Hairdressers top UK Trust Index

BATH, England, February 12 - New research into attitudes towards tradespeople has revealed that the
public places more trust in hairdressers than many other trades. The
research found that car salespeople are trusted least. Undertaken by ICM on
behalf of internet services provider Gradwell, the survey asked 2,000 members
of the public to identify the tradespeople they trust most and least. 26 per
cent named hairdressers as the most trusted, just ahead of driving
instructors (18 per cent). 42 per cent trusted car salespeople least, ahead
of builders & roofers (21 per cent). When questioned about the influences on
their perceptions of tradespeople, 71 per cent said they would be more likely
to trust a tradesperson who had a dedicated business landline rather than a
mobile phone. 51 per cent said they would place more trust in someone with
a business email address rather than a 'freemail' email address. The majority
(63 per cent) also said they would be more likely to trust a member of a
professional body or association, and more likely (61 per cent) to trust
somebody who could provide a reference.

Commenting on the findings, occupational psychologist Chris Lewis said:
"Trust plays a major part in our decision to hire a tradesperson. Trust is
a powerful and complex driver in 'why' and 'who' we choose. Scientists even
believe that it has a chemical basis (the hormone 'oxytocin'). The closer
our contact or relationship is with someone, the more important trust becomes.
Because we are in close physical contact with hairdressers and driving
instructors for example, we pay special attention in their selection.
Psychologically, however, there are a number of factors that underpin why
people trust other people in general."

"The survey shows three fairly distinct 'bands' of things traders do
that relate to trust. The highest relates to 'potential for professional and
other verification of service' (professional membership and references), the
next is 'reliable contactability' (dedicated landline and premises) and the
third is 'branding and advertising' (vehicle, website and business email
address). Allowing oneself to be accessible, traceable and contactable is,
however, arguably the strongest of all these trust factors."

"Ultimately, feeling good about a tradesperson is key for a customer.
Having all the image gadgetry will not compensate for lack of skill and
customers are aware of that. However, not having it will lessen trust and
damage your business." Peter Gradwell, managing director of
Gradwell, added: "I'm not at all surprised that the public places more trust
in those with a business phone number. Many small businesses recognise
this; in fact we've seen a steady rise in the number of sole traders coming
to us to help them set up their communications systems." "No matter what
size a business is, it's simple and inexpensive to create a professional
image. By using an internet-based phone system for example, we can allow
users to receive calls on their mobile phone despite the caller ringing a
business landline. We can also easily create a business email address,
avoiding the need to use freemail."

Notes to editors:

	                    Most trusted	Least trusted
    Hairdressers                26%             1%
    Driving instructors         18%             1%
    Electricians                 8%             1%
    Caterers                     4%             1%
    Joiners and carpenters       4%             0%
    Mechanics                    3%            11%
    Plumbers                     3%             4%
    Painters and decorators      3%             1%
    Builders and roofers         2%            21%
    Car sales people             2%            42%
    None of the above           27%            17%

About Gradwell:

Gradwell is a leading independent provider of Internet communications to
UK businesses. From Internet telephony and broadband to website hosting and
email management, Gradwell designs flexible packages suited to small business
customers.

Founded in 1998 by entrepreneur Peter Gradwell, Gradwell is driven by a
strong team of experts dedicated to delivering innovative products with the
best possible service levels.

Gradwell grew by over 26% in the 2009 financial year, with turnover now
annualising at just over 3.5 million. With a customer base of over 10,000 UK
SMEs Gradwell is prepared for growth. By reinvesting profits into the team,
research and infrastructure, Gradwell will continue to deliver the best of
business Internet to its customers.

A picture accompanying this release is available through the PA
Photowire. It can be downloaded from www.pa-mediapoint.press.net or
viewed at www.mediapoint.press.net or www.prnewswire.co.uk.

For media information or a breakdown of regional results contact Tom Bowden-Green or Pippa Clark on +44(0)117-929-2311 or email pippa.clark at grayling.com.