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Ask Other Experts to Vouch for You
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Another great way to gain authority is to have others do your boasting for you. For example, if you know an antique clock collector who thinks your eBay Store has the finest antiques, you can do the following to improve your credibility with other buyers: 1. Ask that person to refer business your way. 2. Have the collector link to your store on her site or advertise your store in her place of business or gallery. 3. Invite her to write a short review of your store, and use this review as a testimonial. Each of these pointers flatters the clock expert and improves your business. We discuss this last piece of advice further in the following section on testimonials.
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Tip: Be prepared to offer experts some value in exchange for their help.
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Give them special deals, promote their particular interests do whatever it takes to win them over. You ll both gain from mutual benefits.
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Testimonials: Get Past Customers to Sell Your Future Prospects
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When you ask people to vouch for you, marketing pros call this a testimonial. You see testimonials everywhere, because they are one of the most powerful mechanisms available for convincing shoppers to commit. Movies use them in their newspaper ads as little pull quotes from longer movie reviews ( A knock-down, drag-out thrill ride! Jeff Noodle, Ain t Movies Grand .com.). Corporations use them to describe products ( I love the products, I feel safe using everything from this company, and I can really tell a difference in my skin. I will use Lamas beauty products for years to come. Lisa Snedly, Somewhere, Georgia). Potential customers want to hear how real customers talk about the product they re considering buying. The company itself can pitch all day long to little effect, but a few words from a real buyer can seal a deal.
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Tip: Don t take words out of context when you post testimonials. The
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movie reviewer may have said, A knock-down, drag-out thrill ride...that will leave you puking your guts out from the gratuitous violence. Also, don t succumb to the urge to write fake testimonials yourself. On eBay, it s a good idea to take existing customer feedback and include it in the body of your listing descriptions. This way, shoppers can read
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testimonials about your products and the kind of services you offer without clicking your Feedback link. Your loyal customers do your selling for you, and potential customers get a glimpse into the reasons others buy from you.
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Tip: You can use feedback to drive traffic to your listings by mentioning
the item sold in the feedback you give to the purchaser. It s free and easy advertising. For example, write Thank you so much for purchasing the eBay book, Don t Throw It Away, Sell It On eBay! instead of Thank you so much for your fast payment! A+++++.
Combine Positive eBay Feedback with Testimonials
Remember that most eBay browsers understand that testimonials in an item description were chosen and included by the seller, and that a feedback comment, positive or negative, is a direct quote from other customers that the seller has no power to add, revise, or delete. Inserting glowing testimonials into the text of the description is fairly worthless if the potential buyer looks into your feedback file and finds actual buyer comments that don t correspond with the testimonials. However, the combination of testimonials with positive feedback comments to back them up will keep buyers coming back for more. If you have this combination working for you, explicitly let your customers know about it in the body of the description.
Gathering Praise
While customer feedback on eBay certainly provides testimony, you can go even further and solicit feedback from customers to use in your descriptions. If you ve already established a rapport with some customers for example, through an e-mail Q&A conversation ask them for comments. Be up front and tell them that you re always finding out new things about your products through paying customers. They re your best resource for revealing benefits that you may not have discovered yet. Ask these customers the following questions: Why did you choose my product over a competitor s What specific benefits do you value most How do you use my product
Why would you recommend my product to a friend What features do you like best/use most What do you think of the product s quality You ll find that most customers are more than happy to discuss their opinions with you. You may discover some flaws in your product or service, and that s certainly helpful. Use the positive, gushing, revealing testimonials on your description pages, though. We recommend that you place them high up in the text right after the product has been defined sufficiently. There s nothing better than having a paying customer raving about you and your products. If the customer happens to be another eBay seller, offer to promote her business and include a link to your page in the testimonial.
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