EVERYONE likes to think they wouldn't be fooled by rogue tradesmen offering "good value, quality services" on their doorstep.

But "cold callers" will try every trick in the book - relying on emotions ranging from human kindness to fear - in a bid to secure a deal which could leave people thousands of pounds out of pocket.

'Congratulations! You've won a prize. If you could just sign here....'

'I noticed you've got a few loose tiles on your roof...'

'I'm doing a survey...'

Many elderly residents are persuaded to part with their life savings. Over the past year, half a dozen Worcester householders have been roped into forfeiting thousands of pounds by tradesmen who had a bit of "spare Tarmac".

Some people pay to get rid of the traders. Others call the police, which is a problem because they often have no way of tracing the callers.

This is why a move for a ban on door-to-door "cold calling" has been welcomed by those who find the concept not just irritating, but intimidating and frightening.

The appeal was made by the Trading Standards Institute (TSI) after a national survey prompted a staggering number of angry householders to speak out.

Just under 98 per cent of the 9,000 people who took part in the TSI questionnaire said they did not want people selling repair, maintenance or home improvement work calling at their home.

And the Institute was particularly concerned to find only one in six of the 25 per cent of householders who had had a bad experience in the past two years had reported it to the authorities.

Calling for harsher penalties, chief executive Ron Gainsford said they were particularly concerned about pensioners, who were especially vulnerable to "aggressive" and "unremorseful rogues" trying to dupe them out of their life savings.

"Up and down the country householders have been ripped off for large amounts of money by unscrupulous criminals passing themselves off as roofers, gardeners and property improvement businesses," he said.

"Often using false names and addresses they leave distressed, bewildered and frightened people with little or no chance of redress."

He said although education was useful, the consumer needed extra protection.

The Office of Fair Trading (OFT), the UK's trading watchdog is currently conducting a wide-ranging investigation into doorstep selling, on which it will issue a report later this year.

Among its options, it could make recommendations to government to tighten up existing laws.

Worcestershire county councillor Stephen Clee said it was a move in the right direction. "People across Worcestershire, as with the rest of the country are targeted by these traders, offering anything from driveway tarmacing to property repairs," he said.

"Anything that will assist in the reduction of instances where people are being 'ripped off' is welcomed."

Clive Graham, head of Worcestershire Trading Standards said it was something that needed stricter legal controls to protect the public.

"We can offer advice to those who suspect that they may have been targeted by one of these rogue traders and can progress it legally," he said.

"However that is assuming the traders are still in the area.

"In a lot of instances they give false names and addresses and disappear. If a ban were put in place regarding cold calling for property repairs, maintenance and improvements, then we can start to reduce these instances and ultimately make Worcestershire residents safer in their own homes."

If anyone would like a Worcestershire Trading Standards doorcard advising callers that residents do not buy at the door, contact a consumer advisor on 01905 765373.

A few tips to dealing with callers:

Most legitimate market researchers carry an identity card, consumers are entitled to ask to see it. Always ask for it.

Do not let the caller into your house until you have verified who they are.

Call the company concerned if unsure, but use the number from the telephone book as the number given by the caller may not be genuine.

Fit and use a door security chain every time the door is opened.

Call the Market Research Society on 0500 396999 if in doubt about a trader's identity.

They are trained to get people to buy and can be very persuasive. Once the seller is in your house, they will be expecting a sale and won't give up easily.

Do not agree to anyone carrying out work on your house until you get a trusted second opinion as to whether the work is necessary.

Keep all documentation in a safe place.