Learning the ABCs of the BBB

For curious and questioning consumers everywhere, the Better Business Bureau serves as a beacon, guiding them on their purchasing paths.

Known as the “BBB,” the Better Business Bureau is an entity established more than 100 years ago to protect consumers—and to protect business owners. The BBB sets high ethical standards for business conduct and actually has a business partner code of conduct to help ensure its business partners share their commitment to an ethical marketplace.

I know plenty of experienced (and seasoned) shoppers who, for years, would not do business with a company that wasn’t certified by the Better Business Bureau and made sure the BBB logo or sticker was adhered to the front door of their preferred establishments, reminding them to “Come in, You can trust us.”

Why does it behoove small business owners to register with the Better Business Bureau (note: this is a dues-paying organization)? Here are few key reasons:

• The testimonial factor. As grandmothers wanted their home products certified by Good Housekeeping, what small business does not benefit from the “seal of approval” provided by the BBB?
• Someone’s in your corner. From my past dealings with the BBB, they are truly concerned about the business owner and will work with you to resolve any issues.
• A bi-partisan supporter. Your customers know they have somewhere to turn to in the event of an issue or recourse. It’s smart to let the BBB intercede, when necessary.
• Local promotions. In many areas, the local BBB takes out a newspaper ad and lists entities they work with, including addresses and phone numbers. The BBB’s web site says it helps people find and recommend businesses they can trust. Don’t you want to be one of them?