Creating Trust

We have grown to rely and trust the Internet. We have friends. We shop, we bank, we do business.We order take out, we even fall in love. We have found ways to do almost all of our daily tasks out here in cyber space. We hear daily of all of the people signing on for the first time.

So how could it be so hard to sell our wares?

Well, it's the trust factor. Jupiter Communications, one of the leading providers of research on Internet commerce, recently revealed studies that showed 64 percent of online consumers are unlikely to trust a website.

Our customers don't have the advantage of seeing our trustworthy faces. Getting to know us. Developing a relationship with us.

Then how do we go about alleviating the fears of our potential customers? Here are a few suggestions bound to set you on the right path.

• BE HONEST.
  Don't make promises that you can't keep, or claims that you can't back up.
• MAKE THEIR INFORMATION ACCESSIBLE AND UPDATABLE.
  Make sure that your customers know what information you gather at your website and what you do with it. If you store profiles at your site, make them accessible to your customers or give them away to update it or make changes.
• HONOR YOUR CUSTOMERS' PRIVACY.
  If you sell directly from your site, it is important that you know, and adhere, to consumer privacy practices. Make sure that your customers understand your secure sales process and that they know what you do with their information (particularly credit card information) after the sale.
• COMMUNICATE!
  Publish an ezine or newsletter to help customers get to know you better. Host chats and/ or discussion boards and promptly and accurately answer your Email. (This means that you should actually READ your Email before replying!)
• EDUCATE YOUR CUSTOMER AND OFFER IMPECABLE CUSTOMER SERVICE.
  Make sure that they know how to use your product. Offer quick and responsive support and guidance. If a customer has a problem, don't try to sweep it under the rug! Take care of it as quickly and as graciously as possible. It is a fact that 98 percent of people will continue to use a business even AFTER they have had a problem, if their problem was resolved in a prompt and courteous manner.
• GUARD YOUR REPUTATION!
  Stress the benefits of your product over another without insulting the other product. Stay clear of the dirty politics tactics. It doesn't do much for your reputation.
• OFFER MONEY BACK GUARANTEES,
  whenever possible, then honor them quickly.
• MAKE TESTIMONIALS AVAILABLE,
  and encourage visitors to check with other customers before they purchase products or services from you.
• BE CLEAR AND COMPLETE WITH YOUR CONTACT INFORMATION.
  Include your business name, address, and phone number. Adding names and pictures of yourself or your employees can help visitors feel more confident and comfortable.

How can we alleviate the fears of our potential customers? Trust is something that takes time to earn. But the more you concentrate on your customer service, and the more responsible you act with their information and concerns, the quicker you will build a loyal customer base.

Seniors on Muscle Beach? You're Never Too Old to Get Fit

Seven years ago, Beatrice Maullin read about the Crown Valley Senior Olympics competition in her hometown of Pasadena, Calif. She had been working out at a local gym doing aerobics, machine weights and free weights. Thinking that there was no sport in which she could compete, she called to volunteer for the Senior Olympics. But when she saw that one of the events was powerlifting, an exercise in which she had become interested, she decided to enter the competition, despite having only two weeks to practice the proper form.

In April 2005, Beatrice won her first powerlifting gold medal. By the way, at the time she was 74.

Today, at 80, Beatrice has won 25 gold medals, holds the powerlifting world record for her age group (82.5 pounds), and is the oldest woman in the United States to compete in the bench press. She has won the "best overall" title in weight lifting for the past six years and has been featured locally and nationally in newspapers, magazines and television, advocating weight training for women of all ages.

Beatrice was not a fitness enthusiast all her life. "I took dance as a young girl, raised two boys, and ran my own businesses, but it's not the same as working out," she said. "I don't know why I waited this long to finally do something just for myself. There must have been some magic plan waiting for me to take that first step. I can't believe all this excitement and fuss started when I was in my 70s," she says. "I've never had so much fun."

Studies consistently show that weight training for seniors is beneficial in many ways. Increased strength can help improve balance, reduce blood pressure, stabilize blood sugar levels and lower cholesterol. A separate study also shows that women who take up weight training increase their metabolism for a longer period of time -- and therefore burn more calories -- by training with weights, as compared to jogging or other aerobic exercise.

And increasingly, fitness clubs are catering to seniors, who often are their most committed members and are by far the fastest growing segment of the health club market. For example, Gold's Gym offers discounts to seniors, including 25 to 50 percent off enrollment fees, and many instructors take special training to accommodate the needs of the older fitness club members, says Derek Barton, vice president of Public Relations and Communications for Gold's Gym International.


Beatrice says that although the recognition and gold medals are nice, those aren't what keep her coming back to the weight room.

"I feel healthier, more exuberant, happier about the time I spend in the gym," she says. "I love meeting people of all ages at the gym, because they understand the dedication it takes to stay in good health. Of course, going to the gym to work out, you must allow extra time to exercise your jaw muscles, too!"

Beatrice has no plans to retire any time soon. In fact, she tries to get out and speak to women's groups as much as possible to spread the word about the benefits of weight training, even though she realizes it may create some competition in her age bracket.