheme creatively within your business. For example, you may have used the Which? Trusted Trader logo to promote your business on social media platforms; or you might have used the logo in a creative way to market your business.
  • Credit will be given if your Which? Trusted Trader Profile page is more than 70% complete
  • Evidence that you have engaged with your community, by participating in charity work or working to improve industry standards.

Before the winner is confirmed Which? will ensure that you have a satisfactory compliance record, including adherence to the Which? Trusted Trader Code of Conduct and What’s Expected of You document; and a positive business risk assessment (which will include a credit check from our credit report provider).

The winner will be informed that they have won the competition within one working week of the closing date (the “announcement date”).  We will either call or email the winner to let them know they have been selected as the winner.

If we have not heard from the winner, or if the winner fails to correspond with us for the purposes of the prize within 30 days of the announcement date, we reserve the right, at our absolute discretion, to consider the winner to have forfeited the prize and to withdraw the prize entitlement of that person.     

Any personal data that we collect in connection with this competition will be processed in accordance with our privacy policy (a copy of which can be viewed at http://www.which.co.uk/privacy-policy/#?intcmp=GNF.Privacy-Policy) and will only be used to administer this promotion.

Which? reserves the right to withdraw or amend either the competition or these terms and conditions at any time, without notice if this is necessary for reasons beyond its reasonable control.      

The decision of Which? is final and no correspondence will be entered into.  

You agree that if you are the winner, Which? may feature your name in promotional activities following the competition.        

These terms and conditions shall be governed by and construed in accordance with English law and any disputes arising from these terms and conditions shall be subject to the exclusive jurisdiction of the Courts of England and Wales.

The promoter of the competition is Which? Limited, a company registered in England & Wales (company number 00677665) whose registered office is at 2 Marylebone Road, London NW1 4DF (“Which?”), trading as Which? Trusted Traders.

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