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by
Dennis Prince
It's something that all online
auction sellers must face: On the one hand, they want to
actively attract the interest and bids of online auction
newcomers, while on the other, they know that there's the more
than likely possibility they'll have to work harder with these
uninitiated patrons of the cybermarket.
Of course, not all of
these auction "newbies" are problematic, but many
sellers agree that working a sale with a first-timer can require
some extra effort, extra explanation, and occasionally extra
patience. However, if you are prepared to assist a neophyte
through the sometimes perplexing world of online auctions,
you'll find yourself in prime position to adopt a long-term
customer for your efforts.
After all, new users
are the lifeblood that keeps the auction venues alive and ever
expanding. Here are some things you can do to make a newbie's
entrance into online auctions a smashing success for both you
and your newly found beginning bidder.
Get
to Know Your Newbie
One look at a bidder's feedback rating and you'll quickly
determine whether he or she is new in town. Barring that the low
rating is the result of a bunch of negs, identify who your
newbie bidders are and mentally prepare yourself to help them
through a process that might be quite foreign and even
intimidating to them.
Initiate prompt contact
once an auction has closed (as you would with any other bidder),
but be prepared to answer additional questions regarding your
auction terms, methods, and policies. Remember that some of
these new bidders are new not only to bidding but also green to
conducting long-distance business with complete strangers (yes,
you). Your punctual responses and polite answers to their
questions will assure them you are there to assist with their
purchase. Who knows--you might even ease their fears and
tensions, which are often fed by incriminating reports of
rampant online auction crooks, creeps, and scam artists.
Then again, it's
possible your newbie bidder is simply new to the venue though
quite seasoned in this sort of horse-trading. If you're dealing
with a veteran of person-to-person exchanges, you'll likely
expend little extra effort in making the deal come off smoothly.
Still, be prepared to offer a helping hand, especially when this
brand of newbie clearly might be ill at ease with the whole
computer and Internet aspect of this sort of transaction.
And, of course, watch
out for the occasional dark cloud--you know, the bidder who's
looking to scam and scamper or bid and bolt. The undesirable
elements are out there, and if your newbie turns out to be this
sort of ninny, be sure your terms of
service (TOS) cover your expectations of timely payment and
so on. If the newbie ne'er-do-well is trying to be clever, cut
that one loose and move on.
Most of all, when
sizing up and making first contact with newbie bidders, remember
that you're going to make an early impression upon them about
how this online auction stuff works.
A
Newbie's Bidding: Under Control or Out of Hand?
Of most interest to sellers should be the bidding habits of a
new bidder. Though new bidders don't have a long-term history of
bidding that can be reviewed, sellers quickly can ascertain
whether the new bidder is adopting one of two common shopping
styles:
The Super Cautious:
Some new bidders won't bid much at all (either in dollar amount
or in the number of items concurrently bid upon) until they can
gain a certain level of comfort and familiarity with the online
auction process. If they have good first encounters and believe
online auctions can be a venue of success for them, they'll
typically loosen up and get a bit more active in future
pursuits.
The Super Shopper:
Other new bidders, however, find online auctions to be a
veritable playground of great stuff to be had and will bid in a
feverish and flurried manner to win all the terrific finds they
stumble across. And though their enthusiasm is appreciated, a
quick check of their immediate bid history might reveal they're
committing to an overall hefty tally if they should prevail in
all their bids. So what? Well, you'll want to act fast to ensure
your sold item can be quickly and fully paid for, lest your new
bidder accidentally has overbid his or her present bankroll.
Of course, these are
pretty much the two extremes of newbie bidders and you can
expect a good many to fall somewhere in between. And though some
might argue it's not a seller's business to know about how,
when, and how much a new bidder bids, those who've been selling
on a regular basis understand that it's worth noting how newbies
are bidding and how to deal with them to ensure the deal comes
to a successful close.
A
Seller's Golden Opportunity
Although some sellers insist they're not in the business of
"baby-sitting" newbies, a wise seller will recognize
the special opportunity to aid and build rapport with new
bidders. There's certainly little time for intense hand holding
of newcomers (a seller must attend to other customers,
after all), but consider these methods of engagement and
approach, which will help ensure a win-win situation with a new
bidder:
Set the Tempo:
Many new buyers aren't exactly savvy to the protocol of
auctioning. They might be overanxious; they might be
undercommitted. It's your job to quickly and completely answer
their questions during the auction (with good email
communication and an even better TOS), then promptly get the
exchange in motion after auction's end. Demonstrate your
tried-and-true professional auction-managing process, and
newbies will know they're working with a real pro--someone who's
usually inclined to work with them to complete a smooth
transaction.
Be Their Guide:
Of course, it's not a seller's responsibility to show a
newbie the ropes, but it's still good business to help new
bidders (your new customers) better understand how online
auctioning works. Remember, if you're there to assist them,
chances are they'll remember you, your products, and your good
business style. That's usually the recipe for earning
repeat business.
Build a Better
Community: OK, you might say helping out one newbie is just
like a drop in the online ocean, but how else can sellers help
ensure the auction venues stay active and positive unless each
is willing to shoulder the load of keeping the community upbeat?
Many are eager to police the auction spaces; why not put as
much--or more--energy into providing a good example of how to
conduct better business?
Customer
Care
At the end of the day, a seller's bottom line is determined by
the amount of care extended to customers. Though it's certainly
not just newbies who frequently require additional attention,
the opportunity to lend a hand to a wide-eyed newcomer is the
same opportunity in which a lasting customer base is formed.
Take the time to understand and assist auction newbies and
they'll likely find that your auctions are a safe and worthwhile
bet.
Then, of course,
they'll tell their friends, and they'll tell their friends…
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tactics
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