You’ve made it, you’re through the assessment. You are now a Which? Trusted trader. Once you’ve got the stickers on your van, your logos on your paperwork and around your business, what happens next? We talked to some of our traders to find out how they’ve reaped the benefits.

The prestige of the accreditation is top of many Which? Trusted traders’ lists – the fact that not everyone makes it on onto the scheme, really makes it something worth having. ‘Truth be told, you don’t choose Which?, they choose you,’ said Barry Spurgeon from Property Development Plus, ‘that in itself sets you above the competition.’

Glyn Woodcock from Cleanfootprints told us that it wasn’t just customers whose confidence was boosted by the scheme, ‘As staff, we feel self-assured and tell as many people we can that we’re part of Which? Trusted Traders. We’re proud to have the Which? logo on our uniforms.’

Give your customers confidence

Traders also credit their endorsement for providing reassurance to consumers. Byron Douglas-Letts from My Personal Electrician said, ‘There’s a stigma attached to tradespeople because there are a few bad apples, but by being a Which? Trusted trader, customers know I’m reputable and credible. They don’t worry about being ripped off and the relationship is positive from the moment they pick up the phone.’

Traders are keen to see the scheme succeed, to help improve standards in their industry and the reputation of traders in general. Clayton Construction’s Mark Clayton told us, ‘I’m pleased the scheme continues to grow, because more Which? endorsed builders means fewer disappointed customers.’ Similarly, Richard McKenzie from The Aerial Man (Dan Grace) Ltd explained ‘When I saw Which? turning their honesty, high values and experience in reviews to the service industry, I knew we had to be part of it.’

Improve your business

All applicants to the Which? Trusted Trader scheme undergo thorough assessment from trading standards professionals – and this process in itself can prove invaluable for businesses keen to be the best they can be. Connect Electric’s Chris Barker said, ‘I got a lot of very sound and decent advice from the assessor. It was very useful; it wasn’t like being cross-examined, more if you’re doing something wrong, they’ll help you make it better.’

Howard Edwards from Howard Edwards Garden and Grounds Maintenance told us that the Which? Trusted trader accreditation made getting new business much easier. ‘Every time you meet a new customer it’s an interview,’ he told us, ‘but the Which? Trusted Trader recommendation means a lot of the barriers are down, so they’re not distrustful of you.’

You also benefit from the association with a name that’s trusted by consumers. ‘Customers might work with one Which? Trusted trader and, in having a great experience with them, know they can count on any tradesperson or business that’s part of the scheme,’ says W5 Electrical’s Kieran Keenan, ‘that’s the power of the Which? brand.’

Which? is one of the UK’s most respected consumer champions, so it’s little wonder that traders credit the Which? Trusted Traders scheme with helping them improve their customer focus. ‘To us, being a Which? Trusted trader means there is never a job, a quote or even a phone call where we don’t’ have to be at our best,’ said ’Colin Morgan of Homeglaze Home Improvements. ‘It helps us maintain the best possible standards we can.’ Reece Davies of RS Electrical agrees, he told us ‘I feel like having the Which? accreditation makes sure that my business is 100% customer focussed.’

Make the logo work for you

Using the Which? logo in advertising is a key benefit of being a Which? Trusted trader. ‘Being able to use the Which? Trusted Traders logo really makes our advertising spend go further,’ said Gurdeep Lall, co-owner of electricians, 2 RED Ltd, ‘The logo is instantly recognisable as a mark of quality, and we find that customers who are familiar with Which? typically look for high quality products and service over cheap deals.’

A further way of attracting new customers is through the Which? Trusted traders website, where consumers can search and browse the profiles of all Which? Trusted traders. ‘We have received new custom through the Which? Trusted Trader website,’ said Barry Spurgeon from Property Development Plus, ‘in turn our customer recommendation database is already growing.’

Here at Which? Trusted Traders, we’re thrilled that our community is growing and continuing to provide excellent service to their customers around the UK. If you’re a Which? Trusted trader and would like more ideas about how to make the scheme work for you, contact your account manager – they’re there to help.

If you’re not yet part of the Which? Trusted Traders scheme, find out more about how to become a Which? Trusted Trader.

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