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A Note About Collectors
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No discussion on eBay customers would be complete without addressing the anomaly of the collector. Since the very early days of eBay, collectors have been an integral part of the eBay community. Before the advent of eBay, collectors were forced to limit their hunts to their local geography or the limited areas they traveled, but now they have worldwide access to the objects of their desire. Combine this object accessibility with the feature of a high-speed search engine, and eBay is truly a collector s nirvana. eBay has also been called a seller s paradise. Dealers of antiques and collectibles used to sit in quiet shops waiting for the right customer to come in, or they d schlep their goods to trade shows and antiques faires to find buyers. Now, with a few clicks of the mouse, the world of collectors is at their fingertips. And with a broader base of customers, these sellers have more freedom to become specialized in their fields. And best of all, using an auction-style listing format for rare and coveted goods often results in bidding wars that escalate prices beyond their wildest dreams. Sellers in the collectible fields who grasp the motivations of their customers can reap incredible profits on eBay. Greed, competitiveness, obsession, and fear of the one that got away drive collectors to do things that noncollectors probably wouldn t understand. They have a distinct emotional attachment to the items they seek, and they are driven by an intellectual curiosity to research, organize, archive, and preserve these objects. They are very purposeful in their searches and highly competitive in their bidding. They run their favorite keyword searches several times a day. They stalk other collectors bidding, just in case their own searches missed anything. And they use auctionsniping software to enter last-minute bids, in the hopes of flying under the radar of the bidding competition. Of course, the bidding phenomenon spans the entire eBay arena. Grown men have been known to fight tooth and nail for such nifty gadgets as
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global positioning systems. While the average purchaser of a GPS device will likely stop with just one or two (one for him and one for the missus) to fulfill his need to know where he is on the Earth, a collector will continue to search eBay for every single GPS make and model manufactured throughout the history of global positioning devices just for the sake of having them all. There s a saying in the business, three s a collection, which means that two of anything is usually enough to fulfill any actual need; purchase a third and suddenly ownership of this stuff has taken on an entirely different purpose. The best way for an eBay seller to capitalize on this phenomenon is again to understand the target audience and what it is that causes them to covet the items they collect. Develop an area of expertise, and get to know these items intimately. Research the history of the field and learn as much as you can from other collectors and sellers, discussion boards, reference books, and trade shows. Understand what traits or specific objects are highly desirable to collectors in this field. Learn the language collectors use to describe their collecting field, and figure out the keywords they would use to search for these items. Understand their systems of grading condition and learn to tell the reproductions from the originals. When appropriate, enlist the expertise of independent authentication services to give prospects the confidence to bid on high-ticket items. Effective marketing to collectors does require extra task work and research, but your effort will pay off in good profits and loyal collector customers.
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