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by
Dennis Prince
Before
you've even had a chance to carve up your jack-o'-lantern, the
yuletide season already has arrived. Retailers look to the
holiday season as their big time to make big sales, and usually
roll out every hook and gimmick to get you into the spirit of
giving...and buying. Though you may not yet have pulled
out your plastic Saint Nicholas and eight "tinny"
reindeer, now is the time to try some seasonal sales strategies.
Here are some ideas on how to entice merry holiday bidders,
bring smiles to your customers' faces, and ring up some tidings
of great profit for yourself.
Do
You See What I See?
A real key to holiday auction success is offering the items
people want most but can't often find. Do your usual market
research, trolling the auction sites to find out if what you'll
offer is plentiful or plenty scarce. Remember that quality,
condition, and completeness become ever so critical to hooking
the holiday hunters. If you see other items like yours, but
yours is clearly superior in condition and completeness, it
probably will be the one that gift givers will want to give.
The
Price That Entices
If the Hallmark keepsake you're offering is sold out in stores
but seemingly plentiful in the auction venues, you'll be in
competition with the other sellers to catch the bidders'
attention. In these situations, you'll do well to lower your
opening bid price and forego the reserve price option. If you've
done your research well, you'll know what your item is worth and
that bidders can be trusted to bring you a fair price. Bidders
will be looking for a potential bargain, though most hot items
with low opening bids often soar past those that have high
opening bids or seemingly unreachable reserve prices. Try to
resist listing a high opening bid or reserve price that could
telegraph to bidders that the eventual price of your item might
exceed their holiday budget.
Timings
of Great Joy
Never is timing of such importance to auction sellers than
during the holiday season--that's because timing is of critical
importance to bidders this time of year. Bidders are looking for
and bidding on items that can be won, paid for, and delivered in
plenty of time before the big holiday arrives. Sellers can do
well to foresee the shoppers' mire and take steps to make their
potential win a smooth and easy task.
Every year folks shop and bid earlier
and earlier in an effort to get the "work" of the
holiday season out of the way. Shoppers already have mobilized
in hopes of beating the crowds and finding the items they want
most. If you have the goods that folks are clamoring for, get
them listed now. Shoppers want to finish their buying quickly,
and, if you wait too long, many of your potential bidders might
already have completed their shopping tour of duty, leaving you
with a potential decrease in bids.
Next, consider the day and time your
auction will close. The holidays are a hectic time for most
treasure hunters, and many will appreciate auctions that end at
a reasonable hour (around 6 p.m. or 7 p.m. PT). Weekends are
still the best days to end auctions, but remember that Sundays
will find more and more potential bidders attending additional
church and seasonal functions.
Lastly, don't forget to consider the
duration of your auction. Though seven-day auctions often are
most popular year-round, three- and five-day auctions become
increasingly enticing to bidders during the holiday season. A
shorter auction spells a quicker transaction and another
checkmark of success on a winning bidder's shopping list. This
is especially applicable in the last couple of weeks before the
holiday arrives.
Oh
Come, All Ye Bidders
If you give your item a clear and descriptive title, you'll
likely find more bidders visiting your auction's doorstep.
Bidder-shoppers often are looking for specific items--give them
specific item titles that describe the item by name, color,
style, or whatever. Try to use as many keywords that will show
up in as many search "hits" as possible. Leave out
useless tags like "hard to find," "L@@K,"
"great gift," or other such meaningless additions. If
you have what bidders want, they'll already know how hard to
find it is or what sort of gift it might make. Give them more
definitive information up front and you'll find that more of
them will give your auction a closer look. And, if you already
have a great description and still have room in your item's
title, squeeze in whether yours is a three- or five-day auction
(if that's the route you choose). This is an immediate
enticement to bidders who are running out of shopping days.
Too
Much (Eye) Candy Will Spoil Their Appetite
Many sellers like to roll out a barrage of excess yuletide
glitter and glee in their listings--to the point that it becomes
enough to gag an elf. Overdo it and your bidders will grab the
next Polar Express out of there. Fight the temptation to roll
out the biggest, brightest, blinking-est holiday listing--it's
typically very slow to load and will succeed only in detracting
from the great item you're auctioning. If you like, throw in a
simple holiday image or a nice holiday font, but leave the
animated GIFs and blaring Muzak out, giving more attention to
the picture and description of your item instead. (P.S. Big
hint here: Be sure your listing includes a good picture and
detailed description of your item.)
Yellow
Snow
Though there's a joyous sound in the air, a flat note might be
heard if a winning bidder takes the next sleigh ride out without
paying up. Though most auction-goers know the routine and
frustration of dealing
with deadbeat bidders, the holiday season doesn't offer as
much time to sort such matters out. If you feel it's necessary,
clearly state in your listing description when you expect to
receive payment from the winning bidder. Most honest bidders
will understand the need to close transactions quickly during
the holiday season. If a bidder does stiff you, just move on to
the next highest bidder or relist the item, knowing there's a
lump of coal coming in that bad bidder's stocking (or feedback
profile).
North
Pole or Bust
State your shipping terms clearly in your auction's description
so bidders know whether they can expect to receive their
winnings in time for the holiday. During this time of year, make
special shipping methods available to your bidders (Fed Ex
Overnight, UPS Second Day, or USPS Express Mail). If bidders are
willing to pay the extra charge, accommodate them with the
special delivery services your usual carrier provides. Sometimes
offering fast shipping options could determine whether a bidder
will bid on your item or shop elsewhere. And, more than any
other time of year, be sure you and your buyer agree to the
shipping method and delivery expectation before the
package leaves your hands.
Damage
Claims and Postholiday Returns
With all those packages being shipped, it's a given that damage
will strike something, somewhere. Encourage the buyer to pay for
insurance and clearly state that you will not be responsible if
the buyer waives the extra protection.
Then, whether you open a virtual
returns desk or not, be sure to clearly state your return policy
in your item description. During this time of year, many bidders
are prone to impulse bidding and buying--some may change their
minds after the item is in hand. To protect yourself from those
who may bid today and refund tomorrow, make it clear up front
what your policy will be if the buyer changes his or her mind.
Postholiday
Sales
And lastly, consider this: Hasn't there been a holiday when you
didn't get everything you were wishing for? The same goes
for many auction-goers out there today, and there will be hordes
of them looking to fill that empty spot on their wish list.
After the holidays pass, sellers can typically find a resurgence
of bidders still looking for the stuff they really wanted
this year, as well as some postholiday bargains. Unless you need
a holiday break yourself, keep those listings coming and, if
you're looking to unload a bunch of stuff you want to get rid of
before the new year, list items with low opening bids and no
reserves. Let the bidders do the rest
Back to Auction tips &
tactics
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