Web commerce is all about courtship, not salesmanship. In life, a suitor can't go from first date to engagement ring in one afternoon. Courtship is an intricate dance, where each party contributes to relationship at a measured tempo. Trust grows through gradual exchanges and reassurances.

Yet, typical sales-oriented Web site urges visitor to jump to commitment right away. Pushing for them to "BUY NOW!" is not only premature, but a misapplication of fact that visitors are in a hurry. Developing a relationship can't be rushed or skipped--not if you intend to lead them to alter (sale). Buyers want and need to proceed at their own pace.

Each request you make of a visitor "call, read, subscribe or buy" requires a higher level of commitment. So back off hard sell, and instead weave steps into a sensuous dance that respects them and invites a lasting relationship. It's possible, if you follow these five points that buyers care about.

1. How well they're treated The mood of site should be welcoming, geared to assist customer finding what they're looking for. Trust grows as you minimize their sense of risk. And make no mistake, buyer's risks are greater online. Recognize them and reduce them as much as possible. They've been conned, burned, or faced non-delivery of purchases--not to mention abuse of their credit cards or privacy information.

The Internet works because people feel anonymous. People are understandably leery about revealing personal information. So every aspect of site needs to say, "you're safe here" along with, "look at all interesting things we have to show you." One fast move and that skittish deer will bolt.

Web commerce has several inherent disadvantages--shipping charges, delays until products arrive, lack of hands-on assessment, etc. When buyers encounter other disadvantages as well, whether it's unacceptable policies, or added costs, they treat them as a deal breaker--even if it's just a little bit more.

2. How efficiently buying process went Assuming your site sells a tangible product, buyer has to be able to assess its looks, materials, uses, and value without being able to touch it. This can be accomplished much better with some products than others by use of photographs and descriptive copy. But a buyer still takes a chance as to color, size, quality, and suitability. Sales sites need to know their customers' concerns so well that they anticipate what they need to know.

Design site for ease of scanning and logical organization that presents information so it will guide and inform.

Please feel free to publish this article in your Newsletter or on your Web site (with Resource Box Included)

How does ACH processing work?

ACH processing refers to moving of money electronically using Federal Government's Automated Clearing House. This clearing house provides a centralized communication network that allows for both electronic transfers of funds and reporting of these transfers.

Essentially banks have a pipeline (usually called a Fed Line) that connects them directly into ACH network. This pipeline allows information to be transmitted that instructs clearing house to transfer funds to and from bank accounts. The banks typically receive raw data reporting bank from Federal Reserve ACH system. (Note: There are private clearing houses as well).

Most banks possess at least ability to use a Fed Line. Some make use of this and some don't. Those that do typically have very limited front end tools. By front end we mean methods of getting transaction data to them. Their reporting systems tend to be even more primitive.

For these reasons third party processors (TPP's) entered ACH arena. The third party processor saw myriad benefits and opportunities to provide businesses ability to easily move money electronically. By developing user friendly front end tools and robust reporting third party processor has been able to offer businesses tools they need. The vast majority of TPP's have a partner bank(s) and they tie into that bank's Fed Line.

If you are familiar with credit card processing you may assume ACH processing operates in a similar fashion. It doesn't. Whereby a credit card transaction places a hold on available credit on customer card an ACH transaction is quite different.