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Secrets of the eBay Millionaires
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After you search online, go to the local bookstore and browse through any price guides that are applicable in your area of interest. And visit some retail stores so you can see the merchandise for yourself and determine not only what the merchants think is desirable and expensive but what you think is worth selling, too.
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In One Place We Have an Upholsterer, a Painter, and We Store Our Own Equipment
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For Lisa and Ready Medical, it s important to have a physical location to store the medical equipment they obtain, refurbish it, and have a place to do the packing and shipping as well. One reason should be obvious: As you can see in Figure 3-6, many of their items are bulky and heavy, and it takes a lot of room to store the merchandise and prepare it for sale. Another is legitimacy: many wholesale suppliers or other businesses (not necessarily in the medical equipment business) won t ship directly to you unless you have a physical address and a business license. They want to know that you re legitimate.
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CHAPTER 3: Connect with Your Customers
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FIGURE 3-6 A physical facility gives this company room to work and grow as well as legitimacy.
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Ready Medical frequently mentions its large warehouse facility, where six employees work. (Their painter, Carlos, left, and their upholsterer, Beto, are shown in the upcoming photos.) On its web site (http://www .readymedical.net), the company emphasizes its commitment to selling affordable equipment that is in excellent condition:
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We sell used, high quality refurbished medical equipment, as well as some new products. The savings in used equipment pricing, versus new pricing is approximately thirty to seventy percent, depending on the piece purchased. READY MEDICAL maintains a facility in Paramount, California, of over 40,000 square feet that houses one of the largest reconditioned medical equipment marts in the United States. We offer a unique variety of equipment and services, including a complete upholstery and paint shop on site for equipment restoration.
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Secrets of the eBay Millionaires
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All equipment is reconditioned to manufacturer s original specifications, through disassembly, inspection, repair, cleaning, replacement of necessary parts and reassembly. Emphasis is also placed on cosmetics, to ensure a "LIKE NEW" finished product.
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There s one more benefit to having a physical store that customers can visit. When you have a physical business, you have a phone number, and prospective customers can contact you there as well as by e-mail. You don t need to have a physical facility in order to have a phone number, of course. But Lisa Vanasco says those in the medical profession like to call and talk to someone personally, and having a business address as well as a business phone number makes that easier. eBay is like advertising, she says. The medical community wants our phone number. We get calls all day long from eBay.
It s Like Gambling; It s All About the Action
Selling on eBay is a lot of work, and you have to have a clear motivation to keep working at it. For Lisa, one of the motivations is that it s not at all boring. I m a New Yorker, right she says. It s all about the action. I like eBay; it s like gambling.
CHAPTER 3: Connect with Your Customers
Another motivation: she s led a very adventurous, action-packed life, and the opportunity to join the family business and make some money selling medical equipment online came at just the right time for her. I grew up in Jamaica, Queens, surrounded by New York Italians, she says. I went to college in Cincinnati, and I got an accounting degree. I went to Maui and spent many years in Hawaii, just drifting around. You might say I got my freak out, and I worked it out safely. My dad was here in California, so I went here to be closer to him. I was walking down the street one day in Hollywood. I had shaved my head at the time. There I was, this skinny chick contortionist who had a motorcycle license. This TV director spotted me just walking down the street and must have thought I looked cool, because he asked me if I wanted to try out for a TV pilot. That turned out to be the pilot for the show Dharma and Greg. I ended up playing Dharma s lesbian bridesmaid. For several years Lisa worked as an actress in Hollywood. She played aliens, drug addicts, and other colorful characters. In one film she was busted by Robert De Niro, who was playing the role of a cop, and was topless with Nicholas Cage in another. She may be best known as one of the alien characters on the successful TV series Star Trek: Voyager. I was bald, and I was blue, and I had a sort of seam running down the middle of my face, she says. I did that through the mid-1990s. After the last episode, I was an out-of-work actress. I was trying to decide whether acting was just a fluke or not. I just don t have the head for Hollywood. Lisa s father had been selling refurbished medical equipment for 23 years, and she got a job with Ready Medical as a temp. At the time, Ready Medical was fighting to survive; the company had no presence on the Web, and was being outsold by its competitors, who were already selling on the Internet and stealing away business. Vanesco stepped in and offered to list some items on eBay. They all laughed, but they let me go ahead, she says. I tried it and I sold a Hewlett-Packard multi-parameter device for $1,100. Then, I sold a patient blood monitor, and then all kinds of medical equipment. In that first week, she sold more than $5,000 worth of medical equipment; before long, the company became a Gold PowerSeller. Lisa (left) and a fellow seller, Coco, are shown here in front of the Ready Medical facility.
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