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3 Critical Steps To Building The E-trust Factor
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One of the greatest virtues we can possess is to be
trustworthy.
One of the greatest compliments we can receive is that we
are trusted.
Why begin an Internet marketing article with those sentiments?
Simple, because on the Internet trust is everything! I repeat,
trust is everything on the Internet!
Face it, we are not pressing the flesh, face to face with
potential customers. All we have is one very thin and short
opportunity to begin the process of building trust with people.
NOT starting this process is where most entrepreneurs (and
most of the major companies who have failed online) miss
the cyber-mark.
It doesn't matter whether you are selling brownies, or monster
trucks. You could be writing and selling eBooks or publishing
a newsletter. You could be working an MLM or promoting several
affiliate programs. Regardless of your product or service,
here is how you can begin the process of building trust with
your website viewers and potential customers.
1. Credibility Right Out of the Box
It all starts with credibility. If first-time trigger-happy
clickers don't get the feeling right away that you are someone
they can trust, then you might as well save yourself your
monthly dial-up fees, or just start hangin' out in the chat
rooms. Of course, you must also tell them what you have to
offer (features/benefits) right off the top, but once you
capture their interest, start the process of credibilizing
yourself.
I use testimonials as one powerful way to do this. In the
second paragraph of my main website at:
http://www.interniche.net , I've posted a great unsolicited
testimonial. If you don't feel like clicking to see it, here
'tis: "Rick, you ooze credibility and honesty! Keep up the good work! You are the cream that rises to the top of the hype,lies, scammers, etc. Honesty in Internet marketing is becoming a prized commodity. Thanks!"
If you are in the mood to click, here's a webpage where I've
posted just some of my countless customer
testimonials: http://www.interniche.net/said.html
Look, I can tell you how great my products are, but when
this many customers do, it establishes a high level of credibility,
and eventually trust, when they do purchase my products and
experience the level of customer service I offer. Speaking
of which . . .
2. Value - Sell a MEG but Give a GIG!
One of my favorite quotes is from Bob Proctor: "Quality is not Expensive, it's Priceless!" I learned this from my early
days in the drycleaning business. I hired and trained the
best people and paid them more than my competitors. I bought
the best supplies and had nice looking and very clean stores.
I was fanatical about my end product and my customers were
only too glad to pay top dollar in town for my services.
Steady customers were given free drycleaning (bonuses) several
times throughout the year.
A full money back guarantee is critical. No matter *how much*value
you are giving to your customer, failing to offer them a
complete, hassle-free refund on their purchase is a surefire
recipe for cyber-failure. You MUST make them feel extremely
comfortable that you will stand behind your product unconditionally.
Perceived value (what your customers *think* they are going
to get) is important, but true value is essential and you
MUST give your customers more in value than the dollars you
receive in return!
3. Set Your Sites on Customer OverService!!
Now here's where credibility starts turning itself into the
e-Trust Factor. Say someone has purchased a product that
you ship to them and for some reason, it never arrives. Besides
lending a sympathetic ear and re-shipping the order right
away, what else do you do? Of course, you give them something
valuable, for FREE! My products are digital but whenever
a customer has had a real struggle downloading (usually because
of their inexperience) I provide them with a great report
that I have just for this purpose. You should see the positive
reactions when I do this!
Something else. Give refunds with a smile. Hard to do sometimes,
but not only have I had refunded customers purchase new products,
I know for an Internet fact that they have told many people
about the fast and friendly refund they received. Positive
word-of-mouth goes cyber-miles to building the trustfactor.
Here's a fundamental rule of mouse: Stay On Top of Your Email!
Perhaps the greatest way of building trust with your customer is
to let them experience the fact that you are there for them,
and as close to the speed of light as you can! From my own
direct experience, my customers and resellers are simply
amazed when they receive the fast (often instant) and friendly
email support I provide. Kind of a sad statement on the general
state of customer service on the Internet I'd say!
In closing, I guarantee that if you follow these 3 powerful
steps you will witness a dramatic increase in sales because
you have built the e-Trust Factor.
Remember, you are On Your Honor!
Further reading:
© 2001 Rick Beneteau
Rick Beneteau is the highly acclaimed author of the new,
top-selling eBook, Branding YOU and Breaking the Bank. Spend
what he guarantees will be the most important few minutes
you'll spend on the Internet and Start Branding YOU and Breaking
the Bank: http://www.brandingyourself.com
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