Secrets of the eBay

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CHAPTER 10: Acquire and Keep Your Customers 205 ● At certain times, it sells very quickly. The warm weather months find golfers shopping and buying on eBay in droves. Smith often conducts relatively short three-day auctions because the turnover comes so fast. “If there was a twelve-hour auction format, I might use it in summer,” he jokes. The Dallas Golf eBay Store shows just how many different types of merchandise are available (see Figure 10-6). FIGURE 10-6 Dallas Golf’s products have many brands and models that give shoppers additional options. “It’s Like Tapping Them on the Shoulder and Saying, ‘Would You Like to Buy Something Else?’ ” When you create an eBay Store, you have to pay an additional monthly fee to eBay, and this is on top of the insertion fees and Final Value Fees
206 Secrets of the eBay Millionaires you already have to pay. But you get some additional advantages that other sellers don’t enjoy: ● You pay only pennies for small Gallery photos, instead of the 35-cent fee charged to auction sellers. ● You get a place to promote your business and develop an identity through a name and logo. ● You get your fixed-price store sales included in keyword searches on Google and other search engines. ● You get the chance to do cross-promoting. Cross-promoting is the practice of presenting shoppers with additional purchasing options even as they are browsing or preparing to make a purchase from you. In an eBay Store, this takes the form of the “See More Great Items From This Seller” box that is familiar to many eBay members (see Figure 10-7). “We have an eBay Anchored Store, so we can include the See More Great Items feature on an unlimited number of listings,” says Smith. “We do this sort of cross-promotion in our item listings and on our web site at checkout as well. It’s like tapping a customer on the shoulder and saying, ‘Would you like to buy something else?’ “Cross-promotions and other tools for encouraging repeat business are essential,” he adds. “At least 25 percent of our transactions include multiple item purchases; 25 percent of our business is repeat business. On eBay, you’re always into the new customer—that’s what eBay does, just the way the marketplace works. Everyone is new, basically. We get a lot of repeat business within the same transaction. Sometimes people will buy up to 20 different items. We get wholesale buyers who buy in large quantity from us, and they will sell in their retail store or at the local flea market.” Chris Smith urges readers to take steps to sell all the inventory they have and cross-promote whenever possible. They can even make suggestions to customers over the phone at checkout time, as described later in this chapter (see the section “Be a Salesperson: Tell People What They Really Need on the Phone”). “That’s where people miss the boat; they list their two items and don’t try to move all their inventory. With us, because we have multiple item purchases 25 percent of the time, we don’t have to ship another box to the same customer.”
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Secrets of the eBay ® Millionaires
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To the many eBay members who have h
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Contents vii CHAPTER 5 Identify Sou
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Contents ix “Having a Good Reputa
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Acknowledgments The very existence
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Introduction xiii Chapter 3, “Con
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Chapter 1 From Penniless to PowerSe
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CHAPTER 1: From Penniless to PowerS
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Chapter 2 Establishing Your Identit
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CHAPTER 2: Establishing Your Identi
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Chapter 3 Connect with Your Custome
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“If You’re Going to Sell for a
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CHAPTER 3: Connect with Your Custom
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● Each of the items sold on the s
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Chapter 4 Think and Act Like a Busi
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CHAPTER 4: Think and Act Like a Bus
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Chapter 5 Identify Sources of Merch
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put on eBay.” The difference betw
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CHAPTER 5: Identify Sources of Merc
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“People Call Me to Say, ‘Are Yo
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een taken professionally come from
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had to adapt quickly themselves. In
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Chapter 6 Reach the Widest Possible
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CHAPTER 6: Reach the Widest Possibl
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Search terms entered here CHAPTER 6
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Chapter 7 Diversify Your Business P
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his situation now: “I could eithe
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“It’s kind of like Filene’s B
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CHAPTER 7: Diversify Your Business
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Page 216 and 217: ● Gives them new reasons to visit
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information on, 232 motivation, 3,
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shoe business, 134-140 Shoetime, 13
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