Better Business Bureau® Serving Central, Northern & Western Arizona

Connect With Your BBB!For the latest BBB news, alerts, & tips,

find us at connect.arizonabbb.org

Third Quarter 2014

New BBB Office BBB now has a physical presence in Lake Havasu City

Ethics Symposium BBB Business Ethics Award winners share winning strategies

Pushing Your Company into the SpotlightHow WE promote YOU!

The Accredited Business Website A one-stop shop for discounts, benefits, and more

A quarterly newsletter for BBB® Accredited Businesses

Business Connection®

Ethical Ellie

Better Business Bureau Serving Central, Northern & Western Arizona 2

2014 Officers:Chair – Brian Mohr, Y Scouts Vice Chair – Brian Burt, Snell & WilmerTreasurer – Gary Sneed, Desert Schools Federal Credit UnionSecretary – David Lorenz, ComericaImmediate Past Chair – Rick Dircks, Dircks Moving ServicesPresident – Matthew Fehling, BBB

DirectOrs:Ann Adams, APSKen Bonham, Lucid AgencyMike Bontrager, Weitz ConstructionRon Cohen, CRC Broadcasting Co.John Curran, U.S. Postal Inspection ServiceAmbrose Earle, Shamrock FoodsCommander James Gallagher, Phoenix Police Dept. John Hartgrave, (ARAC) Purcell’s Western States Tire & Auto Tom Higginbotham, Sun Devil AutoBob Jones, Quality Transmission Service, Inc.Joe Kelly, Triad Consulting Corporation Danny Kregle, (ACIAC) Efficiency MechanicalKevin Lange, KeyserMarty Laurel, Community VolunteerTom Licurgo, Ashley Furniture HomestoresMike McGuirk, ProCopyGarry Ong, Mu Shu Asian GrillChris Petroff, Greater Phoenix Economic CouncilElaine Ralls, air InTEGRATED Curt Rock, (ARAC) Curt’s Auto RepairLee Scanzano, Cox CommunicationsGerald Smithson, JLS ConsultingJim Sollenberger, Cue Financial Group, Inc.Bill Verdini, ASU/ W.P. Carey School of BusinessGary Volkenant, Community VolunteerCarrie Young, SRP

September 2014, Vol. 75, no 3. BBB Business Connection (USPS 006-370) is issued by Better Business Bureau at 4428 north 12th Street, Phoenix, Arizona 85014 to its accredited businesses and subscribers. It is published quarterly to report business and consumer information, facts about schemes, solicitations, government actions affecting business and Better Business Bureau news. Reference to or mention made of any company, product or service herein is not to be interpreted, per se, as statements derogatory of such company, product or service, but as information obtained from sources believed to be reliable for the use of such accredited businesses and subscribers. Subscription price is $12/year to BBB Accredited Businesses. Periodical postage paid at Phoenix, Arizona. POSTMASTER: Send address changes to BBB Business Connection, 4428 n. 12th Street, Phoenix, Arizona 85014.

YAVAPAi cOUNtY ADVisOrY cOUNciL

Officers: Chair – Dave Barrett, Barrett Propane Vice Chair – Susan Abbott, Home Instead Senior Care

MeMBers:Bill Fencken, BBB Foundation Board MemberSteve LaFleur, Prescott Import Car ServiceConnie Manning, AAA Arizona nathan Mendenhall, Sonora Quest Laboratories of northern AZJohn R. Stevens, Stevens Tax Services, LLC

BBB fOUNDAtiON

Officers:Chair – Katie Osborne, Blue Cross/Blue Shield of Arizona Vice Chair – Larry Seay, Meritage Homes Corporation Treasurer – Bill Verdini, ASU/ W.P. Carey School of BusinessSecretary – Matthew Fehling, BBB

DirectOrs:Peggy Baker, Community VolunteerJoe Dean, Dean Enterprises Jim Donley, Donley Service CenterTom Fannin, Coldwell Banker Success RealtyBill Fencken, Community VolunteerJerry Hall, Community VolunteerDean Rennell, Wells Fargo BankGary Volkenant, Community Volunteer

independent Legal counselAndrea Lovell, Ryley Carlock & Applewhite

BBB BOARD of DIRECTORSSTANDARDS

TRUSTfor

Build Trust Establish and maintain a positive track

record in the marketplace.

Advertise Honestly Adhere to established standards of

advertising and selling.

Tell the Truth Honestly represent products and

services, including clear and adequate

disclosures of all material terms.

Be Transparent Openly identify the nature, location,

and ownership of the business, and

clearly disclose all policies, guarantees

and procedures that bear on a

customer’s decision to buy.

Honor Promises Abide by all written agreements and

verbal representations.

Be Responsive Address marketplace disputes quickly,

professionally, and in good faith.

Safeguard PrivacyProtect any data collected against

mishandling and fraud, collect personal

information only as needed, and

respect the preferences of consumers

regarding the use of their information.

Embody Integrity Approach all business dealings,

marketplace transactions and

commitments with integrity.

standards.arizonabbb.org

Need Our Help?

Call BBB’s Accredited Business Services Department at (602) 264-1727 or (844) 220-8730yourbbb@arizonabbb.org

arizonabbb.org 3

Pushing Your Company into the Spotlight

From introducing a TV commercial character named ‘Ethical Ellie’ who finds legitimate businesses by searching BBB to pointing out Accredited Businesses at local trade shows, BBB is committed to bringing awareness to the 11,000+ businesses in Greater Arizona who meet our Standards For Trust. Here are a few examples of how we push your company’s affiliation with BBB into the spotlight through interactive media buys:

Digital PromotionsMost of BBB’s marketing and advertising budget is applied toward digital campaigns that are managed and measured for impact. We’ve experienced an impressive number of video views, click thru rates and engagement on social media platforms featuring an accreditation-related message.

Digital products we use to advertise or promote our Accredited Businesses are:

Pre-roll video ads, Google Pay-Per-Click Ads (PPC), Arizonabbb.org Accredited Business Roster, Customer Reviews, Social Media ads and posts

Print PromotionsCities outside of the Phoenix area have embraced local newspaper inserts featuring a list of local BBB Accredited Businesses they can trust. Meanwhile, trade show ads educate attendees about who they should do business while visiting vendors at events.

Print products we use to advertise or promote our Accredited Businesses are: Trade Show Ads, Accredited Newspaper Inserts (Mohave, Yavapai and Yuma counties), and BBB Military Line Ads

A recent home & garden show ad that promotes the power of BBB’s accreditation seal.

Ethical Ellie in our latest TV commercial addressing “Who Can You Trust?”

Broadcast & Outdoor PromotionsBroadcast and cable television advertising has pushed BBB’s visual message of legitimate reviews and businesses found on arizonabbb.org. Greater Arizona area consumers are also exposed to BBB co-sponsored outdoor campaigns with co-sponsored messages from businesses.

Traditional media we use to advertise or promote our Accredited Businesses are:

Broadcast and Cable Television Commercials, Radio Commercials, Billboards and Bus Shelters

For more than 100 years, Better Business Bureau has been helping consumers find businesses, brands and charities they can trust. We are a local, non-profit organization and our services are free, visit arizonabbb.org today!

When you see this BBB Accredited Business Seal, it means the company has made a commitment to:

• Build Trust• Honor Promises• Tell the Truth• Be Transparent• Be Responsive • Advertise Honestly• Safeguard Privacy• Embody Integrity

®

go.bbb.org/finduson

Customer Reviews • BBB Ratings Complaint Detail • BBB Accredited Business Directory • Consumer Tips

Scam Alerts • EQuote Program

Look for this seal as you visit booths today….

Better Business Bureau Serving Central, Northern & Western Arizona 4

Lyndsey MullensDispute Resolution Consultant

Q: A consumer filed a ridiculous complaint against my business. Should I even respond?

A: All BBB Accredited

Businesses are required to

resolve or respond to all

complaints filed with BBB.

If your business chooses to

not respond, your accreditation will be revoked for

not meeting BBB standards and your grade will be

lowered. Your response will be publicly displayed

providing your company the opportunity to present

its side of the story on what transpired.

BBB Experts Answer Your Questions

Earline AdamsOffice Coordinator

Q: My competitors have a better grade than me. How can my company get that A+ like them?

A: Your businesses may appear

to be identical with another,

but your BBB grade is based

on 16 factors. You may view

the factors that determine your

company’s rating in your BBB Business Review or by

contacting your Dispute Resolution Consultant.

1. To view BBB Standards for Trust visit

bit.ly/BBBSTANDARDS

2. View the 16 factors of your BBB grade, at

bit.ly/BBBGRADE

3. If you have questions on how to respond to

complaints, please contact your BBB Dispute

Resolution Consultant.

Do you have a question for BBB? Ask us by emailing yourbbb@arizonabbb.org, subject line: “Ask the Experts”.

Industry Experts to the Rescue!

Does your company have a blog? Do you

post regularly about timely topics relevant to your

industry? If so, BBB wants to hear from you.

BBB is looking for expert guest bloggers in the

following areas: air conditioning, pool services, car

repair, roof repair, plumbing, and moving.

We are also looking for experts

in the business areas of marketing,

advertising, accounting, technology,

and human resources.

If you would like to a BBB guest

blogger, please email Myriam Cruz at

mcruz@arizonabbb.org.

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Sharing Your Business Story Using the 10-Step Story Cycle

You are a proud owner of an

Arizona business - although it

probably feels like it owns you -

and you work tirelessly serving

your customers to make

it grow. However, it has

become increasingly

difficult to stand

out in what experts

are calling the

attention economy.

Everyone is

clamoring to be

heard with selfies,

140-character

tweets, six-second

Vine videos,

Facebook, LinkedIn,

blogs and many other

things. Brands used to

control mass media. Now the

masses are the media.

To rise above the cacophony

of the attention economy,

businesses of all sizes are using the

Story Cycle. Based on American

mythologist Joseph Campbell’s

“Hero’s Journey,” the 10-step

process is inspired by the story

artists of Hollywood, influenced

by masters of persuasion, guided

by trend spotters, and informed

by how the mind grapples for

meaning.

Step 1: Backstory Where in the

world have you been, where

are you now, and where are you

going? The backstory helps you

quickly articulate what you want

for your brand and its unique

position in the market.

Step 2: Hero Who is your #1

audience – the hero of your brand

arizonabbb.org 5

DiD You Know?

* Statistics from June 7 to August 19, 2014

558 BBB Accredited

Business applications accepted.

BBB Accredited Business

applications denied.

37and

3,671BBB Customer Reviews

submitted for local businesses.*

6 businesses

revoked for a failure to

meet BBB standards.*

BBB Business

Reviews requested.*

769,742

story – and what do they care

about? You can use the same

10-steps of the Story Cycle to

create a unique audience

persona for each of your

target markets.

Step 3: Stakes What does your

hero want as

it relates to

the product

or service you

offer, and how

does their quest

intersect with

the goals and

aspirations you have

for your brand?

Step 4: Disruption Without

change and the conflict it creates

in our lives, there is no market

opportunity or story. What has

changed, is changing, or needs to

change in your hero’s life – and in

the market – to make your offering

timely, relevant, and irresistible?

Are you instigating the change

(being disruptive) or responding to

something that has changed?

Step 5: Antagonists What are

the obstacles and antagonists –

both external and internal – that

your hero must overcome on their

journey with your brand?

Step 6: Mentor: What is your

brand’s unique position, promise,

and personality and how will it help

your hero on their quest? Of the

12 fundamental archetypes, which

one best characterizes your brand?

continued on page 10

by Park Howell of Park & Co.

Better Business Bureau Serving Central, Northern & Western Arizona 6

Featured Benefit

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Businesses

Whether you are looking to ship overnight or

ground, utilize your BBB Accreditation shipping benefits with FedEx to

save 12-26%.

Now Also Offering Discounts with FedEx Office

Looking for help with graphics? Need signs, print

or copy services? Save 10-20% on FedEx Office Services for being a BBB

Accredited Business.

To enroll, visit:enrolladvantage.fedex.

com/6874 and enter passcode MFXJ33

Disclaimer: BBB Serving Central, Northern and Western Arizona

does not endorse or recommend any business, product or service.

New BBB Office in Lake Havasu City

This September, BBB opened the doors to its new office in Mohave County located at 60 S. Acoma, Unit #B102 in Lake Havasu City. Located just across from Arizona State University’s campus near the city’s busy downtown area, the office will serve consumers and businesses looking for trustworthy marketplace information.

Lake Havasu City resident Elaine Cullen, serves as Mohave County Director, developing strategies to increase awareness of BBB in the area. Cullen joined BBB in mid-August and is already building relationship to promote BBB in the community. With more than 270 accredited businesses in Mohave County, the new office will offer a local resource for residents.

The official grand opening/ribbon cutting will be on Wednesday, October 29. Contact us for details: 928-302-3701 or mohave-info@arizonabbb.org.

Managing your BBB Accreditation is easy. The Accredited Business site gives

you 24/7 access for all of your accreditation needs. Visit login.arizonabbb.org to

find the icons below. With a click of the button you can download BBB Trust Seals,

update company information, renew your accreditation, respond to customer

reviews, view analytics for your BBB Business Review, and more!

Discounts, Benefits, & More with a Click of a Button

arizonabbb.org 7

Jeremy Smith President, California Pools and Landscape

Jeannine Dinges President, Convertabath

David Kravetz Co-Founder, Fairytale Brownies

Tony Guido President, Guido’s Auto Service Centers

Ethics Symposium: Winning Strategies from Winning Companies

CEO ProfileHoward Fleischmann Sr.Community Tire Pros & Auto Repair

What is the best advice you have received in the last 10 years?

The best advice given to me is: “Trust but Verify”

What are the key factors to running a successful business?

Once you get past the basics—proper funding, knowledge of your industry, ability to lead; it comes down to communication!• Communicate your commitment to your clients • Communicate to your teams-how to treat clients• Communicate with vendors-how you’re going to

do business and they need to support that effort!

How do you spend your free time?

I’m an avid motorcycle enthusiast and enjoy building & tinkering with old cars.

What would you do if you won the lottery?

Travel more and use funds to help people that are trying to help themselves.

Thank You to Our Event Sponsor

On August 28, over 70 professionals joined

BBB’s Center for Character Ethics for its inaugural

ethics symposium, where past Business Ethics

Award winners shared the role ethics plays in

forming business strategies.

As presenting sponsor, ASU’s Lincoln Center

for Applied Ethics’ Director Jason Robert shared

the resources ASU offers business owners who put

ethics first. Snell & Wilmer Partner and BBB Board

Director Brian J. Burt served as moderator for the

impressive past ethics winner panel. Burt brought

many key insights about ethics to the forum,

including philosophy around situational ethics.

Each panelist shared how ethics played an

important role from their companies’ inception.

Respectively, all agreed that

ethical challenges can occur

daily, but it comes down to

knowing who you are as an

organization and what your

brand stands for in the market.

One of the simplest, yet

most powerful responses from

each panelist occurred when

Burt poised the question,

“What is one word you hope

people associate with your

business?”

•SmithfromCaliforniaPools:

“caring”

•DingesfromConvertabath:

“honesty and fairness”

•GuidofromGuido’sAuto

Service Centers: “we have

your back”

•KravetzfromFairytale

Brownies: “quality”

Since 2002, BBB Foundation

has awarded over 100

local businesses with this

coveted award. Please visit

ethics.arizonabbb.org for

complete details on how to

apply for the 2015 program.

Applications are due

December 12, 2014.

Join our Alumni of Business Ethics Award Winners!

®

Better Business Bureau Serving Central, Northern & Western Arizona 8

Happenings from Around Our Service Area

1. 2.

7. 8.

5.

1. More than 35 accredited businesses brushed up on accounting skills at Quickbooks seminar in August

presented by SCORE mentor Aaron Blau.

2. 1190 AM host Martha Navarro shared an overview of BBB resources with listeners during morning radio show.

3. 4.

9. 10.

6.

arizonabbb.org 9

3. ABC 15’s Joe Ducey stopped by BBB to learn more about the FTC’s

Three-Day Cooling Off Rule and misconceptions about returning items

and cancelling contracts.

4. BBB joined forces with the

Prevention of Elder Abuse Coalition during World Elder Abuse Awareness Day June 13,

sharing information on scams

against seniors during

5. Yavapai County BBB office relocates to 213 Grove Avenue in

Prescott. The new 2,000 square

feet stand-alone building has

great visibility and signage and is

just a few blocks from downtown

Prescott.

6. Telemundo Hispanic Business Salute recognizes local accredited

businesses By Your Side Senior

Care, Risas Dental and Braces, and

Duran Accounting Solutions as

2014 winners.

7. BBB presented at 3rd Annual Yuma Digital Business Expo at

Arizona Western College, sharing

valuable resources.

8. BBB joined over 1,000 seniors and community members for

World Elder Abuse Awareness Day

on June 13 at Yuma’s Senior Center.

9. The moving industry makes news

as The Arizona Republic shared

common issues involving movers

and reminded readers to use BBB

before hiring a company.

10. Attendees of Goodwill Workforce Center shared their

gratitude by signing their name

on a board showcasing BBB’s

partnership on promoting

employment opportunities in Yuma.

Better Business Bureau Serving Central, Northern & Western Arizona 10

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CAUSE = EVERYBODYWINS

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FREE with Donation*with any donation by a consumer (eg. $1-$20) toward Special Olympics Arizona

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Expires October 31, 2014

Sharing Your Business Story Using the 10-Step Story Cycle, continued

Step 7: Journey What does the customer interaction

with your brand look like and what are the success and

failures they will experience along the way? How might

your customer experience buyer’s remorse and how

will you help them avoid or overcome it?

Step 8: Victory When do you anticipate your customer

will experience their first real success with your brand,

how will they know it, and how will you be there to

celebrate it with them?

Step 9: Moral What is the moral of your story that

connects the values you and your brand share with

your customers?

Step 10: Ritual Wash, rinse, repeat: How will you

create such compelling customer engagement that

they adopt a ritualistic use of your product or service?

The Story Cycle naturally plays to how our brains

are hard wired to create meaning out of the stories

we encounter. So while technological advancements

and our narcissistic race to get noticed is causing

the masses to publish and

broadcast blips and bytes of

information, I find it ironic that

the ancient structure of story

is still the most proven and

powerful way to connect with

people and create abundance in

everyone’s lives.

As you can see, the story is

NOT about you or your brand.

It is about your customer. Your

brand is the mentor in the story,

theObiWanKenobitoyour

customer’s Luke Skywalker,

the true hero of the journey.

The more you understand and

empathize with your customers’

stories, and how you can

mentor them in their quest for a

better life, the more abundant

growth you will experience in

all aspects of your business.

FIX AD

Tee Off for a Great Cause!

BBB Integrity Golf Tournamentbenefitting BBB of Central Arizona Foundation

October 23 | ASU Karsten Golf Course

golf.arizonabbb.org

sponsored by

arizonabbb.org 11

Advanced Auto Service & Tire Centers . ArizonaKitchensbyMax. Arizona

Paiting Company . A Smooth Move . Austin Fleck Property Management . Azul

Design & Landscape . Berge Ford . Brewer’s Air Conditioning & Heating, Inc.

Capstone Roofing . Cash Time . Champ’s Auto Repair Service . Community Tire

Pros and Auto Repair . Day & Night . Dusty Creek Builders, Inc. . Ed Whitehead’s

Tire Country . Envision Painting . Firehouse Moving Co. . Goodmans Interior

Structures . Hobaica Services, Inc. . KellyClarkAutomotiveSpecialists. Linda

Booker Realty . Lodi Garage Doors and More . One Call Plumbing . Paramount

Roofing . Parker & Sons Air Conditioning . P.J. Hussey & Associates, Inc. . Ryse

Construction, Inc. . Sam’s Auto Body . Savage Air Conditioning, Inc. . Sexton

Pest Control . Sleep America . Stapleton Roofing . Target Comercial Interiors .

Whalen Painting, LLC . Xtreme Green Visions

BRONZE & COPPER:

DIAMOND:

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SINCE 1947

EMERALD:

Air Conditioning Plumbing | Solar

Thank You BBB Media Sponsors

SILVER:

GOLD:

PLATINUM:

BBB Sponsorship

FAQsWho can be a media sponsor?

All BBB Accredited Businesses

are welcome to participate in a

media sponsorship.

What’s included in the sponsorship packages?

In addition to the annual

accreditation fee, sponsorship

packages offer a variety of

advertising options. Packages

can be an affordable addition to

your marketing plan as different

forms of advertising are offered

like online directory ads, website

banners, radio, TV, and outdoor

ads, as well as customer survey

cards.

What does BBB do with the money it gets from sponsors?

Sponsorship fees help to cover

advertising costs associated

with our packages. Additionally,

it supports BBB in fulfilling core

services like guiding consumers

on spending money wisely in the

marketplace.

How can my business become a sponsor?

We would be happy to set an

appointment to review which

sponsorship package would be

the best fit for your company.

Call us today at 602-240-3999 or email sponsorship@arizonabbb.org.

Better Business Bureau Serving Central, Northern & Western Arizona 12

®

Better Business Bureau Serving Central, Northern & Western Arizona4428 N. 12th StreetPhoenix, Arizona 85014

Upcoming Educational Events

october8 | From Firing to Hiring - HR Strategies from 11 a.m. - 12:30 p.m. Presented

by Lorie Birk from Mountain States Employers Council

23 | BBB Integrity Golf Classicfrom6:30a.m.–1:30p.m.atASU’sKarsten

Golf Course

29 | Social Media 101 (in Yuma) from 8:30 – 10 a.m. Presented by Faustine

Chan from Better Business Bureau

30 | How to Hire an Intern from 11 a.m. – 12:30 p.m. Presented by Faustine

Chan from Better Business Bureau

november5 | Filling Your Funnel Faster - Tips, Tricks and Tools to Generating More Traffic for Your Business from 11 a.m. - 12:30 p.m. Presented by Community

Speaker Dave Sherman

20 | How to Respond to Customer Reviews (live webinar) from 11 a.m. - 12:30

p.m. Presented by Marissa May from Better Business Bureau

.............accredited business

universityMarketing Accreditation to

Your Fullest Advantage

Join BBB staff and other

Accredited Businesses to learn

how to leverage accreditation

benefits and services to your

advantage! After all, how are

your customers supposed

to know you were accepted

if you’re not marketing your

Accreditation?

October 22, 2014

9 to 10:30 a.m.

If you’re unable to attend, tune

in October 21 at 9 a.m. for our

Welcome Webinar!............. Unless otherwise indicated, all events are free and take place in the Phoenix area.

For more information or to register, visit events.arizonabbb.org or call 602-212-2228.