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Even though he s had some measure of success with the auction broker model, Bratt says Auction Safari is going to be changing direction in the future. Rather than working solely with individuals who try to liquidate
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CHAPTER 6: Reach the Widest Possible Audience
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merchandise they receive from wholesalers, they re going to be working with businesses who want to sell their product lines directly on eBay. What we discovered is that it is very hard for people to make money on liquidating goods. The margins are razor thin. One client we had was an Aha! moment for us. He was the president of sales for Color Me Beautiful before he retired. After he left, he agreed with the company that he would sell seven of their product lines on eBay. He was selling them out of his house. He said his life was totally taken over by it. Instead of eBay being a nice little hobby, his house smelled like fragrances, and he was up until 3 a.m. answering e-mails. The learning point to take away from this is that you, too, might have trouble making a profit when you deal with liquidation merchandise. You might be better off hunting for one-of-a-kind collectibles you can sell, or working with your own neighborhood retailers to sell for them on eBay on a consignment basis.
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Reaching Out to Customers Around the World: Tony Cicalese
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eBay is known for merchandise offered in certain categories. CDs and DVDs are the types of merchandise that are widely sold on the auction site. In 11, you meet a seller in North Carolina who has managed to rack up nearly 50,000 sales of such items in a little over two years. How can anyone compete with high-volume sellers in this area, or in any eBay category for that matter For Tony Cicalese (shown in Figure 6-5 with the van from which he once sold CDs), the key to staying successful in a highly competitive part
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FIGURE 6-5 This seller has used his passion for music to travel the country finding CDs to sell at home and abroad.
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of eBay boils down to a few principles: his own passion and love for music; his commitment to raising money to fight AIDS through his music sales; his gift for being able to anticipate what styles are about to become popular; and his ability to find CDs in the U.S. that will appeal to overseas buyers. Even if the U.S. economy is down, looking overseas hedges your bets and keeps you in business, he says.
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Business name We Got the Beats Seller name Tony Cicalese Web site Sells http://stores.ebay.com/we-got-the-beats
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CD dance remixes, club mixes, dance artist compilations
Buying CDs from My Van with My Kitty Was a Great Opportunity
When you get really passionate about something, it takes over your whole life. Tony Cicalese has always had a passion for music. He s collected CDs most of his life, and originally became a member of eBay in 1999 in order to expand his own collection. In the course of hunting down the CDs he was looking for, he noticed that certain disks sold for much higher prices than he paid for them. He began looking for music that others might want to buy on eBay. In his first batch, he found a CD for $6 that sold for $110. From then on, Tony went looking for CDs to resell as well as CDs to collect. He s now become a PowerSeller who typically has 2,000 or items for sale at any one time in his eBay Store, which is simply called we-got-the-beats. For many years, he roamed the country in his van with his pet cat (Figure 6-6), attending concerts, making connections, FIGURE 6-6 Tony s pet cat still helps with his CD sales on eBay. and buying up CDs.
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