Security is a state of mind

Security is considered the major barrier to online transactions, but it's the perception of insecurity rather than the actual insecurity of data on the Net that stops people from buying. Here are four ways you can offer your customers the feeling of security without having to wait for a standard Net encryption scheme.

* Briefly explain the reality of Net security, which is that credit card numbers transmitted online are at least as secure as the same numbers displayed on your card in a restaurant or store, or given to a mail-order firm's employee on the telephone.

* Offer several other ordering options for customers who just won't order online, including a printable fax order form, an 800 number for phone orders, and a physical address for mail orders.

* If you're operating a storefront on a secure Net server, make sure your customers know about it.

* Offer a guarantee on everything you sell.