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Which? Trusted Trader of the Month process

Find out what our judges are looking for and how you could be our next winner.

In this article

What are the benefits of winning?

Being the Which? Trusted Trader of the Month means you’ve been highlighted as a great ambassador for the scheme, which is good PR for you and your business.

You’ll receive a winner’s logo that you can use to promote your award over the next 12 months. We’ll publish an article celebrating your win on the Which? Trusted Traders website and share it in our monthly newsletter and on the Which? social media channels.

Winning traders are also put on the longlist for the annual Trader of the Year award, presented as part of the annual Which? Awards in London. This high profile ceremony recognises the UK’s very best companies across a number of categories, as judged by our experts, Which? members and the general public.

How do I apply for Trusted Trader of the Month?

Provided you’ve been endorsed as a Which? Trusted Trader for six months, you can apply for the competition as long as you meet the essential qualifying criteria.

Simply contact your account manager to request an application form, fill it in and send it back to us before the 20th of each month.

To stand the best chance of winning, you need to work on meeting the desirable criteria and showing how you set yourself apart from other traders. If you want more tips or information, contact your customer relationship executive on 0117 456 6032.

You’ll need to complete three sections on the application form:

  1. Why should you win? Tell us what you have done to be a contender for the award (only give examples from the last three months).
  2. How are you using the W?TT logo? Please provide your most creative and innovative examples (eg on vehicles or social media) and send us photographs or links to online examples.
  3. Additional reasons This can include detailed testimonials, examples of charity work or helping your local community, compelling stories of going the extra mile to help consumers or demonstrating Which? ethics.

Essential criteria 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 required actions within three months from your endorsement start date. Your endorsement co-ordinator will tell you if there is anything you need to do to be fully compliant. This could include sending us a copy of your valid public liability insurance, changing items on your website, or adding the alternative dispute resolution notice to your site. If in doubt, check with your customer relationship executive. 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 shortlisted candidates.
  • Reviews: you must have at least five reviews on your profile page from the preceding 12 months. Remember, five is the minimum – we’ll look for traders that have more, although we appreciate that some traders will have more customers than others within the same time period, due to the nature of their work. 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 within the three months prior to application.
  • 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, for example on your van, website or stationery. A good way to show us is by sharing pictures on Facebook or Twitter, using the hashtag #WhichTOTM.
  • Profile page: your profile page must be as complete as possible. But we understand that some businesses can’t complete more than 70%, so this is the minimum level you need in order to qualify. Check our tips on how to boost your profile visibility.

Desirable criteria: setting yourself apart from the rest

We’ll be looking for a trader who can be a great ambassador for Which? Trusted Traders, who really embraces the scheme and all that it means, and who communicates that well to their customers.

We’ll also be looking for the ‘wow’ factor – something that makes you stand out from the rest. This could take a number of different forms and will be different for every winner, but we’ve given some examples below.

Positive reviews that go ‘above and beyond’ what’s expected

It’s not just about the numbers – we’ll also look at the quality of your reviews for evidence that you’ve gone the extra mile for customers, provided excellent customer service or just done an incredible job. For example:

‘I can’t recommend Fictional Traders Ltd enough. Their quality and efficiency was only surpassed by the effort they made to work around us; spending time clearing up at the end of every day and communicating clearly with us so we knew what was coming next and could plan our lives around the work. I’ll definitely use them again.’

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, such as handing out the Code of Conduct to all your customers. Or perhaps you’ve 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 judging panel by participating in charity work and fundraising. Another way you can set yourself apart is by showing us how you’re working to improve industry standards.

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

When is the qualification period?

The qualification period opens on the first of each month at 9am UK time. Qualification closes at 5pm UK time on the 20th of each month (or closest weekday).

Who picks the winner, and when do they find out?

The winner will be selected by a panel of staff from 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 first of the winning month. We'll also be in touch to interview the winner for a news article.

Terms and conditions

Trader of the Month (the ‘competition’) opens at 9am UK time on the first of every month (the ‘opening date’) and closes at 5pm on the 20th of every month (or closest weekday).

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.

Essential criteria for entry

  • You will have been an endorsed Which? Trusted Trader for a minimum of six 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 (in the three months prior to application).
  • You will have responded to any negative reviews. 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, for example, on your van, your website, or your stationery.
  • Your Which? Trusted Traders profile page should be at least 70% complete.

You cannot enter if you are:

  • an employee 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
  • 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 four 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 with 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.
  • There will be 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 Traders profile page is more than 70% complete.
  • There will be 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.

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 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. This may include the use of photos, your name and reference to any supporting material used in the application.

By submitting an image you grant a perpetual, royalty-free licence to the Consumers' Association and its subsidiaries to feature any or all of the submitted images on the Which? Trusted Traders website (the ‘Website’) and/or in any promotional materials in connection with the Website. You acknowledge and agree that:

  • you are the lawful owner and/or licensor of those images
  • you have the right to submit the images to us for the purposes highlighted above
  • you are not infringing the copyright of any third party or any laws
  • we may edit, reuse, resize and create derivative work from all submitted images.

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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