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Image is everything. Movie stars and politicians know it, and so do savvy businesspeople. David Yaskulka definitely falls into the latter group. In a conference of PowerSellers who were dressed in casual polo shirts and rumpled slacks, he stood out in a pink shirt with crisp white cuffs and a beautiful designer tie. He was, in fact, the embodiment of the image he has carefully cultivated for his eBay Platinum PowerSeller business, Blueberry Boutique. It s an image he promotes in public but leaves behind when he s with his family in their home on Blueberry Lane in Sturbridge, Massachusetts. I m wearing shorts and a T-shirt right now, he said when we spoke on the phone later. But I m surrounded by the finest shirts and ties in the world. I can t help but wear them once in a while.
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Reach Number One in Your Field: David Yaskulka
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I don t want to convey myself as a brilliant strategist, says Yaskulka. Once we got started, my wife Debbie and I did make some wise strategic decisions. But at the beginning all happened by accident. The Yaskulkas (shown in Figure 9-1) started out like many aspiring eBay sellers. My wife wanted to work part-time to be able to spend more time home with our twins, and finances were tight, so we were looking for some extra money, says David. She said, Why don t we sell a few things on eBay We wondered what would be good to sell. We started out cleaning out our own closets, just like everyone does. Our biggest investment was when we went to one of the large warehouse stores and paid $200 for a digital camera. We knew we could return it if we couldn t earn enough to pay for it. Happily, we never did have to return it. Like other PowerSellers, David drew on his own interests, and moved from selling one-of-a-kind merchandise to finding items he could sell in quantity. I happen to like getting a good bargain on ties. I saw someone selling 25 of them on eBay; we bought them. They did quite well, so we decided to make that our focus. David wouldn t recommend shopping on eBay as a way of finding stock to resell on eBay, however; you re unlikely to find a bargain that way. That s not a sustainable business strategy, he comments. Finding a source for merchandise is one of the most challenging issues for an aspiring eBay seller. Three years ago if you wanted to be a luxury tie seller you would have a great start on eBay in this niche, and that s how we became number 1. Now there are 4,000 tie sellers, with probably only 10 percent who sell professionally. The trick is to find some niche where someone isn t selling professionally as yet.
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CHAPTER 9: Build a Good Reputation
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FIGURE 9-1 This husband and wife team had their first successes on eBay by accident.
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Blueberry Boutique
Seller name David and Debbie Yaskulka Web site Sells http://stores.ebay.com/Blueberry-Boutique
Designer eyewear, luxury ties and shirts, jewelry
Reputation Is Everything
When he started selling on eBay, David was chief marketing officer for a national nonprofit organization. But he drew inspiration from his father, who sold clothing in New Jersey at flea markets. I learned how to do retail from my parents. My dad never haggled; a price was a price. If someone was not happy for whatever reason, he would give the person a refund. Accordingly, we very much emphasize taking care of customers. We recommend to other eBay sellers: Always put yourself in your customers shoes. We make it a point to never go to sleep at night if we have a dollar in our pocket from someone who was unhappy to give that dollar to us.
Secrets of the eBay Millionaires
Typically, if a Blueberry Boutique customer changes his or her mind or finds that something doesn t fit, the customer will be asked to pay to ship it back. If there was a problem on our part, we would refund shipping, and issue a $10 credit, says Yaskulka. Reputation is everything. Our experience is that, oftentimes, the customers who are the most challenging are the ones who come away talking about the great deal they got at Blueberry.
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