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by
Dennis Prince
A
second sale is dependent upon how well the first went. With
competition heating up at the online auction sites, sellers who
are in it for the long haul need to be sure that when they serve
a new customer, that customer will return for more. In most
scenarios, repeat customers are cheaper and easier to serve in
subsequent transactions, and that's why it's in your best
interest to delight your customers at every turn, persuading
them that you should be among their "sellers of
choice." Though it takes some extra effort to keep them
coming back for more, it's an effort that clearly will benefit
your business.
So what sorts of things
can you do to keep your customers coming back? Glad you asked.
Say
'Thank You' (Repeatedly)
First off, understand that good customer service is all about
attitude. If you truly value your customers and their
contribution to your bottom line, you can't help but be
thankful. So go ahead and thank the customers who come to shop
for your wares, even before they've purchased anything. If
you're forthcoming with your desire to answer their questions,
allay their concerns, and treat them with respect, they'll
likely see you're committed to your business as well as to their
satisfaction.
Tell them, "Thank
you for your interest in my merchandise," "Thank you
for your bid," "Thank you for your fast payment,"
and "Thank you for your business." This is the first
step in building good and hopefully long-lasting customer
relationships. Too many merchants and businesses take their
customers for granted these days, and your thankful attitude
quickly will identify you as a bright spot in a sometimes cold,
impersonal, and occasionally unfriendly marketplace.
Over-Deliver
on What You Promise (Every Time)
Keep in mind that any seller who merely meets customer
expectations easily can be matched and replaced by another
seller offering the same level of service. But when you exceed
your customers' expectations, you're more likely to be
remembered and sought out when customers come back looking for
more. How can you over-deliver? Try these simple methods:
Toss in a trinket with
an item. Simple baubles like "thank-you" cards, small
toys, candy, bows, or even a cleverly designed business card
will add a special touch and show you care about your customer
beyond their purchase. Also, think about including a little
extra that relates to the item purchased. For instance, here's a
good idea that was proposed by a seller in the AW Message
Center: If you sell a DVD, include a packet of microwave
popcorn.
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Upgrade the shipping or offer free
shipping. When those bidding wars ensue and you make out
much better than you expected on an item, consider
surprising the high bidder with upgraded or free delivery. That's
definitely an extra that's always remembered.
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Ensure your items always will be
considered "better than expected." Be careful in
grading and consider slightly undergrading your items so
your buyer will be sure to be pleasantly surprised at how
much better the item appears upon receipt.
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If ever there's a problem, don't
delay in resolving it. Though many sellers fear being abused
or exploited by unsavory buyers, it's not worth risking your
reputation by being hard-nosed. Take care of the customer
quickly, whether it is by way of replacement or refund, and
keep a smile on your face throughout the process.
Sweat
the Small Stuff (Always)
If you're looking to pull well ahead of the pack, you'll need to
do more than everyone else. Of course, there's not much to
listing items, providing basic communication, and shipping
merchandise--which is all pretty much the modus operandi
of the industry. But your customers' delight is in the details,
and when you take note and take action on the oft-overlooked
minutiae of method, you begin to surpass customers' basic
expectations, leaving them delighted while leaving much of your
competition in the dust.
For example:
Choices and Voices:
Give your customers more options (e.g., shipping, payment
methods) and they'll see you're customer focused. Hear them out
when they have comments or concerns about your methods and
they'll know you care.
Rapid Response:
Don't keep them waiting, especially when the auction clock is
ticking. If you're typically unavailable to respond, they'll
typically be unavailable do business with you again.
Don't Be Satisfied
Until They Are: Though you shouldn't relegate yourself to
doormat status, you should remain "at their service"
until you're sure your customers are satisfied. Only then can you
feel satisfied that you're doing exceptional business.
Emotional Rescue:
Sometimes your customers have a thing or three to say to
you--hear 'em out. Whether they're angry, confused, or whatever,
you need to interact closely to determine what you did (or
didn't do) that left them feeling out of sorts. Consider an
informal survey ("Please let me know whether you had any
concerns or letdowns in doing business with me") after the
transaction, then listen closely if and when they take you up on
the invitation.
Uncompromising
Ethics: Honesty, sincerity, and compassion will take you and
your business a long way. Ask yourself how you'd like to treated
in a similar transaction, and then go above and beyond that
benchmark when you serve your customers.
Be
Consistent (Well…Consistently)
The key to retaining your customers is to first sustain your own
performance (in their eyes). That is, conduct yourself and your
business in such a way as you're able to exceed expectations and
over-deliver on promises with every transaction. While
it's great to hear your customers praise you on an initial
transaction, it's disappointing to both of you if they consider
a follow-on transaction to be of lesser quality. It's up to you
to be sure you can fold in premium customer service methods
without it costing you consistency in execution.
And so when all is said
and done, your efforts here will work to gain you what every
serious merchant covets: customer loyalty. Understand that loyalty
is not the same as satisfaction. Though satisfied with
some purchases, most bidders and shoppers continue to seek out
the best deals, exercising their purchasing options. However,
through the building of a relationship with a seller who
exhibits exemplary attitude and business behavior, buyers often
forgo the hunt for a cheaper deal, realizing they're getting the
best deal from you, the stellar seller. That's loyalty
and that's the big payoff for your extra efforts.
Back to Auction tips &
tactics
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