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Lisa Vanasco does the basics, the kinds of best practices that all PowerSellers observe, such as creating clear descriptions, building trust, responding quickly to e-mails, and shipping quickly. But she does something else that most sellers don t attempt: she uses her ability as an actress and her engaging personality to win customers. There aren t many women who work in the medical supply field, after all, and she uses the novelty factor to her advantage. She expresses as much in her own New York Bronx accent and in her outspoken, honest way: I work the chick factor. I play the dumb chick. It helps that you don t find a lot of women in this field. The photo Lisa is referring to appears on the About My Store page of the Ready Medical site and is shown in Figure 3-5. Most sellers keep a low profile. They let their merchandise do the work, and they only identify themselves by name when they communicate with buyers. If you look at Lisa s About My Store page, she doesn t identify herself by name, either. She does describe her own qualifications and those of Ready Medical:
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They have a brick-and-mortar business facility a warehouse that people can visit if they are in the local area. They do their own refurbishing of used medical equipment to make sure it s in good condition. They are a family-run business.
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FIGURE 3-5 This seller uses her acting ability and her personality to connect with customers.
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Lisa is a certified eBay Trading Assistant. Lisa is a member of the well-known PowerChicks group, a discussion group on eBay Groups that consists of female PowerSellers.
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These best practices are things that every PowerSeller should do. But Lisa does one thing more: she uses her personality and her previous experience as an actress to her advantage; they attract interest by publicizing themselves, and they forge connections with loyal customers by making a personal bond. See 4 for more about finding space where you can run your business and help it grow.
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CHAPTER 3: Connect with Your Customers
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How Do You Say That Big Word, Doctor Getting to Know Your Merchandise
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Both of the sellers profiled in this chapter had to learn a type of merchandise that was new to them, and a whole new vocabulary, when they were starting out. For Drew Friedman, the world of premium fountain pens was something he was just discovering when he first purchased a Montblanc for resale on eBay. For Lisa Vanasco, business-to-business medical equipment and terms like endoscopy tower and autoclaves had to become part of her vocabulary in order to create accurate sales descriptions. She says she has uttered things like How do you say that big word, doctor to prospective customers, but if she does, you can bet she knows how to say that word and exactly what the word means. Whether you are selling consumer goods or complex electronic equipment, it pays to explore one area well so you know what brands and models are in demand on eBay and which variations within those brands fetch especially good prices. Don t expect to become an instant expert in your chosen field. And you don t have to love what you sell, either. (It helps if you are at least interested in what you sell, though, so you can create positive and enthusiastic sales descriptions.) You just need to know what s considered rare or desirable. Where do you get this information Here are some suggestions:
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eBay s completed auctions Click Advanced Search, the link that appears just beneath the eBay navigation bar. Check the box next to Completed Items Only, and enter your search terms or simply enter a generic search term like shoes or pens. You ll get real-world information about what sells in your chosen area, and how much people are willing to pay for certain models. Andale s Price Finder Andale, the auction service provider, provides a sales tool called Price Finder for $3.95 per month. But you can conduct a sample search on the Price Finder page (http://cms.andale.com/research/price-finder.html). As you can see from the following image, this tool provides you with far more extensive completed auction results than eBay does, including charts containing three weeks worth of sales data. Froogle Froogle (http://froogle.google.com) is Google s search tool for current consumer merchandise being sold in online stores. If you are selling new or nearly new electronics, sporting goods, or other items, go here for an accurate survey of the current prices. eBay s discussion groups Search discussion groups on eBay for any that pertain to your area of interest; if you need advice about pricing, you can ask one of your fellow sellers. (continued)
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