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Step 5: Know Who Your Customers Are and What They Want
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This may be as simple as saying something along these lines: My customers are like me. They like to buy designer clothing at a deep discount. They want to look good, but they don t want to pay full price for anything. They love the feeling of getting a bargain. They love quality. They like the feeling of prestige they get from wearing high-end clothing made by a well-known company. If you know something about your customers and their backgrounds, you ll write better descriptions, and you ll sell more effectively. Try to engage your customers in a virtual conversation, perhaps after a transaction has been completed (and they re filled with goodwill toward you). Ask if they collect what you sell, or what they plan to do with what you sold them. Even better, ask if there are other, similar items they re looking for and if you can alert them by e-mail when you find those objects.
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Step 6: Don t Be Afraid to Grow
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eBay millionaires are different than you and me. Yes, they have more money. But they spend more money in order to get more money. They aren t afraid to buy merchandise in bulk, even if it s uncertain how they re going to sell it. They order hundreds of Priority Mail boxes at a time, even if they don t have hundreds of items immediately ready to ship. They buy new product lines they ve never sold before. When something doesn t sell, they don t despair; they put it up for sale on their eBay Store for a few cents and leave it up for sale indefinitely.
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Appendix B: Becoming an eBay Millionaire: The Twelve-Step Program
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The point is that you need, as one e-commerce merchant told me, to plan for success. It s well and good to put ten items online each week when you re starting out, but you ll never have a chance of selling more merchandise if you don t put as much as you can online in the first place. Think like a successful merchant, and invest a few dollars in your eBay business up front. You ll at least be giving yourself a chance to succeed.
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Step 7: Find People or Software to Help You
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People who are self-employed are, by nature, the do-it-yourself type. I m one of those types myself. The problem is that do-it-yourselfers have a tendency to try to take on too much. They think that the more they take on, the more they have to do themselves. It doesn t naturally occur to them to look around for assistance, whether it comes in the form of a human being or a computer application. The fact is that very few PowerSellers do everything themselves. In almost all cases, they have a friend or relative, or one or more employees, to help them. Pam Thien and her family (see 2) use Infopia to run Shiana.com. Even Alan Warshauer, a true do-it-yourselfer described in 4, turned to an auction management service called Zoovy to help automate feedback and other tasks. In order to put more sales online and make more money, you need help. Look around to your immediate family or your immediate circle of friends and see who s available. Hire a high school student to help you with packing and shipping one or two days a week. The point is to stop thinking you have to do everything on your own, and to turn your one-person activity into a business with employees who are there to keep things moving along smoothly.
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Step 8: Act Like a Salesperson
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One of the most interesting things I ever did as a seller on eBay was to try my own personalized brand of upselling. Once, someone bought a pair of shoes that didn t fit. He asked to return them, and I quickly consented. I looked in my inventory and found another, different pair of shoes that I thought he might like and that were in the size he wanted and that were more expensive than the ones he was returning. Rather than having to return his money, I suggested a trade; I sent photos of the shoes I had available. I felt odd doing this because I was selling on my own rather than through eBay: For the first time I was doing direct person-to-person sales. When he accepted, I felt terrific. I was a real salesperson.
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