vb.net barcode generator free 9: Build a Good Reputation in Software

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CHAPTER 9: Build a Good Reputation
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FIGURE 9-4 eBay sellers can perform strategic philanthropy through this site.
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Strategic Philanthropy Can Help Grow Your Business
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When you re contacting wholesalers and manufacturers and trying to convince them to sell to you even though you re only an eBay business, David Yaskulka says you should consider playing the charity card. Sometimes, companies that wouldn t deal with you otherwise will sell to you if you are going to hold charity auctions on eBay. If you do a good job with charity auctions, it very much helps change that channel conflict perception when a wholesaler thinks, I don t want to sell on eBay, my current customers will be unhappy. If you help them utilize this channel for charity auctions, first of all with 10 percent going to charity, they might find that they sell their products for more than they would otherwise. As a sourcing strategy, are there any charities that are of great passion to that particular supplier Be sure to pick a charity that complements the company s interest that is in the same part of the country, for instance, or that is similar to the company in some way. (continued)
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If you want to donate a portion of your auction sales or any type of sales to a nonprofit, first of all, that s its own reward, adds David. You feel better about what you do. If done strategically, your donations can actually help grow your business in a pointed way. To be strategic, you need to think about what sort of nonprofit will resonate with your customers. Here s an example. With the Professional eBay Sellers Alliance (PESA), where I serve as Marketing Chair, we wanted to choose a nonprofit partner for a charity auction. So first and foremost, we wanted a great charity that s going to do good in the world. So what sort of partner would help grow the PESA brand The most important thing PESA means is safety and integrity online. You buy from a PESA member and it s going to be a safe shopping experience. We chose NetSmartz (http://www.netsmartz.org, shown here), which helps kids be safe online. It s a great charity, but its message resonates with PESA members customers. That way, everybody wins.
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CHAPTER 9: Build a Good Reputation
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Go on Discussion Boards and Really Help People
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If there s one thing I ve noticed over the years, it s the fact that, for the most part, the sellers who make the most money on eBay are also the ones who are the most generous with their time and knowledge. That doesn t apply to all of eBay s PowerSellers many of whom guard their secrets jealously but it applies to David Yaskulka. I recommend growing your online presence and reputation through online discussion groups and trade associations, he says. We are proud members of the Professional eBay Sellers Alliance (PESA); they are devoted to promoting honesty and fairness online, and helping their members foster responsibility and philanthropy. David recommends that sellers who want to build a positive reputation participate in discussion groups on eBay and other locations. We have participated in groups at different times, giving tips and answering questions. If you go on a discussion board and you shamelessly promote, it won t work very well. People won t appreciate what you re doing. But if you really go and help people and demonstrate your knowledge, people value that.
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We Try to Have a Core Value for Our Company
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You hear lots of eBay sellers talk about money, and fees, and profit margins, and automation. You don t often hear them talk about values core beliefs that are reflected in their operating style and in the way they communicate with the public. You only hear the most successful eBay businesses talk about such things. In terms of reputation and branding our online presence, we have tried to have a core value for our company. We work from home, and we allow a number of employees to work from home as well, but to our customers we very much want their experience to look like and feel like buying from Neiman Marcus. In just two and a half years, David and Debbie Yaskulka have built up one of the most successful and highly respected businesses on eBay. But business is far from their ultimate goal. Human motivation is complex, and it s hard for me to analyze it, David says. People who are in business tend to think solely about business success. But there are many case studies of businesses that have built their brand in large part through charitable donations. Cause-related marketing began with American Express s charge against hunger. Great companies like Patagonia and the Body Shop have built their reputations by connecting their core values with charitable causes. There s absolutely benefit to the donor. It s all about what they want to tell their children about the work they do, and what they want to be remembering on their deathbed.
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