vb.net barcode generator free 10: Acquire and Keep Your Customers in Software

Printing QR in Software 10: Acquire and Keep Your Customers

CHAPTER 10: Acquire and Keep Your Customers
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FIGURE 10-7 Dallas Golf cross-promotes other Great Items in each of its eBay descriptions.
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We re Sourcing Through Our Competitors
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Chris Smith s big priority is moving inventory. He wants to put as much stock on eBay as rapidly as he can, rather than letting it sit around the showroom or warehouse. Dallas Golf has its wholesale suppliers, like any other eBay business. But even their own wholesalers can t keep up with demand, especially in the busy spring and summer months. Smith scratched his head, wondering where he could come up with new (or used) golf equipment to sell. Two sources came to him:
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Dallas Golf s competitors Customers who want to replace used equipment with new equipment
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Sourcing through your competitors It sounds improbable, but Dallas Golf manages to do it. We go to our competition and say: You sell new products, we have a database of the values of trade-in merchandise. Here are those values; call us once a week with your used inventory and sell it to us for the price we have in the database. Once we have the used merchandise, we can mark it up for a profit and sell it directly to customers on eBay. Smith says he understands the problem with eBay s rising fees, but golf is insulated from the fee increases to an extent because of the high turnover. They eat out of your profit, but it s better than having merchandise in your warehouse waiting for someone to come to your web site, he comments.
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If We Can Get Customers to Trade in Their Old Clubs on eBay, We Can Sell Them on eBay
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What about that other, highly unusual source for merchandise that was mentioned in the preceding section Can you get people to trade in their used equipment on eBay, so you can turn around and resell it on eBay Dallas Golf is one of the first merchants to do so through a pilot program being conducted with eBay s approval. In each of the Dallas Golf listings, you see the form shown in Figure 10-8, which invites customers to calculate the value of their old golf clubs. Once they find out how much Dallas Golf will pay for those old clubs, they ll be more likely to purchase brand-new clubs from Dallas Golf, or so the theory goes. We are trying out ways to get more merchandise to sell. If we can get these people to trade in their old merchandise, we can sell it faster; we can sell it on eBay for more than they can list it for themselves. Since a good deal of our merchandise comes from our competitors buyers, we are giving those buyers the same technology, only in modular form. Dallas Golf was, in fact, the first company to be allowed to use the trade-in feature on eBay; any other listings prior to December of 2004 that asked buyers for trade-ins were ended. We came up with a technology that met eBay s requirements to allow someone to solicit, Smith says. We advertise in the listing, we use a flash calculator to tell the bidder that, if they win, their golf club is worth X amount. If you win, you can use your club as this much credit toward your purchase. That way, buyers can tell their significant other they didn t spend so much on their new equipment because they got money for their old equipment. In the six months it used the trade-in feature, Dallas Golf saw a 30 percent increase in bids, page views, and selling price, he adds.
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CHAPTER 10: Acquire and Keep Your Customers
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FIGURE 10-8 Dallas Golf s database of trade-in values was incorporated into this form by Infopia.
We Do a Daily E-Mail That Highlights Auctions That Are About to Close
Lots of eBay businesses (like the other business profiled in this chapter, Creative Paper) send e-mail messages to their customer database, informing customers about new promotions. Dallas Golf takes this concept a step further and tells shoppers about eBay auctions that are about to end that same day. We don t send out a newsletter, but rather, a featured products list that contains one-shot-opportunity type buys. We might get a limited run like 50 putters or 10 woods. Golf is an ultra-competitive category on eBay, so to stay ahead of the competition, we do a daily e-mail that highlights auctions
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