Does BBB Accreditation For Your Business Matter Anymore?
A question I often hear is, “does joining the BBB (Better Business Bureau) matter anymore for your small business?”
What this really boils down to is whether the BBB is relevant anymore, especially amongst the younger generations that use the Internet prolifically?
The BBB was initially formed with the mission of advancing “marketplace trust” so that consumers could have better peace of mind in choosing business to work with. The BBB does this by holding accredited members accountable to trustworthy business practices, encouraging best practices, and by letting consumers speaking out against bad market behavior. This seems like a noble cause but the questions remains: Does anybody really bother checking the BBB anymore?
There are 2 schools of thought on whether it’s worth it to be a member and accredited by the BBB (Better Business Bureau). The first is that this is an accreditation that gives your company more clout and credibility, thus it can give your potential customers more trust in doing business with you. In this regard, don’t look at it as “active advertising”, but rather as a marketing tool that simply shows you take membership in professional associations more seriously. The PR you can get from membership can be well worth it. If you only attract one client through the influence of the BBB, then that one job will more than pay for your membership. But remember, the BBB is not a lead generation source, it is simply a professional association that may give your company more credibility.
The other school of thought is that you are paying an annual membership of $700 (or more) just to have that logo on your website. Many that haven’t had a great experience with joining the BBB say that there are no other benefits, that the BBB itself provides no other support or even communications with your company. You join, pay the money, and then wait till next year for them to contact you so that you can pay for your annual renewal again. Nothing happens in between, no other activities or support or educational opportunities. Note, this is the experience that we at Home Remodeler SEO had, and that is why we are not members anymore.
Those that don’t have much faith in the benefits of joining the BBB also say that their salespeople are pushy and can be outright rude at times if you don’t succumb to their sales pressure to join. This was also an experience that we at Home Remodeler SEO had.
Also, realize that the BBB is a consumer advocacy organization. It is not a pro business organization or contractor’s marketing company. It doesn’t generate leads, it gives your buyers a place to give and see feedback and reviews. The feedback and reviews are rarely complimentary, they are more often complaints.
More concerning is that if you elect to be an accredited member, you’re obligated to participate in the BBB’s arbitration process, even if it is not the best option for resolving the dispute. If you don’t participate in BBB’s processes, without regard to the merit of the customer’s complaint, your rating goes down and you may see it conspicuously posted on your site that your accreditation has been revoked. You can appeal the BBB’s decisions by going before its board of directors, but rarely has it been known for the board reverse any decisions.
In practice, the BBB provides a platform for consumers to lodge complaints with an organization they expect will hold the business to account. But ask yourself, can I file a complaint with the BBB against my difficult customer to warn other contractors to avoid them? Does the BBB demand the difficult customer provide a response and participate in its dispute resolution process?
So, those are the two schools of thought of why you should or should not join your local BBB chapter. There are many things to consider and only you as the owner of your business know whether membership is the right choice for your business.
It is widely known that accreditation with the BBB matters more to the older generations than it does with younger generations. Businesses with younger, more tech-savvy customers might not need to worry about putting money into a platform like the BBB that will not produce results. However, if your company does have customers likely to check with the Better Business Bureau, such as an older clientele, and you don’t have accreditation, the return on investment could be worth it.
In my opinion, most people seek third-party proof of businesses in the form of reviews found on line platforms like Google, Yelp, Facebook, Angie’s List, etc. Real, honest reviews from real people. That’s what matters most, not BBB logos slapped on your website.
Instead, focus more on growing your reputation online by putting a Review Acquisition System in place. Provide great service and results, get a great 5 star review, rinse, repeat. And watch your business grow!
Author: Bob Vance
