Professional Builder’s Edward Kelly takes a look at the Which? Trusted Traders scheme and how it could benefit you
The consumer focussed organisation Which? has come a long way from testing kettles out of a garage back in 1957. In fact, a recent survey it carried out suggests that 94% of people in Britain are aware of the organisation and its work. Always aiming to champion the consumer, and hold businesses to account, the Which? Trusted Traders scheme is a part of that proud tradition. Which? describes Trusted Traders as “an endorsement scheme that recognises trustworthy traders across the UK within the consumer home improvement, private motor servicing and repairs industries.” But how can it benefit small builders? And how does it all work?
How it Works
Starting with how it works – the assessment portion of the scheme is broken down into four key stages. First, you’ll fill out the Which? Trusted Trader application online and pay the non-refundable assessment fee. Then, the Which? team will start their assessing, running a credit report, checking the financial health of your business, as well as a trading history report, and a few background checks.
After that, they’ll contact you for a face-to-face visit to your work premises and ask for a few references from previous customers. Finally, provided you’ve passed all of those stages, they’ll send you some feedback to work on and (upon completion) you’ll be endorsed. Which? does pride itself on its vetting process, so this whole assessment period will be a thorough one. From start to finish, the process should take around 30 days.
The Benefits
There could be three main benefits to being endorsed by Which? and becoming a Trusted Trader. One of these is the increased exposure it could give you. After being endorsed, you’re actively encouraged to use the Which? Trusted Trader logo on your marketing materials. This can include anything from business cards to a sign–written van, or your company’s social media platforms, helping you to “stand out from the rest”. The organisation’s logo will catch a prospective customer’s eye and they’ll then associate the Which? household name with you. Which? data suggests that 74% of those asked would be more likely to choose a business if it was endorsed by them. At the same time, Trusted Traders feature on the Which? website for the scheme, making you visible to new customers. In addition, adhering to a code of conduct – and having that backing – will set clients at ease.
A final way the Which? scheme could help you is through the continued technical support they provide to members. This includes the Alternate Dispute Resolution service, Which? moderated reviews for your business on the website and an account manager to “provide insights into consumer legislation and its business impact”.
Overall, getting the Which? Trusted Traders endorsement does seem like it could help the small builder. It may be a financial investment, with an assessment fee and membership costs, but there are potential benefits in the increased exposure and brand confidence it could provide. There is also no small amount of technical support on offer. For a full breakdown on the endorsement scheme, click here.
