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reflect what you re selling in your eBay Store. If your item comes up in an unrelated search, the customer is unlikely to buy it anyway. Why waste your effort and their time Search engines also penalize Web site rankings if keywords are deemed not relevant to the content of the pages.
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There are so many different ways to improve how you offer goods to customers and present your products in a favorable light. In summary, we covered: Scarcity How the loss of benefits motivates more than gain Consumer consensus and conformity Authority Testimonials Storytelling Problem solving Closing Making offers Cross-selling and up-selling Case studies Traffic boosting methods
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Even if you just use a few of these strategies, your sales will increase because you re focused on the customer. You have clear objectives, you re communicating more clearly than most on eBay, and you re offering a variety of enticements that will turn prospects into buyers. Get creative, and try mixing a few of these approaches. For example, you could tell a story about how one of your customers came to find your item and include a subtle testimonial quote in that narrative. Or offer an irresistible cross-sell item that moves the transaction toward closing much more rapidly. Also, think about the larger business community that trades in complementary products. Cross-promote with trusted partner vendors. Have them drive traffic to your listings and eBay Store. Make up-sell recommendations based on unique information that you ve acquired. Now that you ve read s 4 and 5, go back to the book s table of contents and jot down a few of the section headers that provide information that would work well with your business. Keep the list handy and test out a few of them in your listings. You re guaranteed to stand out in a crowd of sloppy listings, and your bottom line will show it in no time. We ll show you even more ways to pull all these techniques together and develop a plan of action as we approach the end of the book.
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Customer Satisfaction and Retention: The Holy Grail of eBay Sales
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ood customer service makes sense and cents. Making your current customers happy makes you money. It spares you loss of profit in sending refunds, loss of shipping fees, and loss of time wasted in such unprofitable activities. It builds the ever-important eBay feedback necessary to gain the trust of new customers. Exemplary customer service is also a strong asset in building your eBay brand. If you think of your brand as a promise that you make to your customers, good customer service is a means of honoring that promise. The first part of this chapter will examine strategies to help you increase customer satisfaction, including how to do the following: Convey trustworthiness Create concise terms of sale Communicate and ship promptly Put personality in customer communications Give and receive feedback
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It s equally important to recognize that customer satisfaction builds customer loyalty. Customer retention is the key to the long-term success of your business. Professional marketers understand this concept well we see it in airline frequent flyer programs, grocery store shopping clubs, and the daily deluge of brand loyalty messages in advertisements. It s easy to incorporate the same sort of strategies into your eBay business, turning one-time shoppers into loyal customers. The second part of this chapter outlines strategies to keep customers coming back for more, including how to Personalize your customer relationships Market to customers one-to-one
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