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An
informed buyer is a happy buyer. As an online auction seller,
you should do your best to keep your buyers in the know
throughout the entire transaction process--from sending out
timely end-of-auction (EOA) email notices to letting a buyer
know when an item finally has been shipped. Here we offer advice
and suggestions on how to keep your customers informed--and
satisfied.
Service
With a Smile
Some sellers say they get too bogged down by sending multiple
email updates to their customers, and some even make it a policy
to provide minimal or no email contact (feedback is enough, they
argue). However, sellers who forgo this kind of helpful customer
service risk causing unnecessary concern for buyers, especially
newbies, who might panic if they don't hear from sellers once
their payment has been sent.
Sending a brief status
update via email can be very reassuring. Take the extra time and
let your buyers know how the transaction is progressing.
Remember: A lack of communication and "virtual"
silence can scare bidders.
When
to Send
The first step in keeping your buyers informed is to send an EOA
notice after the auction ends. Once the auction finishes, make
the contact as soon as possible--this also will reassure nervous
buyers. (For more on this subject, including what information to
include in your EOAs, read our sending
end-of-auction emails tip.
Besides the mandatory
EOA, you also should consider sending status emails in the
following instances:
When payment has been
received.
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When payment has been cleared.
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When the item ships.
Too
Much?
Is that too much to expect from a seller who might list
hundreds of auctions at any given time? Perhaps. High-volume
sellers in particular might not have the time to offer this
kind of detailed follow-up and follow-through. On the other
hand, some of the above-mentioned suggestions for when to
contact a buyer might happen within a short time span and
don't require multiple emails but only one. For example:
"Received your payment on Tuesday, check cleared on
Friday, and I sent your package this morning."
But whether it's
one email or multiple messages, the bottom line is to make
sure your customer is kept in the communication loop and
isn't left in the dark wondering when an item has been
shipped or whether a check has cleared.
Smooth
Operator
Here are two other considerations that help buyers stay
informed: Be sure to update your item descriptions with any
additional information or photos, and respond quickly and
thoroughly to all user queries and emails.
In short, keeping
the buyer abreast of an auction's progression will make you
a standout seller. How far you want to take it depends on
your own personal sales philosophy as well as the time you
are able to devote to supplemental email contact. But let's
face it: The more the buyer feels comfortable with you as a
seller, the smoother the transaction will be, and the
greater the likelihood that this same buyer will bid on one
of your auctions again.
Back to Auction tips &
tactics
by Vendio Services
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