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cut and paste the information into e-mail replies. Use this information to build FAQ sections for your listings and eBay Store, too.
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Offer Up a Weakness, Then Establish Your Authority
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A great way to gain trust while establishing authority is to point out your weaknesses first. This phenomenon has been studied exhaustively, and it works for everyone from politicians to vacuum cleaner salespeople. You can see it at work in corporate slogans (Avis: We re #2, But We Try Harder ) and at restaurants. Many waiters offer up information about subpar dishes (that may even cost a little more) and then recommend other, less expensive dishes to establish trust and show that they re on your side. Diners who trust the waiter (especially one who seems to be acting against his self interest, which is selling higher-priced items) consistently order more food and end up with bigger tabs. On eBay, you want to bring up your weaknesses first get the cons out of the way and then establish your precise advantage. Then you sell benefits or describe what the prospect has to lose if she passes on your deal. If you do the opposite, you may set yourself up for failure. You simply can t lead with a bunch of swell goodies and then say, By the way, this thing is broken. You lose trust and sales that way. This approach works well on the About Me page or even in casual correspondence with shoppers. Here s an example: We re not the cheapest vendor, but for a little more money you get expert advice, faster shipping, guaranteed quality, break-proof shipping materials, and a no-questionsasked return policy. This kind of value-add statement works great for art dealers and purveyors of fine glass and pottery.
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Declare Yourself a Novice
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There s a flip side to this whole authority discussion. If you are in fact a novice and you come clean and declare your novice stature, many bidders will salivate over your offerings and bid up the items. They ll assume that your goods are underpriced and pounce on the merchandise. Some will even try to hustle you, e-mailing you with entreaties that you sell the goods to them privately.
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Ignore the temptation. With an auction-format listing and the right item, you ll come out on top. Even if you don t know the proper pricing for your goods, the market will rush to the high end when a lot of enthusiasm is present.
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Tip: We don t recommend using a novice ploy to boost your listings,
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because when you get right down to it, most people can smell a rat fairly easily. You have far too much to gain by playing the expert role (if you are in fact an expert). Novice to expert selling also works well because it bolsters the selfesteem of the buyer. Lots of people get retail therapy by researching products, expressing their intelligence level, and then purchasing.
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Caution: If you declare yourself a novice, you should still describe the
product as best you can. Don t be a flake and skip it. Use as much detail as possible, and describe attributes and features. Be forthcoming with the information so that potential buyers can make their own determinations.
Align Yourself with Other Experts
Part of being an authority is knowing other leaders and experts. When you re well connected, you serve customers better, and you get them the information they need quicker. Associate with other experts who Share similar customers Offer complementary products Provide reviews and information about your products Speak to audiences about topics associated with your products Sell higher end or budget versions of your products (one or the other, of course)
When you associate with other experts, your stock appreciates exponentially. Not only do you expand your business through referrals and businessfocused communication, but you broaden your own knowledge and figure out new ways to reach customers. For example, experts within your particular retail field might leap at the opportunity to sell your goods, and vice versa. Let s say you sell charm key tools, the little things that open up those popular Italian charm bracelets. If you cross-promote with vendors who sell the actual Italian charms, you gain a whole new customer contact base with minimal effort. Start building contact networks by visiting the eBay discussion boards and chat rooms. You ll find plenty of opportunities to communicate with a wide range of experts here.
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