Creating Trust

Creating Trust

by Mari Peckham


It can be difficult, at best, to do business on the Internet.

Okay, you and I LIVE out here. We have grown to rely and trust
the Internet. We have friends. We shop, we bank, we do business.
We order take out, we even fall in love. We have found ways to do
almost all of our daily tasks out here in cyber space. We hear
daily of all of the people signing on for the first time.

So how could it be so hard to sell our wares?

Well, it's the trust factor. Jupiter Communications, one of the
leading providers of research on Internet commerce, recently
revealed studies that showed 64 percent of online consumers are
unlikely to trust a website.

Our customers don't have the advantage of seeing our trustworthy
faces. Getting to know us. Developing a relationship with us.

Then how do we go about alleviating the fears of our potential
customers? Here are a few suggestions bound to set you on the
right path.

*BE HONEST.
Don't make promises that you can't keep, or claims that you
can't back up.

*MAKE THEIR INFORMATION ACCESSIBLE AND UPDATABLE.
Make sure that your customers know what information you gather
at your website and what you do with it. If you store profiles
at your site, make them accessible to your customers or give
them away to update it or make changes.

*HONOR YOUR CUSTOMERS' PRIVACY.
If you sell directly from your site, it is important that you
know, and adhere, to consumer privacy practices. Make sure
that your customers understand your secure sales process and
that they know what you do with their information (particularly
credit card information) after the sale.

*COMMUNICATE!
Publish an ezine or newsletter to help customers get to know
you better. Host chats and/ or discussion boards and promptly
and accurately answer your Email. (This means that you should
actually READ your Email before replying!)

*EDUCATE YOUR CUSTOMER AND OFFER IMPECIBLE CUSTOMER SERVICE.
Make sure that they know how to use your product. Offer quick
and responsive support and guidance. If a customer has a
problem, don't try to sweep it under the rug! Take care of it
as quickly and as graciously as possible. It is a fact that
98 percent of people will continue to use a business even
AFTER they have had a problem, if their problem was resolved
in a prompt and courteous manner.

*GUARD YOUR REPUTATION!
Stress the benefits of your product over another without
insulting the other product. Stay clear of the dirty politics
tactics. It doesn't do much for your reputation.

*OFFER MONEY BACK GUARANTEES,
whenever possible, then honor them quickly.

*MAKE TESTIMONIALS AVAILABLE,
and encourage visitors to check with other customers before
they purchase products or services from you.

*BE CLEAR AND COMPLETE WITH YOUR CONTACT INFORMATION.
Include your business name, address, and phone number. Adding
names and pictures of yourself or your employees can help
visitors feel more confident and comfortable.


How can we alleviate the fears of our potential customers? Trust
is something that takes time to earn. But the more you concen-
trate on your customer service, and the more responsible you act
with their information and concerns, the quicker you will build a
loyal customer base.

Remember, Rome wasn't built in a day, and neither are successful
and worthwhile businesses! Give your customers a reason to trust
you, and they will!

(c) 2000 Mari Peckham
_________________________
About the Author:

Mari Peckham is the President of Peckham Enterprises and
webmistress of PowerPromoPlus, your online advertising solution
at: http://www.powerpromoplus.com

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