Just Got BBB Accreditation. But, Does It Matter Anymore?

47 | Posted In News by David

Late last week, I got word from the Better Business Bureau that I am now officially accredited by them. I paid them about $600 and had them go over my business to make sure I’m legitimate. It took a couple of weeks, but it is now done.

The question, though, is WHY did I bother? Is the BBB even relevant anymore?

Is the BBB Relevant?

bbbseal3 We most definitely live in a world of information now. Chances are, if you want to find out if a business is reputable, a quick Google search will tell you all you need.

The BBB was formed with the mission of advancing “marketplace trust”. They do this by holding their members accountable to trustworthy business practices, encouraging best practices, and speaking out against bad market behavior. I think it is a worthy mission. However, the questions remains: Does anybody really bother checking the BBB anymore?

What’s interesting, too, is that their fee structure is a bit discriminatory against online businesses. I had to pay them an extra fee to get into the BBBOnline program – only because I am an online business.

Why Did I Bother?

The answer comes down to one word: TRUST.

No doubt, some businesses join the BBB because they’re looking for client referrals. I highly doubt the BBB refers much in the way of clients and I’m not interested in getting clients anyway. However, the logo does still instill a sense of trust. Especially to the the generation who didn’t grow up around the Internet.

See, internet businesses like mine often use things like sales letters. Now, be honest…when you visit a sales letter, do you automatically assume it is a scam? I don’t, but that’s only because I am familiar with how online business works. But, the normal “joe blow” on the street who doesn’t live their life on the Internet is probably not accustomed to long form sales letters. Internet businesses are unproven territory to these people. They look for signs that the business is legit and that they’re not going to take your money and run.

This is why I bothered with the BBB.

It most certainly isn’t going to hurt anything. My expectation is that it will improve conversion rates and make more sales. Especially when I cater to less-online-savvy markets.

I don’t know exactly what they checked with me in all. I know the process took a little more than 2 weeks. They had me sign up for a business occupational license with the county (only cost me $15). They also went over 3 Day Money with a fine-toothed comb to ensure that it was not a disguised “business opportunity” and that my income claims are accurate. I had to send them proof of income to prove that what I say is correct (which it is).

So, that’s why I did it. I’ll keep you informed on any effects on sales I notice.

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  • http://www.biblemoneymatters.com/ Bible Money Matters

    I know a lot of businesses get accredited by the BBB, but in many circles it’s a bit of a joke – you pay your money and get added to the roles of “BBB Businesses”. On the other hand – their logo and their name is shorthand for “trustworthy”, even if being an actual member doesn’t mean that much. so – for most it’s probably worth it I would think.

  • http://www.biblemoneymatters.com Bible Money Matters

    I know a lot of businesses get accredited by the BBB, but in many circles it’s a bit of a joke – you pay your money and get added to the roles of “BBB Businesses”. On the other hand – their logo and their name is shorthand for “trustworthy”, even if being an actual member doesn’t mean that much. so – for most it’s probably worth it I would think.

  • http://www.mikeslife.org Mike CJ

    Interesting – I’d never heard of BBB, but I’m guessing that’s because it’s either US only or very US focused.

    What this does open up is an interesting discussion. Should there be a body for online entrepreneurs like us? Is there anything like that?

    I would be interested in becoming accredited to something like that, although it would have to be a serious organisation with decent standards – there are many in the offline world who simply take money to dish out certificates.

    What does everyone else think?

  • http://www.mikeslife.org Mike CJ

    Interesting – I’d never heard of BBB, but I’m guessing that’s because it’s either US only or very US focused.

    What this does open up is an interesting discussion. Should there be a body for online entrepreneurs like us? Is there anything like that?

    I would be interested in becoming accredited to something like that, although it would have to be a serious organisation with decent standards – there are many in the offline world who simply take money to dish out certificates.

    What does everyone else think?

  • http://www.gregellison.net/ Greg Ellison

    I say yes that BBB is worth getting if you are a business it shows to your potential customers that you are a trustworthy business. If a customer has any problems they are a go between between the business and the customer. Greg Ellison

  • http://www.gregellison.net Greg Ellison

    I say yes that BBB is worth getting if you are a business it shows to your potential customers that you are a trustworthy business. If a customer has any problems they are a go between between the business and the customer. Greg Ellison

  • http://retirerichroadmap.com/blog/ Mikael @ Retire Rich

    Well if the BBB logo can increase your conversion just 1% that will still be a good investment in the long run. And I can see why it wouldn’t because as you say it is all about trust.

    /Mikael

  • http://retirerichroadmap.com/blog/ Mikael @ Retire Rich

    Well if the BBB logo can increase your conversion just 1% that will still be a good investment in the long run. And I can see why it wouldn’t because as you say it is all about trust.

    /Mikael

  • http://retirerichroadmap.com/blog/ Mikael @ Retire Rich

    Well if the BBB logo can increase your conversion just 1% that will still be a good investment in the long run. And I can see why it wouldn’t because as you say it is all about trust.

    /Mikael

  • http://www.standoutblogger.com/ebook/ Tom – StandOutBlogger.com

    I have to agree with Mike, I have never heard of it before. But if it is something that builds trust especially with the aging generation (which could be a big part of your customers – older people larning pc skills) then I’d say it is definately worth it.

  • http://www.standoutblogger.com/ebook/ Tom – StandOutBlogger.com

    I have to agree with Mike, I have never heard of it before. But if it is something that builds trust especially with the aging generation (which could be a big part of your customers – older people larning pc skills) then I’d say it is definately worth it.

  • http://www.standoutblogger.com/ebook/ Tom – StandOutBlogger.com

    I have to agree with Mike, I have never heard of it before. But if it is something that builds trust especially with the aging generation (which could be a big part of your customers – older people larning pc skills) then I’d say it is definately worth it.

  • http://www.ryanbickett.com/ Ryan Bickett

    Recently, as I’ve been researching online businesses, especially businesses based around blogging, I have actually been looking for the BBB logo. This isn’t something I would normally do. As you mentioned, there are other ways to tell if a company is legit or not. However, for some reason I just found myself thinking about the BBB in these circumstances

    I do still think the name goes a long way (in the U.S.) from a branding perspective. I don’t know exactly how you’ll measure the results from it, but it will be interesting to know if your business picks up drastically.

    All the best!

  • http://www.ryanbickett.com/ Ryan Bickett

    Recently, as I’ve been researching online businesses, especially businesses based around blogging, I have actually been looking for the BBB logo. This isn’t something I would normally do. As you mentioned, there are other ways to tell if a company is legit or not. However, for some reason I just found myself thinking about the BBB in these circumstances

    I do still think the name goes a long way (in the U.S.) from a branding perspective. I don’t know exactly how you’ll measure the results from it, but it will be interesting to know if your business picks up drastically.

    All the best!

  • http://www.ryanbickett.com Ryan Bickett

    Recently, as I’ve been researching online businesses, especially businesses based around blogging, I have actually been looking for the BBB logo. This isn’t something I would normally do. As you mentioned, there are other ways to tell if a company is legit or not. However, for some reason I just found myself thinking about the BBB in these circumstances

    I do still think the name goes a long way (in the U.S.) from a branding perspective. I don’t know exactly how you’ll measure the results from it, but it will be interesting to know if your business picks up drastically.

    All the best!

  • http://www.warriorforumsucks.com/ Chuck the Warrior Forum Critic

    In my opinion the The Better Business Bureau, BBB is little more than a scam. During my brick and mortar days I was a member so I’m very familiar with how they operate. They’re a green company for sure, only interested in greenbacks.

    It’s surprising to me that consumers think this organization will ever do anything meaningful to cite or reprimand the very companies they rely (extort) on for revenue. It ain’t gonna happen, never has and never will.

    If a co vigorously supports the BBB, that co will rarely, if ever, receive a negative report from the BBB. Take the 3 major credit reporting agencies (organizations I battled for clients in my b&m days). These 3 corrupt credit bureaus trample on consumers’ rights with a flawed credit reporting system rife with errors and unfair, unjust practices. The BBB turns a blind eye to the daily misery and suffering heaped on innocent consumers by the 3 major CRAs because the BBB knows which side their bread is buttered on.

    Woe to the co that does not cave into the BBB’s telemarketing scam sales tactics. If you don’t give in to BBB extortion, they WILL give you a negative report. Here’s how they get away with this dishonest tactic. Should a consumer inquire about a co that hasn’t paid BBB “hush money”, he will receive a disingenuous report saying “this co has refused to comply with BBB requests for information”.

    What a racket.

  • http://cashgiftingcabbie.blogspot.com Chuck Rosseel

    In my opinion the The Better Business Bureau, BBB is little more than a scam. During my brick and mortar days I was a member so I’m very familiar with how they operate. They’re a green company for sure, only interested in greenbacks.

    It’s surprising to me that consumers think this organization will ever do anything meaningful to cite or reprimand the very companies they rely (extort) on for revenue. It ain’t gonna happen, never has and never will.

    If a co vigorously supports the BBB, that co will rarely, if ever, receive a negative report from the BBB. Take the 3 major credit reporting agencies (organizations I battled for clients in my b&m days). These 3 corrupt credit bureaus trample on consumers’ rights with a flawed credit reporting system rife with errors and unfair, unjust practices. The BBB turns a blind eye to the daily misery and suffering heaped on innocent consumers by the 3 major CRAs because the BBB knows which side their bread is buttered on.

    Woe to the co that does not cave into the BBB’s telemarketing scam sales tactics. If you don’t give in to BBB extortion, they WILL give you a negative report. Here’s how they get away with this dishonest tactic. Should a consumer inquire about a co that hasn’t paid BBB “hush money”, he will receive a disingenuous report saying “this co has refused to comply with BBB requests for information”.

    What a racket.

  • http://kkomp.com/ Sharron Field

    The best thing with regard to this is that it’s an SEO booster.

    What!? BBB accreditation has nothing to do with Google ranking… Oh but it does in a way have something to do with it; not so much to do with authority as to do with trust: -

    Search engines will give a site a better ranking if it’s a known and respected company. For instance; one of my sites, shazzalive.com: You’ve never heard of it right? It has very little content, it’s really currently something of nothing. How much trust is a search engine going to rank it by? Virtually zero probably. Compare that to, say, amazon.com – Everyone knows amazon.com; it has a fantastic reputation and almost everyone if not everyone would trust it commercially. It publishes its accounts publicly and has withstood all inspections and scrutiny thrown at it by any and all official bodies. By those facts alone, amazon.com gets a listing at or near the top of the first page, while shazzalive.com gets listed on page 100+.

    Dave’s boxing clever here: A BBB Accreditation might at first appear to be fairly pointless, even a waste of money on the surface; but there is method behind his “madness”: A BBB Accreditation increases trust in PC Media Inc. and in pcmech.com, maybe even davidrisley.com too; and subsequently scores extra points with Google.

    Every little helps.

  • http://kkomp.com/ Sharron Field

    The best thing with regard to this is that it’s an SEO booster.

    What!? BBB accreditation has nothing to do with Google ranking… Oh but it does in a way have something to do with it; not so much to do with authority as to do with trust: -

    Search engines will give a site a better ranking if it’s a known and respected company. For instance; one of my sites, shazzalive.com: You’ve never heard of it right? It has very little content, it’s really currently something of nothing. How much trust is a search engine going to rank it by? Virtually zero probably. Compare that to, say, amazon.com – Everyone knows amazon.com; it has a fantastic reputation and almost everyone if not everyone would trust it commercially. It publishes its accounts publicly and has withstood all inspections and scrutiny thrown at it by any and all official bodies. By those facts alone, amazon.com gets a listing at or near the top of the first page, while shazzalive.com gets listed on page 100+.

    Dave’s boxing clever here: A BBB Accreditation might at first appear to be fairly pointless, even a waste of money on the surface; but there is method behind his “madness”: A BBB Accreditation increases trust in PC Media Inc. and in pcmech.com, maybe even davidrisley.com too; and subsequently scores extra points with Google.

    Every little helps.

  • http://kkomp.com Sharron Field

    The best thing with regard to this is that it’s an SEO booster.

    What!? BBB accreditation has nothing to do with Google ranking… Oh but it does in a way have something to do with it; not so much to do with authority as to do with trust: -

    Search engines will give a site a better ranking if it’s a known and respected company. For instance; one of my sites, shazzalive.com: You’ve never heard of it right? It has very little content, it’s really currently something of nothing. How much trust is a search engine going to rank it by? Virtually zero probably. Compare that to, say, amazon.com – Everyone knows amazon.com; it has a fantastic reputation and almost everyone if not everyone would trust it commercially. It publishes its accounts publicly and has withstood all inspections and scrutiny thrown at it by any and all official bodies. By those facts alone, amazon.com gets a listing at or near the top of the first page, while shazzalive.com gets listed on page 100+.

    Dave’s boxing clever here: A BBB Accreditation might at first appear to be fairly pointless, even a waste of money on the surface; but there is method behind his “madness”: A BBB Accreditation increases trust in PC Media Inc. and in pcmech.com, maybe even davidrisley.com too; and subsequently scores extra points with Google.

    Every little helps.

  • http://www.adaptablemarketing.com/ David

    Hi Dave
    Is BBB accreditation worth the cost???
    I personally do not think so. I cannot see how this can increase your search engine rankings.
    It might help to give buyers more confidence in your business but that is all.

    David

  • http://www.adaptablemarketing.com/ David

    Hi Dave
    Is BBB accreditation worth the cost???
    I personally do not think so. I cannot see how this can increase your search engine rankings.
    It might help to give buyers more confidence in your business but that is all.

    David

  • http://www.adaptablemarketing.com David

    Hi Dave
    Is BBB accreditation worth the cost???
    I personally do not think so. I cannot see how this can increase your search engine rankings.
    It might help to give buyers more confidence in your business but that is all.

    David

  • http://www.growandmake.com growandmake

    Do you know if the have an online accreditation separate from the standard?

  • http://freexboxlivenow.com/ Free XBox Live

    Yes, I believe that BBB is definitely important in terms of accreditation and credentials. It gives you a nice backbone of support and allows people to understand that you are about quality.

  • Joe

    it's worth it for me because the way i see it the fee is a 3-year license to use the BBB logo in order to gain more trust which in turn gives us more business and we make more money. Most people trust BBB ratings and feel safe that there is somewhere else they can turn to other than the business they have a problem with if something goes wrong. When the BBB is advertised, it reminds people that if the company was a scam, it surely would have been reported on already. Those are just a few points, but in my opinion, yes it's worth it and i plan on paying that “Fee” in order to add that logo to my website and letters.

  • Joe

    it's very much the same but with accreditation you are allowed to use their logo and advertise with it. Also, it states on their site if you are “Accredited” or not and to some naive people it would appear better to be. My business was put on BBB and rated without my knowledge or anything I tried to do, but i'm happy to be in their system and will pay the fee for the accreditation only to use the BBB logo.

  • Joe

    it's very much the same but with accreditation you are allowed to use their logo and advertise with it. Also, it states on their site if you are “Accredited” or not and to some naive people it would appear better to be. My business was put on BBB and rated without my knowledge or anything I tried to do, but i'm happy to be in their system and will pay the fee for the accreditation only to use the BBB logo.

  • pag1001

    As a consumer searching to select the best contractor to do a job on my house, you may be interested to know that I am now checking if BBB accreditation is a honest business! They totally confuse me with their method of accreditation and by not replying to my questions. What is missing in reference letters is the follow up of a job. Is the contractor answering request to repair or fix problems appearing months later? That is what I want to know. Because, if it does not it means that 1) it did not perform a good job on the first place, and 2) he disappear after he got the check. BBB is the only source on the web that I know who is looking at claims. But, I ask them to explain me how they provide grade to businesses which are not unaccredited, and give better rate to company with several complains pending. They did not reply. Now, it may be informative to know that I am in NJ. So, I am now searching on BBB to see who is really beyond this. Bye.

  • Name

    The Los Angeles Times ran an article on the peculiar practice of BBB http://articles.latimes.com/2009/jan/21/busines…

    As a consumer, I am now informed properly about this BBB, and will look at their logo with disgust.

  • Name

    The Los Angeles Times ran an article on the peculiar practice of BBB http://articles.latimes.com/2009/jan/21/busines…

    As a consumer, I am now informed properly about this BBB, and will look at their logo with disgust.

  • Tommy Newcomb

    Great post! I am about to get my Background Checks business Verify HIstory and I was wondering if it was worth it. I personally respect the symbol and I look up businesses all the time. Often I will see many complaints on a business and it’s a quick sign not to use them. It’s better that they exist and it’s better if we have a good agreement.

  • Tommy Newcomb

    test

  • Toon3rd

    I just received a sales call from a BBB accredited publishing business in Florida wanting me to put in ad in their golf magazine. The BBB gave them an A-. After checking them out, it turns out that they prefer to take your money rather than publish your ad in their “regional golf magazines”.

    Since these magazines are complimentary to private golf clubs and their members, they figure they can lock you up for a year and print nothing.

    Checking out a company on the internet is much more reliable and honest than the so-called Honest and trustworthy BBB!

  • The Computer Ox

    I was contacted by a BBB agent to have my companies accredited. The price started at $600 (on sales from the the normal $800) and quickly dropped to $400 when I didn’t show any interest. I still did not see any reason to have my accreditation since my company in fact had an A+ rating without being a member. The guy did a last failed attempt to have me join by lowering the price further to $250. I still didn’t bite.
    However, when i looked back at my score a week later, I had dropped to an A- with no reasons listed. When I called the guy on it he didn’t have an explanation. A week later it was raised again to an A+. What a scam!
    I have a sticker on my company vehicle that states BBB A+ (note, not saying accredited) and I get some great feedback. I am not sure, and don’t particularly care, if it is against their guidelines to use the BBB name without paying. When possible clients ask me whether I am accredited, I openly let them know I am not.

  • Cioc

    Is a new way to steal your money!

  • http://www.ghilliesuitclothing.com Ghillie Suit

    Hmm, wondering if my organization should join.  Is it worth it?

  • Concerned Citizen

    You are in violation of a Trademarked symbol and your grade can change based on a number of factors.  Your grade may drop when revealing details.  There is no negotiating a fee.  It does not sound like you’re a truthful person.

  • David

    Um … you are NOT accredited, according to the report that comes up when you click the “Accredited” link.  Geez, you’d think the BBB Online folks would be smart enough to use REFERER code, or something, to prevent that. No doubt it’s an unintentional misrepresentation – I assume you must have been accredited at one time, and they didn’t notify you when you lost that status.

  • BOBBY

    The BBB is MISUSING the term “accreditation” They are a bullying, scamming, conning, pay dues and get a rating BS company!

  • http://twitter.com/HispanicMarkets Sebastian Aroca

    BBB website says that Annual Accreditation fees vary depending on the size of the company, so I look forward to learn what the cost would be for Hispanic Market Advisors. Among the accredited business benefits that I find more compelling are the public Trust and Confidence that the BBB online reliability seal instills in the minds of some customers. Also, the access to mediation and business arbitration to settle business-customer disputes, in case these are ever needed.

  • http://www.deadlywind.com/ Paintball Barrel

    i noticed a competitor was getting indexed links to their website from the bbb… so perhaps this is some morsel of value provided? a link from a big website?

  • Donaldp

    You are absolutely correct. When I use the BBB to look for a business really the only thing that matters is the amount of unsatisfied complaints. If I see a business that has been doing business for years and they have no complaints on Google and no complaints on the BBB, accredited or not, then it is a good chance they are not going to take your money and run.

    Their pricing is a bit bias and frankly I don’t see the difference if you are at least listed accredited or not, and all of your complaints show. It is all about the amount of complaints. The internet these days will definitely show if you are scamming people if you are doing it more than a month!!!

    I looked up a company the other day that contacted me through email, American Media Distribution, and I found them on the BBB with a 3 year history of no complaints and no one saying anything bad about them on the net, so  I proceeded to purchase their advertising program which seems to be working. You are correct that just because someone contacts you through email does not mean it is a scam. BUT I did my due diligence before deciding to move forward. I do not want to mention what it was to plug them. I always suggest that if you don’t feel good doing business with a company for one reason or another just don’t!

  • More Concerned

    Sounds like Concerned Citizen is a BBB sales agent.

  • E. Snyder

    The BBB has completely re-vamped their online business directory and it is now frequently showing up on the first page of Google results when people search for a small business name. That alone is worth something.

  • http://guymanningham.com Guy Manningham

    The BBB is kind of like Alexa rankings. Either of the two holds very little weight in terms of being an accurate measure of a company, but both can be used as tools for promoting a company’s value to potential customers/clients. Good write-up, David. 

  • http://guymanningham.com Guy Manningham

    The BBB is kind of like Alexa rankings. Either of the two holds very little weight in terms of being an accurate measure of a company, but both can be used as tools for promoting a company’s value to potential customers/clients. Good write-up, David.