First off, I think the product is good.
But if you want to be taken seriously, then your website needs an awful, awful lot of work.
Testimonials are commonly used on scam sites. They need to go, stat. Testimonials scream of "phony'', regardless of whether they actually are or not - because they're easy to fake. The pictures could be Photoshopped, etc. There's just no need for them if the product is good -
people will believe you if you provide enough evidence.
Which takes me to my second point. Good videos. You need professionally produced product videos that have been shot and mixed properly and then product comparisons. The first point of marketing is to generate a perceived 'need' and you're not actually doing that because nowhere can we see a comparison between these and traditional sticks/brushes/hot rods. Do that and you might generate more sales volume.
Thirdly, the look of the site needs to change. It's six years out of date. Hire a professional web designer with a decent portfolio to do it - looking at Maui design's Frontpage, they really aren't up to the job. Don't scimp out here, the website is your shop window to the World and it looks awful. 'Facebook' links on the frontpage dilute your brand and show your advertising as weak and ineffective. Make sure any web developer you hire doesn't use Flash unless it's necessary. Your product photos are shoddy, too.
Take something like the BBC News Website:
http://www.bbc.co.uk/news/
Block colours, easy links, simple layout. There's a lot on there, but it's organised and presented minimalistically. It's a good website.
Engadget:
http://www.engadget.com/
Again, simple colours. A bit more going on here, but not a long page full of (useless) writing. Everything is linkable, the actual front page is minimal, even though there's a lot there.
This does cost money to do properly, but it isn't hard to learn if you need to. I really think you should do some work on the website, because I actually want you to succeed! You have a good product let down by an awful website.