The Marketing Power of Reaching Compliance

Reaching compliance is something to be proud of. It not only earns you the recognition of a standards body like the ISO (International Organisation for Standardisation), it also earns you the trust of your customers and the envy of your competitors.

The truth is, compliance can be a powerful marketing tool for construction businesses. Just like compliance opens doors the doors to government contracts, reduces inefficiency and minimises the chance of workplace accidents, compliance can drive business growth through reputation and prestige.

Below we outline the importance of compliance and demonstrate how it can be marketed to drive business growth.

What Does It Mean to Reach Compliance?

Reaching compliance means that your business has adhered to a particular standard as specified by the ISO. Among other things, the ISO operates to ensure that products and services are safe, reliable, of a high quality and good for the environment. This assists international trade because consumers know that they can trust a certain business that has attained a certain level of compliance.

But reaching compliance isn’t just good for the consumer. It’ll also benefit your business in three main areas:

1. Reducing costs – The improved systems and processes reduce waste and increase productivity.
2. Increase consumer satisfaction – The higher quality of products and services, as well as safer and more efficient systems increase consumer satisfaction and retention.
3. Access to new markets – Compliance with a standard can present the opportunity to access new markets. Construction businesses, for example, will often need to demonstrate compliance with a standard in order to tender for government contracts.

How Compliance Helps in Marketing Your Business

Reaching compliance is a badge of honour. And quite literally, in fact. Businesses that reach compliance are often awarded a certification badge that can be displayed on their website.

To consumers and competitors these are symbols of authenticity, quality and expertise. Compliance demonstrates your commitment to your product and to your employees.

Visual cues are critically important in the purchasing decision. For example, voluntary sustainability standards like the Rainforest Alliance Certification have become increasingly important to consumers over the past decade. An assurance of sustainable production on your coffee jar, or an assurance of heart health on your cereal box can make all the difference at the point of purchase.

It’s not such a different situation at tender. Consider your business has reached compliance and is among the final three businesses hoping to be awarded a high-value government contract. Consumers, but especially government, want a safe bet. They want to know that your management systems are up to scratch to deliver quality work with safe and sustainable practices.

This translates directly into growth. In the UK, compliance has increased productivity by 37.4% and annual GDP by 28.4%, which accounts for $8.2 billion annually. Similarly, in Canada, the use of standards has injected over $91 billion into the economy since 1981.

It’s clear that reaching compliance is a powerful marketing tool for businesses. Showing potential clients that your business performs at internationally recognised standards provides you with an invaluable competitive advantage.

For more information on how certification to ISO 9001 can help grow your business, download the free information pack below: