March 2015's Which? Trusted trader of the month winner, TV-SAS Herts & Essex Ltd, has incorporated the Which? Trusted Traders logo and ethos into every facet of their company. Owner Phil Cooke talked us through the resulting benefits that the Hertfordshire-based business is enjoying.

Phil Cooke established his family-run aerial and satellite installation company, TV-SAS Herts & Essex, in 2007. The business services and installs aerial and satellite systems, as well as home cinema, CCTV equipment and alarm systems, in the Hertfordshire and Essex region.

Phil told us: 'We’ve put the Which? Trusted Traders logo at the heart of our business. Customers see it at every stage of their interaction with us, from our website, business cards and quotation documents to our van, emails and invoices. It’s even on the back of our shirts.'

Making best use of the endorsement in this way has led to an improvement in sales conversions for Phil, particularly from Which? customers who already trust the business, because of the association with the Which? brand. 

'Customers from Which? Trusted Traders call us because they’re ready to book in a job,' he explained. 'Others tend to inquire and try to haggle with us, but Which? customers already know they’re getting an honest trader and an excellent job at a fair price. They feel confident in working with us and having us in their home before we’ve even met.'

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Improved relationship with customers

The Which? Trusted Traders scheme puts tradespeople through a thorough assessment process before they can join. Membership has had a positive impact on the way a customer relationship begins for Phil and his team.

Lots of customers get in touch with TV-SAS Herts & Essex Ltd after seeing them on the Which? Trusted Traders website, in The Little Red Book directory or they’ve noticed the logo on their website and other materials. Once a job is complete, Phil asks customers to leave reviews at the business profile page on the Which? Trusted Traders website. 'Apart from the benefit of these being seen by new customers, feedback is of paramount importance to us as it helps us to continue to maintain high standards of customer service,' he told us.

Phil describes the Which? Trusted Traders scheme as “the diamond standard” and says he recommends membership to quality tradespeople everywhere. 'Which? is a household name that everyone associates with quality. We jumped at the chance to be assessed and endorsed by Which? and it’s probably best business decision we’ve ever made.'

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