Which? Trusted Traders is an endorsement scheme that recognises trustworthy traders and provides the gold standard in consumer confidence.
If you want to make your business stand out from the competition and appeal to more customers, read on for advice on how to maximise the value of being a Which? Trusted Trader.
1. Define your brand and services
Start by identifying why you are in business and what Unique Selling Point (USP) you can provide to customers. Construct a story around your brand, demonstrating how everything started and how you offer a great service to customers based on knowledge and experience.
The tone, typography, logo and images used across your documents, website and social media can shape people’s perception of your business. Knowing your USP will give an understanding of what sets you apart from your competition. Market your business based on your identity and specific strengths.
A suggestion from Issy Player, a Which? Trusted Trader Premier Account Manager, is to use your Which? Trusted Trader status as your USP. Issy said: “As one in four businesses don’t make it through the assessment process, it means only the best businesses are endorsed.” This will help define your brand and assure potential customers that your services are of a high standard.
2. Make the most of your Which? Trusted Trader logo
You have worked hard to earn your Which? Trusted Trader endorsement, and customers trust the Which? brand. Associating this consumer confidence with your business by displaying the logo throughout the customer’s journey is key to success.
One of the first things the customer should see when clicking on your website, social media or picking up a quote is the Which? Trusted Trader logo. Incorporate the exclusive review widget on your website to showcase your reviews and reassure any potential customers that you are a vetted Trader.
Expert insight from Alex Manners, Which? Trusted Trader Premier Account Manager: ‘’My top tip for any Which? Trusted Trader looking to acquire new customers is logo visibility. Customers should know straight away from their initial contact with your business either online, in person or through a brochure that you are endorsed by W?TT. The Home Improvement & Motoring sector is saturated with Traders competing for consumers business, your Which? Trusted Traders endorsement stands you out from your competitors and is a fantastic conversion tool by giving consumers peace of mind that you are a reputable business.’’
If you would like to find out more about how having an account manager can help your business, read our article on the benefits of having a Which? Trusted Trader account manager.
3. Understand who your customers are
Carry out market research to understand who your customers are and the best ways to reach them. This can be as simple as paying attention on social media such as Facebook and Twitter. Listen to complaints and issues people have, and consider if there is a gap in the market for your services, or a way of offering solutions.
Create a customer profile of your ideal target audience. This is a simple description, such as their age, gender, income, hobbies and interests. You can then target your marketing and services towards these groups.
If you have a loyal group of regular customers, consider offering small rewards for their continued custom. Encourage them to spread the word about your business and services, as word of mouth can be a hugely successful method of acquiring new customers.
4. Create and regularly update a website and social media presence
Having a website is an essential way for potential customers to find out information about your business. Making use of client testimonials, along with images of your previous work, is a great way to influence the buying decisions of new customers. Did you know you can show off your Which? Trusted Trader rating on your website?
Set up social media accounts on Facebook, Instagram and Twitter to grow a following and reach more customers. Some tips for developing a social media presence:
- Consider what your customers would want to see and share engaging content to reflect this. The customer profile you created earlier can help with this.
- Be consistent, as it is not a good look if people look through your social media pages and find the most recent posts were months, or even years, ago.
- Use hashtags to reach wider audiences that may not otherwise have discovered your page.
- Review engagement stats on your social media posts so you can learn what is working effectively.
- Understand when the best time to post on social media is, to maximise the exposure to your target audience.
5. Put your business forward for Which? Trusted Trader of the Month
Being recognised as a Which? Trusted Trader of the Month provides your business with positive exposure and a respected extra logo to add to your documents and online presence.
Have a look through some past Which? Trusted Trader of the Month articles to see the publicity this award provides, and what you might need to do to be chosen as trader of the month.
You can enter Which? Trusted Trader of the Month if you are currently an endorsed Which? Trusted Trader who:
- has been a members of the scheme for a minimum of six months
- is up to date with all membership payments to Which? Trusted Traders
- is fully compliant with the Which? Trusted Traders Code of Conduct and What is Expected of You document.
Winning traders are also put on the longlist for the annual Trader of the Year award, presented as part of the annual Which? Awards in London.
For full details on how to apply, read the Which? Trusted Trader of the Month process.
6. Focus on customer engagement
Your Which? Trusted Trader profile is an ideal space to showcase your previous work in the form of pictures and hard earned reviews. Customers will often do their research when deciding on which Trader to quote for a job, so it’s worthwhile updating this often. Replying to each review can show customers that you are an engaged Trader who is easy to get hold of. This is something consumers value highly, and a reputation for good, reliable communication will keep your existing customers happy, while boosting your appeal to new customers.
For more tips on how to increase customer engagement, read our 5 ways to increase customer reviews on your profile.
- See the five benefits of becoming a Which? Trusted Trader
- Explore how to use social media to promote your business
- Find out how to ask for customer feedback