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70% of the purchase decision is made before a prospect talks to a company.*

What is your business doing to convey trust?

Multiple studies have shown that consumer buying patterns have shifted over the last decade. Today, consumers (both in B2B and B2C) go online to research companies, read reviews and verify credentials before they call you or complete your online form.

What are they looking for? Today, consumers want to know that you can be trusted. Without trust, nothing else matters.

To measure the trustworthiness of your brand, take a look at your reputation. In his book, "The Speed of Trust," Stephen M. Covey suggests you ask yourself the following questions to gauge your marketplace trust:

  • Does our brand have integrity – do we have a reputation for being honest and willing to face everything head on?
  • Does our brand demonstrate good intent – are we perceived as being focused on serving our customers or simply as being out to make a profit?
  • Does our brand have positive connotations – do people associate the brand with excellence or irrelevance?
  • Is our brand associated with results – do our customers feel like we deliver what was promise?

When customers trust your brand, they act differently. They will buy more, refer more and give you the benefit of the doubt.

People buy from businesses they trust.

Is your business trustworthy?

Consumers today have almost unlimited options when it comes to who they're going to do business with. How can you differentiate your business? Start with trust.

The BBB Standards for Trust are a comprehensive set of best practices for how businesses should treat their customers. All BBB accredited businesses have agreed to live up to our Standards for Trust.

  1. Build Trust
  2. Advertise Honestly
  3. Tell the Truth
  4. Be Transparent
  5. Honor Promises
  6. Be Responsive
  7. Safeguard Privacy
  8. Embody Integrity

BBB Accreditation is a great way to convey your commitment to your customers and to stand out as a trustworthy business.

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Convey Trust with BBB Accreditation

BBB Accreditation is an honor – and not every business is eligible. Businesses that meet our high standards are invited to join BBB. Businesses deemed to meet Accreditation Standards are presented to the BBB's Board (or designees) for review and acceptance as a BBB Accredited Business.

All BBB accredited businesses have agreed to live up to our Standards for Trust, a comprehensive set of best practices for how businesses should treat the public in a fair and honest manner.

BBB does not compare businesses against each other but rather evaluates businesses against our standards – and our standards clearly speak to the character and competence of an organization.

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“Customers get impressions about products from hundreds of sources, but when they believe a company is a good citizen, they feel more positively about a brand.”

– Shelley Lazarus, Chairman Emeritus, Oglivy & Mather

Join 375,000+ businesses and grow your business by applying for Better Business Bureau Accreditation. The application process is quick and simple. Get started below.


*Sheridan, Marcus. “They Ask, You Answer: a Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer.” John Wiley & Sons, Inc., 2019.