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Once
an auction closes with a winning bid, don't breathe that sigh of
relief for too long. The next step is the end-of-auction (EOA)
email. Sending out timely and comprehensive end-of-auction
emails is an important part of the post-auction process. But
many sellers, especially newbies, might be wondering what's
appropriate and what should be included in this important
correspondence--which, after all, can really set the tone for
the entire transaction and the seller-buyer relationship. Here,
we offer advice on sending your EOA emails.
The
Basics
When an auction ends, the auction site will send out an email
announcing an auction's completion. If it has been a successful
auction (i.e., a winning bid has been placed), both the seller
and the buyer will be contacted. The next step is the
end-of-auction email.
In short, an end-of-auction email is a
message sent from the seller to the buyer imparting information
so that the post-auction process can proceed. Auction sites
generally recommend that contact between the seller and buyer
should occur within three business days of the auction's close.
But don't wait that long; send out your EOA notice as soon as
possible. This way, you alert your buyer that you're a seller
who's on top of things and who cares about customer service.
Obviously, if you're a high-volume seller it becomes
increasingly difficult and challenging to be timely with your
post-auction emails. Still, try to get them out as soon as you
can. And remember, good customer service isn't the only
incentive: The sooner you get out your EOA notices, the sooner
you'll get paid.
What
to Include
First, start with an appropriate salutation or greeting, such as
thanking and congratulating your winning bidder (i.e.,
"Thanks for your bid and congratulations on winning my
edeal auction for a Citizen Kane laserdisc"). Then it's
time to get down to business. More specifically, here are some
other bits of information that you should consider including:
Transaction Number and More:
Saying "Thanks for winning my auction" isn't enough,
nor is "Thanks for winning my CD auction." Buyers
might have recently placed multiple winning bids, perhaps even
on different auction sites. Don't make them guess which auction
is yours. Be sure to include the venue, specific item name, and
the transaction number: "Thanks for winning my Auctions.com
auction for Neil Young's 'After the Gold Rush' CD (Item #
145917376)." Also, request that the buyer include the item
number with his or her payment or ask that the buyer print out
the EOA and include it with his or her payment. Either way, the
point is to help ensure that you'll be able to immediately match
a buyer's payment with the appropriate item.
Cost: You'll want to inform
your buyer exactly how much he or she owes. Declare not only the
total amount due, but also provide a breakdown of the various
charges: "Your total amount due is $13.50 ($10 for the item
+ $2.50 shipping + $1 insurance").
Shipping: If you offer
different shipping options for your customers (book rate,
Priority Mail, First Class, and so on), specify what those
options are and what the additional cost will be. In cases where
the shipping amount is dependent upon where the buyer lives, ask
for the buyer's address. Once you have received that
information, go ahead and calculate the shipping costs, and send
a follow-up email with the total amount due.
Payment: Although your accepted
forms of payment were included in the auction itself, it's also
a good idea to reiterate them in your EOA email. This way, if
the buyer is still deciding which method he or she will use, he
or she doesn't have to go back to the auction site and access
the closed auction. Also, if applicable, include to whom the
check or money order should be made payable, especially if it's
not your personal name (for example, the name of your company).
One final payment consideration: As
online payment services (PayPal, Billpoint, and so on) are
becoming more commonplace, sellers now include links to those
services in their EOA emails, if a buyer opts for that payment
option.
Policies: Include relevant
information on your selling policies, such as how you handle
returns or guarantees. Some sellers even will include their
entire terms of service. (For more information, see our Stating
Terms of Service tip.) In addition, some sellers like to
include a sentence that says "I will hold your item for 10
days." The idea: To give buyers a deadline for their
payment, and to get them to respond more quickly.
Your Address: Lastly, don't
forget to include the address where payment should be sent.
Templates
Some information, of course, will be specific to a particular
auction, such as the item, the transaction number, and so on.
But the majority of the information (your salutation, policies,
payment methods, your address) can be copied and pasted from an
EOA template. Create a file using Microsoft Word that will serve
as the basis for your EOA emails. More comprehensive email
programs, such as Microsoft Outlook, also can help you
templatize your emails.
Let
the Dialogue Begin
Many sellers ask that buyers respond to their EOA emails and
include their mailing addresses. That way, sellers can start to
get the package ready and perhaps print out a mailing label.
Additionally, it's a good way to assess a buyer's responsiveness
and get the lines of communication open and flowing.
Make
It Automatic
Auction software now provides you with the functionality to
automate your end-of-auction emails. Plus, auction sites are
offering services designed to make the post-auction process more
streamlined. For example, Gold's Auction allows you to submit a
customized message (while listing an auction) to winning
bidders, to be included in the end-of-auction email sent by
Gold's after the close of an auction. Yahoo Auctions also has
implemented a customized email service.
Err
on the Side of Caution
Keep all your auction-related correspondence, especially EOA
emails. These messages can be used as evidence should a
transaction turn sour. If you file a grievance with an auction
site, you'll likely be asked for copies of such records, which
will document your attempts to contact the lapsed buyer.
Finally, if you don't get a response
to your initial EOA message, then send a follow-up query. Don't
expect an answer to your first message the next day, but if you
don't hear anything by the end of the week, it's a good idea to
send a good-natured, non-accusatory message ("Just checking
in since I hadn't heard from you…"). Again, it's
important to save these follow-ups as well. Dealing with a
deadbeat bidder is never fun. But you definitely want to do it
the right way. (For more information, see our Dealing
With Deadbeat Bidders tip.)
Back to Auction tips &
tactics
by Vendio Services
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