Continued from page 1
So what can you do to get your customers to trust you? The following tips can help you build trust, increase sales, reduce your customers’ privacy concerns and keep them coming back.
•Reduce Perceived Risk: Consumers' overall regard for a company strongly influences perceptions of trust and perceived risk. Personal evaluations are made on
basis of many things, for example, firm reputation or personal experience with a company. Nonetheless, in case of new companies where reputation and personal experience are lacking, personal evaluations are made on basis of a company's observable attributes or signals, such as, self presentation through advertising, customer service interactions, or stated policies. Also, one of customers' biggest concerns is how well your product or service will perform. It is important that you clarify value you provide and state your commitment to ensuring that your customers are extremely satisfied about your product and services. You must use all communication means at your disposal to enhance customers’ experience on your web site, which in turn will reduce their perceived risk.
•Use Clear Language and Give Examples: It is also important that you post a clear privacy policy on your web site and that you use Plain English in every piece of information you write. Many web sites like to use sophisticated language to look professional but they fail to see that they might be losing customers as a consequence. Giving examples is a good tool to increase credibility. Tell a story instead of making impersonal and exaggerated claims of what your company or your products do. Use case studies to tell what you did for whom and difference it made in their lives or their business.
•Personalize Your Marketing: Personalizing your communications is definitely a trust booster. People like to do business with people – not with faceless companies - and they feel a lot better when you refer to them as ‘Bob’ or ‘Mary’ than when you simply call them ‘Dear Customer’.
•Give Something Away: Evidence suggests that when you give something to people, regardless of cost, they are more likely to trust you and return favor by buying something from you or providing you with more of their personal information. For example, you can use an ebook, an article, a workshop or a free demonstration to build trust.
•Adhere to Recognized Seal Programs: Enhancing perceptions of web site privacy protection via features such as privacy statements and seals helps increase regard for company and trust. TRUSTe and BBB Online are two well regarded seal programs that can contribute to your efforts of building trust. In addition, you can take a step further by telling your visitors that your web site adheres to anti-spam practices by displaying The Anti SPAM League seal. This organization, formed specifically to combat spam problem, has a seal program for web sites that are concerned about email communication. You can become a member for free by visiting www.AntiSpamLeague.org.
•Make Contact Easy: If you want clients to get in touch with you, make it easy for them to contact you. Put your phone number and your other contact information on all your marketing materials – including your web site -. When you call them, give them your phone number again at end of conversation and tell them to call. This is another powerful way to build trust.
•Stay in Touch: The people you see and talk to on a regular basis are usually ones you trust most. If you sell services or high end products, a personal phone call is one of best ways to answer prospects questions, and to establish trust. If you have a web site, it is a good idea to periodically contact your customers through newsletters containing information you think might be of interest to them. One key point here: make sure customers have manifested an interest in receiving such information and have given their permission via an opt-in option or another similar mechanism. Remember that permission always builds trust, rapport and respect.
As stated before, degree to which Internet users think a commercial web site protects their privacy will positively influence their overall regard for company and trust of company's web site. Once achieved, trust becomes one of company’s most valuable assets. Not only does trust eliminate skepticism, but it also has power to transform visitors into customers for life. Following these guidelines can help you avoid missteps that can negatively impact your brand, public goodwill, and customer satisfaction/loyalty (e.g., ‘trust’).
If you want to learn more about this and other related topics, check out www.Anti-Spam-League.org. This organization offers free membership and chance to access a wide amount of relevant information on privacy, spam, email abuse, Internet fraud, responsible marketing and several other topics.
The purpose of the Anti SPAM League is to help consumers and business owners reduce the amount of SPAM they receive. In addition, our Anti SPAM organization believes that educating site owners in the area of SPAM prevention and ways to successfully and responsibly market their sites, is key in making a difference.
