The first paragraph of this article provides a brief summary of the content. It discusses the common concerns of online shoppers, such as credit card misuse and not receiving purchased items. It emphasizes the importance of creating a trustworthy image for your business and maintaining a first-class attitude in all aspects, from product quality to customer service. The article also warns against making false claims and highlights the value of integrity and sincerity in business.
When shopping online, what are your primary concerns? For most internet shoppers, the top fears include the misuse of their credit cards and paying for items that either never arrive or are of poor quality.
Before customers decide to do business with you, they need to feel safe. This sense of security largely depends on the image you project of yourself and your business.
Being a first-class act starts with your attitude. It extends to your products or services, website, marketing efforts, sales and delivery, and customer service. Essentially, every aspect of your business should reflect this first-class attitude.
The image you project is the one you're stuck with, whether it's what you intended or not. If this image makes your potential customers feel uneasy, your chances of making a sale are significantly reduced.
For instance, there are two surefire ways a company can extinguish my desire to purchase anything from them: lying to me or insulting my intelligence. Many car dealerships do both routinely. They advertise their cars at or below "dealer invoice", which immediately tells me two things: the invoice is fraudulent, and they think their customers are fools.
The term "invoice" implies the amount the dealer paid for the car, and we're supposed to believe it. However, how long would any company stay in business selling their primary product at or below their actual cost?
You'd be doing your business, and thus your future, a great service by treating others the way you wish to be treated. Would you be more likely to do business with someone you feel you can trust, or someone who makes you uneasy? The answer is obvious.
Avoid making absurd claims like "Make $20,000 every day just by sending email!". Write exciting copy, but ensure it's honest and well-written. If you need help, seek it. It's your future at stake.
Present your product or service in the best possible light, but do it with integrity and sincerity. If customers don't trust you, they won't buy from you. And if your product doesn't live up to your claims, you'll face numerous complaints and returns, and likely receive negative reviews all over the internet.
I once knew an Oldsmobile-Cadillac dealer whose television commercials consisted of beautiful scenes and relaxing music. A slide across the top of the screen read simply "XYZ Oldsmobile - Cadillac, Fourth and Main, Ourtown". In about the last 12-15 seconds a pleasant voice offered an invitation to come see the dealer for all your automotive needs.
Customers were treated well and valued highly. The only way a customer would buy elsewhere was under duress. His word-of-mouth advertising, even from people who weren't his customers, was invaluable.
By adopting a first-class attitude, you can enjoy a strong profit, a fine reputation, good traffic to your site, and loyal customers. Going first class benefits everyone. After all, aren't you worth it?
