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Tip: People want a choice, and most gravitate to the middle. Silver coins
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and pins sold at the Olympic Games consistently outsell the bronze and gold ones. Medium-sized drinks outsell child and mega sizes, too. Offer your customers a choice, and you increase your chances of making the sale.
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Throughout your listings, you need to remember this mantra. Essentially, to close is to ask for commitment from the person with which you re communicating. Whether that commitment is for a sale or for some other agreement, you need it to move the game forward. The ultimate close is the one where you ask for the order (or bid). Closing via text in your item description or in follow-up e-mails is not much different than face-to-face closing. Your goal is to give the prospect a reason to get off the dime and do something. The same goes for your item description. For example, you might indicate that the winning bidder will get free shipping. You could also mention that volume buys get percentage discounts. In e-mail correspondence with prospects, you can try hard close lines, such as, If you click Buy It Now, I can ship it today by 5 p.m. More subtle approaches are deemed soft closes, la, I ll check the specs. If it has the turbo booster, will you buy it If they say yes, then you ve gained an agreement or a verbal deal. Most people don t go back on deals, so you ll at least get a bid out of this person. You could also use language such as, The bidding is heating up on this item, so make sure you note the time that the auction closes. That s really soft, but it gently prods the shopper toward a bidding action. When you think about it, closing language should be everywhere in your descriptions and correspondences. Up-sells and cross-sells are a form of closing language (see the following section). Gaining agreement in e-mails nudges shoppers toward the cash register (or PayPal). Free shipping and guarantees are a form of closing.
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Try out some closing strategies with your listings, and then track those that work best. You ll notice that buyers need reasons to act, and they need encouragement. If you provide both, you ll either help them move toward a purchase or you ll at least weed out lookie-loos who weren t serious about buying anyway.
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An offer is a close of sorts. It s a proposition that either intends to close the prospect or gets him to read on. Some sellers make offers with the keywords they use in their item titles. For example, this Star Wars item title reads, Code 3 Diecast X-Wing + Display Case + FREE SHIP! In addition to stating the item for sale, it s offering a bonus case and free shipping. The deal is sweetened and the buyer is encouraged a bit. Here s another item where the seller makes an offer in the body of the description: Buy-It-Now And Get FREE SHIPPING And a FREE 256mb Secure Digital Memory Card Worth $90!! This is even more explicit. It says, if you do this, we ll make it worth your while. That s a classic offer that leads to a close. To make these kinds of offers, you need to think of something extra you can throw in to provide incentive. Can you offer any of the following Expedited shipping Free extras (premiums) Lower shipping rates Discounts or coupons for future purchases Product guarantees or warranties
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Most people think of prices when they think of offers: I ll sell you 200 marbles for $18, take it or leave it. That s the classic offer. This isn t relevant in auction format sales, but it is something that applies to eBay Stores and to browsers who click the Buy It Now button. Every fixed price you see is an offer. The key to both fixed-price offers and bonus offers is to get the prospect to take the next step. A few possible next steps include the following: Reading your auction description (if the offer is in the title) E-mailing you a question Clicking the Buy It Now button Clicking the Place Bid button
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Up-sells and discounted cross-sells can certainly be a part of your offer. Think volume and complementary products.
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