On Your Honor - 3 Steps to Building the e-Trust Factor

One of the greatest virtues we can possess is to betrustworthy.One of the greatest compliments we can receive is that we aretrusted.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 withpotential customers. All we have is one very thin and veryshort opportunity to begin the process of building trust withpeople. NOT starting this process is where most entrepreneurs(and most of the major companies who have failed online) missthe cyber-mark.It doesn't matter whether you are selling brownies, or monstertrucks. You could be writing and selling eBooks or publishinga newsletter. You could be working an MLM or promoting severalaffiliate programs. Regardless of your product or service,here is how you begin the process of building trust with yourwebsite viewers and potential customers.1. Credibility Right Outa the BoxIt all starts with credibility. If first-time trigger-happyclickers don't get the feeling right away that you are someonethey can trust, then you might as well save yourself yourmonthly dial-up fees, or just start hangin' out in the chatrooms. Of course, you must also tell them what you have tooffer (features/benefits) right off the top, but once youcapture their interest, start the process of credibilizingyourself.I use testimonials as one powerful way to do this. In thesecond paragraph of my main website at:http://www.interniche.net, I've posted a great unsolicitedtestimonial. If you don't feel like clicking to see it, here'tis:"Rick, you ooze credibility and honesty! Keep up the goodwork! You are the cream that rises to the top of the hype,lies, scammers, etc. Honesty in Internet marketing is becominga prized commodity. Thanks!"If you are in the mood to click, here's a webpage where I'veposted just some of my customer testimonials:http://www.interniche.net/said.htmlLook, I can tell you how great my products are, but when thismany customers do, it establishes a high level of credibility,and eventually trust when they do purchase my products andexperience the level of customer service I offer. Speaking ofwhich . . .2. Value - Sell a MEG but Give a GIG!One of my favorite quotes is from Bob Proctor: "Quality is notExpensive, it's Priceless!" I learned this from my early daysin the drycleaning business. I hired and trained the bestpeople and paid them more than my competitors. I bought thebest supplies and had nice looking and very clean stores. Iwas fanatical about my end product and my customers were onlytoo glad to pay top dollar in town for my services. Steadycustomers were given free drycleaning several times throughoutthe year.A full money back guarantee is critical. No matter *how much*value you are giving to your customer, failing to offer them acomplete, hassle-free refund on their purchase is a surefirerecipe for cyber-failure. You MUST make them feel extremelycomfortable that you will stand behind your productunconditionally.Perceived value (what your customers *think* they are going toget) is important, but true value is essential and you MUSTgive your customers more in value than the dollars you receivein 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 youship to them and for some reason, it never arrives. Besideslending a sympathetic ear and re-shipping the order rightaway, what else do you do? Of course, you give them somethingvaluable, for FREE! My products are digital but whenever acustomer has had a real struggle downloading (usually theirinexperience) I provide them with a great report that I havejust for this purpose. You should see the positive reactionswhen I do this!Something else. Give refunds with a smile. Hard to dosometimes, but not only have I had refunded customers purchasenew products, I know for an Internet fact that they have toldmany people about the fast and friendly refund they received.Positive word-of-mouth can go a long way 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 customeris to let them experience the fact that you are there forthem, and as close to the speed of light as you can! From myown direct experience, my customers and resellers are simplyamazed when they receive the fast (often instant) and friendlyemail support I provide. Kind of a sad statement on thegeneral state of customer service on the Internet I'd say!In closing, I guarantee that if you follow these 3 powerfulsteps you will witness a dramatic increase in sales becauseyou have built the e-Trust Factor.Remember, you are On Your Honor!