Secrets of the eBay

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Contents vii CHAPTER 5 Identify Sources of Merchandise ................................................................... 95 Turning a Wholesale Business Public: Robert Zanger ......................................... 96 “You Get an Item You Have a Lot of, and You Keep Relisting It” ................................................................... 97 “People Call Me to Say, ‘Are You for Real?’” ......................................... 101 “It’s Easier to Sell a Suit on eBay Than Through My Store” ............................................................................................. 101 Hiring a Designer: “A One-Time Expense Yields Rewards for Years to Come” ................................................................ 103 Seek Out New Products and New Suppliers: MemoryQueens.com ........................................................................................ 106 “We’re Always Looking; It’s All About the Research” ............................ 106 “There’s a Level of Trust with Family That You Don’t Have with Other People” ........................................................... 107 “I Have Been Searching High and Low for Trade Shows” ...................... 108 “You Have Cash Outlays Just Like Any Other Business” ....................... 110 Lessons Learned in This Chapter ............................................................. 112 CHAPTER 6 Reach the Widest Possible Audience ........................................................... 113 Franchising eBay for Maximum Market Share: Auction Safari .......................... 114 “There’s So Much Learning and Collaboration”: Teaming with Experienced Sellers ....................................................... 116 “The Name of the Game Is: How Do You Drive Shoppers to Your Store?” ..................................................................... 118 The Keyword’s the Thing ......................................................................... 119 “Partner with Shopping Engines to Pull People into Your eBay Store” .......................................................................... 121 “We’re Going to Be Working More with Retailers” ................................ 122 Reaching Out to Customers Around the World: Tony Cicalese ........................... 123 “Buying CDs from My Van with My Kitty Was a Great Opportunity” .................................................................... 124 “I Thought Using My Business to Raise Money Was a Good Idea” ................................................................................. 125 “Is Tony a Mental Case?”: Using Humor and Personality Sells ............................................................................ 126 “I Want to Be Seen as Approachable, Friendly, and Fun” ....................... 127 Reaching Overseas Buyers ....................................................................... 130 Lessons Learned in This Chapter ............................................................. 131 CHAPTER 7 Diversify Your Business Presence ................................................................. 133 From Wholesaler to eBay Mogul: David Hardin ................................................. 134 “All of a Sudden a Light Went On”: Shoetime ........................................ 135 From Shoes to Fashion: Fashion Outlet Mall .......................................... 135 “I Went from Shoe Salesman to Software Developer” ............................ 138 “If You’ve Got a Computer and a High-Speed Internet Connection, You Can Do This Out of Your Home”: eSAVz ..................................... 138
viii Secrets of the eBay Millionaires Open a Brick-and-Mortar Store: Ellen Navarro and Amy Mayer ........................ 140 “We Decided That This Is a Destination Business” ................................. 141 “People Get Caught Up in the Romance of Selling on eBay, and They Don’t Do the Business Projections” ..................................... 142 “I Am Selling More and More Machines Lately” .................................... 145 “If One of Us Didn’t Get Yelled At, It Wouldn’t Be a Normal Day” ................................................................................ 148 “We Compare Our Business to a Dry Cleaner—People Choose the Place with the Best Service” ............................................. 149 Lessons Learned in This Chapter ............................................................. 155 CHAPTER 8 Provide Instant and Personalized Service .................................................... 157 Where Customer Service Is the Most Important Product: Abovethemall ................................................................................................... 158 “Take the Good from the Good Sellers and Make It Your Own” ........................................................................................ 160 “I Want People to Know That They’re Dealing with an Individual” ............................................................................... 161 “It’s Hard to Sell Items If People Can’t See a Good Picture of Them” .................................................................................. 166 Make Your Descriptions Do the Selling ................................................... 170 “I Want Buyers to Know My Name and Phone Number” ....................... 171 “Don’t Forget Where You Came From” ................................................... 172 “Keep the Stress Away from Your Family” .............................................. 172 He’s Got the Key to Finding Buyers in eBay Motors .......................................... 173 “eBay Took Us in a Direction We Didn’t Plan to Go” ............................. 173 Key to Fast Shipping: “Location, Location, Location” ............................ 175 Finding the Right Selling Tool: “It’s the Holy Grail” .............................. 177 “It’s Harder to Start a New Business Now” ............................................. 177 Lessons Learned in This Chapter ............................................................. 178 CHAPTER 9 Build a Good Reputation .................................................................................. 179 Reach Number One in Your Field: David Yaskulka ............................................. 180 “Reputation Is Everything” ...................................................................... 181 “Reinforce Your Brand Every Chance You Get” ...................................... 182 “We Are Good at Making Sure Our Customers Are Protected” ...................................................................................... 182 “Build Your Reputation as a Socially Responsible Business” ................. 184 “Go on Discussion Boards and Really Help People” .............................. 187 “We Try to Have a Core Value for Our Company” .................................. 187 Building Good Feedback: David T. Alexander .................................................... 188 “I Had a Lot of Customers Already from My Existing Business” ................................................................ 189 “People Buy from You Right Away If You Have High Feedback” ................................................................................... 190 “I Can Walk a Hundred Yards to My Office” ........................................... 191 “When Something Doesn’t Sell on eBay the Work is Lost” .................... 192 “If One Person Leaves Me Negative Feedback, It Isn’t Going to Change My Percentage” ............................................ 193
Page 2 and 3: Secrets of the eBay ® Millionaires
Page 4 and 5: To the many eBay members who have h
Page 6 and 7: For more information about this tit
Page 10 and 11: Contents ix “Having a Good Reputa
Page 12 and 13: Acknowledgments The very existence
Page 14 and 15: Introduction xiii Chapter 3, “Con
Page 16 and 17: Chapter 1 From Penniless to PowerSe
Page 18 and 19: CHAPTER 1: From Penniless to PowerS
Page 42 and 43: 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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Ready Medical frequently mentions i
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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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Lessons Learned in This Chapter ●
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Chapter 8 Provide Instant and Perso
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Business name Abovethemall Seller n
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Comment Learning Point “Super fas
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CHAPTER 8: Provide Instant and Pers
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Chapter 9 Build a Good Reputation C
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Business name Blueberry Boutique Se
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place for buyers,” he comments.
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CHAPTER 9: Build a Good Reputation
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“Go on Discussion Boards and Real
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“I Had a Lot of Customers Already
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“I Can Walk a Hundred Yards to My
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“If One Person Leaves Me Negative
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Chapter 10 Acquire and Keep Your Cu
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CHAPTER 10: Acquire and Keep Your C
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● Gives them new reasons to visit
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Chapter 11 Automate to Ramp Up Sale
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markets within 15 miles of Charlott
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“We Are Plugged in Directly to eB
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CHAPTER 11: Automate to Ramp Up Sal
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Business name Jake’s Dog House Se
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company’s Marketplace Manager pac
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● Extensive customer service info
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“There really aren’t that many
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● Don’t purchase merchandise fr
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Appendix A Web Resources for PowerS
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Appendix A: Web Resources for Power
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There are no images, very little sp
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Appendix B Becoming an eBay Million
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Appendix B: Becoming an eBay Millio
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A About Me pages, 36, 37, 38, 79, 2
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customers abusive, 148-153 acquirin
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iSold It, 142 ISPs (Internet Servic
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information on, 232 motivation, 3,
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shoe business, 134-140 Shoetime, 13
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Secrets of the eBay

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