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Secrets of the eBay Millionaires
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As you can see, Ready Medical, like White Mountain Trading Company (see the previous profile in this chapter), deals in expensive merchandise that potentially carries a big profit margin. She helped to expand the business to eBay and the Web. But it wasn t all part of a well-thought-out plan. It just started because I was bored, Lisa admits. Hollywood was a bunch of BS, I had guys hitting on me, girls hitting on me eBay was like, no one has to look at me; no one has to know who I am.
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Today, Ready Medical has roughly 60 items for sale at any one time in its eBay Store (http://stores.ebay.com/READY-MEDICAL). The company has a basic web site, but it simply redirects visitors to the eBay Store, which is doing so well that Ready Medical doesn t feel it needs to sell directly to its customers. Recent increases in eBay Store fees have cut into profits, but the ability to sell at fixed price, rather than having to wait for bids to come in and relist if an item doesn t sell the first time at auction, makes up for it. I am testing my new philosophy, explains Lisa. I would rather pay the money on the back end. In an auction, we might not sell something that we list. I will pay the higher eBay Store fees, as long as I know for sure that we have the sale. If I get business calls from eBay, it s worth the higher listing fees. She also depends on three guiding principles to encourage repeat business: Customer service, customer service, customer service. I do everything to hold on to customers. We send little cards out to our customers to remind them we re there. Timely shipping and good communication are also key, she adds. She checks her e-mail four or five times a day, and is as friendly as she can be to everyone who calls or asks for help. Don t let your customers think they don t matter, she says. Let them think that they re your world.
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If you are able to find high-priced merchandise that is sought after by an eager niche market, you don t need to achieve high sales volume on eBay. In order to sell high-priced merchandise, you need to connect with your customers: get to know their needs and their personalities, and learn to speak their language. In your sales descriptions, play up the quality and scarcity, as well as other desirable qualities such as an advantageous price, that will appeal to buyers.
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CHAPTER 3: Connect with Your Customers
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When you are deciding what to sell, do your homework. Experiment with some trial sales before committing to buy a large quantity from a supplier. Keep your web site simple, at least at first; like both of the sellers profiled in this chapter, you can create a simple web site that directs shoppers to your eBay Store. Do everything you can to encourage repeat purchases from your customers; keep in touch with them via mailings, and try to get to know them personally.
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Think and Act Like a Businessperson
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Secrets of the eBay Millionaires
Melissa Sands just isn t cut out for the nine-to-five working world. She began to realize this while working at an accounting firm near Detroit, Michigan. I think of myself as a type A personality and working for someone else just wasn t right for me. At the time, Melissa s husband Jim sold comic books and sports cards at local collector s shows. As a result, the house was crowded with merchandise. Melissa s brother suggested eBay as a way to dispose of all that stuff; she began by selling some promotional cars models of real automobiles that were given away in the 50s, 60s, and 70s. (Her husband had pulled them out of someone s garbage in Grosse Pointe, Michigan, a town where many American auto industry executives have lived.) When those sold well some for as much as $200 that s all it took to get Melissa hooked on eBay. Her story illustrates some critical practices that separate moderately successful sellers from PowerSellers: an obsessive devotion to hard work, a commitment to working as hard as it takes to be successful, and the importance of having a business plan. If you can begin to think the way a businessperson thinks, you ve made it half of the way toward meeting your eBay business goals.
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