We got a gold award last time I think you need to be on top of your phone calls I told the staff "no muppetry" and have been ribbed about it ever since look at how you handle the calls the questions you ask etc simple stuff always have a pen & order pad handy even put a mirror at the phone and smile in to it when you talk it realy does make you sound better at the other end. For further on in the comp take photos of window displays/ in shop as evidance of the differant themes you have been useing.
They realy do want you to be going out to get contract work (not our cup of tea we have quite a few good accounts but we have got them though recomendation not going out to find them) You will need a chain of command
we don't have written one but all our staff know who is incharge each day if we are away.
I could go on but if you are successfull be proud of the way you do it, it may not be the way they want, or not always the best but if your way works don't change it all you may lose what make "you" different from your competitors