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There's
one thing that all businesses need, no matter how different they
may be: customers! Even better, though, the most successful
businesses have a steady clientele, a group of regulars who come
back again and again because of the consistently high-quality
products and service. What could be better for a seller on an
online auction site, hoping to shift his or her business into
high gear? With that in mind, here are some pointers on how to
attract a loyal customer base--your own regulars who search out
the auctions in your specialty.
Be
an Expert
A sure-fire way to attract longtime customers is to let them
know that you have an expertise in a specific category. This
starts with writing informative and professional auction
descriptions, which have the right details and grading
terminology appropriate to that collectible. Also, read trade
magazines to keep up to date on your collectible. Drop little
interesting nuggets and bits of information into your
descriptions. Give them some drama so people are aware that they
are working with a pro who truly has a passion for the category.
People want to buy from sellers who are knowledgeable but also
have a love and appreciation for their category.
Go
the Extra Mile
Sure, it's a cliché, but it works. If buyers email you
questions about a collectible, email them back on the double.
Also consider including some information or history about that
collectible category you are selling in, something that buyers
might not know about and that would pique their interest. If
someone gives you some information that helps clarify your
description, then add it and let them know. They'll be impressed
and look for your auctions again. You might even want to include
a little thank-you gift or trinket with your item. You'll be
amazed at the response your little gesture will make.
Sane
Sales Policy
Have a sales policy that is appropriate to that collectible. For
instance, if you are a music CD dealer, ship at the standard
rate, not at $4 Priority Mail. If you are shipping inexpensive
baseball cards, don't ask for handling and insurance. On the
other hand, if you're selling valuable pottery, make your
shipping charges and requirements explicit so people know what
they are paying for; leave no room for confusion. Buyers will
respect you for it and will be repeat bidders. You also might
think about offering refunds and guarantees. Although this can
complicate your transactions, it definitely endears you to
honest bidders.
Keep
an Eye Out
Don't be a stalker, but look for and note bidders who have an
appreciation for the categories you specialize in. Keep names
and emails from transactions on file, and email potential
bidders when you think they'd be interested in an auction you
are about to list. Use discretion and do not send out form
emails announcing your auctions en masse. Only send an email
when you know that a person has a special interest in the item
you are preparing to list. Buyers will appreciate the fact that
you singled them out. Spam them, and they'll never visit your
auctions again.
Know
Your Audience
Continue correspondence with people who you have had successful,
rewarding transactions with, and try to learn their specific
interests within a given category. Make note of this
information, and keep it on file so that you can have it at your
fingertips when you are shopping online or at physical auctions.
If you know what your customers like, then you can use this
information when making your purchases. Buyers will not only be
glad you are selling items tailored to their interests, but they
also just might recognize that you are going that extra mile to
find items they want.
Timing
Be smart and sell rare items when they are hot. If other sellers
are clogging the market, sit back and pick your spots. (Of
course, you'll need other inventory to do this. Learn how to build
an inventory.) Also, whenever possible, don't put a reserve
price on your items. If an item is special, it will sell above
market value. Don't dissuade bidders with a reserve. Both
techniques will give you a positive reputation as a seller who
respects the auction process and enjoys the thrill of
competitive bidding. Furthermore, you'll gain a following from
true collectors looking for rarities.
Feedback
Maniac
Continually reward your new and longtime customers with positive
feedback if a sale is completed successfully. You'd be surprised
how often people neglect patting each other on the back. Gain a
reputation for doing this, and you'll build a loyal customer
base. Remember, positive feedback is gold!
Back to Auction tips &
tactics
by Vendio Services
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