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Personify Your Customers
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Thinking about your business as a person is a stepping stone to developing the brand of your business fully, but thinking about your customers as a person can be even more valuable. Try to personify your ideal customer. Observe real-life customers at trade shows, trunk shows, or swap meets to get a clearer perception of their personalities. Use all the same questions we ve discussed so far and try to get into the head of your customer s personality.
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Can you see how we re coming full circle here Branding helps us bring all these ideas together we re pulling together all the major musings of business existentialism. Who are you What is your expertise What is your niche What is your mission statement How does your business name express who you are What are your products How are they unique and enticing What kinds of benefits do they provide
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Who are your customers What inspires them to buy from you What can you do to connect with them Who is your competition How are you different from them What lessons can you take from them to improve your business The subsequent chapters in this book deal with these fundamental issues and themes in much greater detail. This is the jumping off point, however. In case you hadn t noticed, you now have a solid plan. You know what you re selling, how much you re charging, who you re selling to, and what you need to do to build business. All this from some simple introspection and market analysis. Next, we ll get into some specific tools that will help you build your eBay business and market your products.
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Seller s Toolbox: Use eBay and Other Resources to Increase Sales
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ow that you ve taken some time to focus on your business and define your audience, it s time to explore some very tangible resources that will allow you to sell more profitably and efficiently on eBay. We re not going to go over general eBay mechanics here. Scores of other books devote lots of time to eBay fundamentals. They re full of click here to do that sort of advice. Instead, our aim is to assist you in going beyond the basic nuts and bolts of eBay and delve into some more advanced selling tools. eBay and other third-party services offer some amazing and powerful tools that help you work efficiently, project professionalism, and build profits. However, many sellers don t even know that these tools exist, much less how to utilize them to their fullest potential. This chapter introduces some of the more advantageous tools and offers some brief how-to instruction. Consider this chapter a toolbox of resources that we ll refer to again and again throughout the book. You ll see specific instances for which the various tools can be applied in strategic marketing contexts. This chapter also includes tips, pointers, and notes about special services and new features on eBay.
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If you re not already using a listing management system, you should be. These tools help you create and manage your listings with efficiency and finesse. They also allow you to automate customer communications and other tedious tasks involved in eBay selling. The time-saving attributes of these tools are fantastic, giving you more time to devote to marketing your products.
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eBay s Management Tools
eBay offers some very powerful management tools that help you supercharge your selling. Some PowerSellers use a combination of eBay s Selling Manager Pro along with TurboLister to create and manage a large volume of listings.
Turbo Lister
TurboLister (http://pages.ebay.com/turbo_lister/) is free downloadable software from eBay that enables you to create bulk listings and bulk uploads. It features a single-screen listing form where all the information required for the listing is entered on one page. (Compare this to tediously clicking the Continue button through seven pages of the eBay Sell Your Item form.) It also gives you the option of item template customization, bulk listing editing, bulk start time scheduling, and bulk listing uploads. It s truly an incredible timesaver.
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