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Secrets of the eBay Millionaires
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FIGURE 5-1 This seller builds volume by selling variations on product lines.
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to follow his example and try many different product lines before flooding your sales niche. See what s out there, he says. You see what other people do, you find out what sells best. Time and again, Zanger discovered that an initial investment of time and energy had long-term benefits. The efforts he undertook when he was just starting out on eBay continue to make his current life as a seller go more easily. Having set up the store and his standard description format, he can plug in the details and get the listings online more quickly. That investment idea applies to the look and feel of his web site, too.
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Developing a Sales Template
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Simply selling items that are essentially the same but that differ in size or color isn t enough. You need to create a sales template a layout or standard description that contains boilerplate details. Boilerplate details refers to information that stays the same no matter what you are selling, such as your sales tax policy or your preferred payment methods.
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CHAPTER 5: Identify Sources of Merchandise
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You can create a template in one of several ways. If you use the Sell Your Item form, you can assemble a text file or HTML document that contains the standard details you use over and over again. When you create your sales description, you can copy and paste the information into the form. Your text document might look like the one shown in Figure 5-2.
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FIGURE 5-2 You can use a simple text file as your sales template.
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The problem with a text-based template is the need to apply formatting to headings and other elements every time you put something up for sale. Robert Zanger, however, took a different approach. He had a web designer create a standard design for his sales listings. The design includes his repeated boilerplate sales information such as:
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Links to his products by size Payment options Shipping procedures
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Secrets of the eBay Millionaires
His return policy (he offers refunds or exchanges, no matter what the reason) A short About Us paragraph Contact information, including an e-mail address and toll-free phone number
Some of this information is shown in Figure 5-3.
FIGURE 5-3 Zanger uses a web layout that contains standard, reusable details.
If you use eBay s free listing tool, Turbo Lister, you can create a sales description that contains the standard information you need, and then reuse that description whenever you create a new one: you save the standard details you want to repeat and replace the information that is specific to the template item with your new items.
CHAPTER 5: Identify Sources of Merchandise
People Call Me to Say, Are You for Real
Dealing with the public through eBay is a highly personal process, Zanger says. One of the most important things I ve done is have an 800 number. People call me to say, Are you for real I deal with questions a lot, especially with new users. They call and want to know if you re for real. One person a day calls that number. But e-mail is by far the most frequent means of connecting with the buying public. Instead of dealing with people in person, I do it through e-mail. It s so much work to do, you don t have any life. You have to work on your e-mail three or four hours a day. It s challenging to sell clothing-related items on eBay because of the unreliability of color photos published on the Internet. You have to be very careful how you light your items in order to portray them in an accurate color. Color differs depending on the lighting being used, the monitor on which an image is displayed, and the limited number of colors a web browser can display accurately (there are said to be only 256 browser-safe colors). Try to use halogen lights if you have them; incandescent light bulbs and fluorescent lights can make colors seem too light. The author has found the home furnishing store Ikea to be a good source of inexpensive halogen lights (see Figure 5-4). Taking photos outdoors in natural light can help make the colors more accurate when displayed online, too.
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