How to make your business more valuable
What makes a business truly valuable? It’s not just the products you sell or the services you offer — it's the trust you build with your customers. Look at every company you choose to do business with and ask: Why do you keep going back? Because you trust them. When customers choose to stick by you, they return, recommend you, and stay loyal through the ups and downs.
But how do you create this trust, and more importantly, how do you use it to cultivate measurable, long-term value? By becoming BBB Accredited. Here’s the data and real-world results to back that up...
How trust factors into your business’s value
At Better Business Bureau, we’ve seen firsthand how trust plays a pivotal role in increasing a company’s value. In fact, businesses that uphold BBB’s Standards for Trust consistently report stronger customer relationships, higher retention rates, and more substantial growth. Here are some action items on how to us BBB’s standards to help make your business more valuable.
1. Build a foundation of trust
Building trust involves creating strong relationships (customer loyalty), showcasing expertise (consumer confidence), and consistently delivering on your promises (consistency). When it comes to growing your brand’s value, take it from Harvard Business Review: “Increasing customer retention rates by 5% can increase profits by 25% to 95%.”
2. Advertise honestly
Customers like authenticity. Patagonia increased sales by 30% by telling customers not to buy one of its bestselling products, and to opt instead for used Patagonia products through its Worn Wear program. This kind of hyper-honest marketing builds integrity and attracts loyal customers.
3. Tell the truth
According to Deloitte, “1 in 5 consumers spend upward of 50% more money on trusted brands.” When your business is open and honest about its products, services, and policies, you create a sense of reliability.
4. Be transparent
A report from Label Insight revealed that “94% of consumers are more likely to be loyal to a brand when it commits to full transparency.” Be open in your policies, processes, and ownership structures to drive customer loyalty.
5. Honor promises
Your word is your bond. By keeping your promises — whether in delivery times, product quality, or customer service — you foster trust. According to Gallup, “companies that deliver on their promises have greater levels of customer engagement, which enables them to surpass their competitors in terms of share of wallet, profitability, revenue and relationship growth.”
6. Be responsive
From Gartner: “If customers receive value during a service interaction, there is an 82% probability of repurchase or renewal.” Show customers you value their time and concerns by being responsive to their complaints or issues quickly.
7. Safeguard privacy
“73% of consumers said they are attracted to brands that increase their sense of safety and security.” When you demonstrate that privacy is a priority, you build trust and gain a competitive edge over businesses that don’t invest in data security.
8. Embody integrity
Integrity is the backbone of trust; it attracts loyal customers and can lead to higher employee retention rates. In other words, integrity isn’t just good for customers — it’s good for your entire organization.
The BBB advantage: Building trust to increase value
If retention, loyalty and referrals are the goal, BBB Accreditation is more than a badge — it’s your competitive edge.
By becoming BBB Accredited, you’re not only signaling to your customers that you operate with honesty, transparency, and integrity, but you’re also investing in long-term growth. BBB Accreditation gives you the tools to build stronger customer relationships, reduce risk, and stand out in a crowded marketplace. When you accomplish these things, you unlock real value in your business.