Entering the Sussex Business Awards is an act of faith by employers in the qualities and abilities of their staff.

In the past two years, since the Sussex Retailer of the Year was introduced, entries have come exclusively from dozens of small businesses that form the backbone of the High Streets across the county.

The larger groups have been conspicuous by their absence.

Howard Scott, managing director of Newsquest Sussex, owner of The Argus, the category's sponsor, said: "I know there are some excellent larger shops in Sussex with dedicated staff who offer first-rate service. I want to encourage them to enter this category.

"They should, of course, be aware of the quality of the past winners. They have some stiff competition from the small businesses.

"Entering the category is an opportunity for businesses to look at themselves as customers see them, which is what the judges will be doing. Initially, the judges will visit the candidates as mystery shoppers and will prepare a report on their findings.

"Whether they are the winner or not, they will get feedback relating to what the judges found during their visit, which in itself is valuable to any business looking to grow in a competitive market. I want to throw down the challenge to the big retailers to show the people of Sussex bigger can be better and, to the small retailer, I'd say keep up the high standards."

Businesses planning to enter the award will need to list the range of products or services they provide and show how they meet customer needs. Information on the development and the design of the premises, merchandising and display would help the judges. Handling complaints and measuring customer satisfaction are also important part of the entry form.

The winner of the 2001 award was Uckfield-based baby goods retailer Frills All Round.