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The Rolling Stones were wrong. You can get satisfaction, and with a few simple strategies, it s easy to give it to your customers. The secret is to consider the possible drawbacks or worst-case scenarios that potential customers fear about shopping on eBay and address those issues in your customer-service practices. Stories of customer fraud, from sellers who deliver substandard goods to those who don t deliver the goods at all, have made customers naturally suspicious of online transactions. However, once you demonstrate that you are worthy of a customer s trust, she will return to buy from you again and again. Here s how it works.
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The HIT Factor: Honesty, Integrity, and Transparency
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These three factors are the foundation of excellent customer relations. This might sound like a page torn from a Boy Scout manual, but these values underlie all other customer service strategies. Honesty is important when creating your item descriptions and communicating with customers. It s important that you utilize the copywriting techniques discussed in 4 to highlight the best aspects of your merchandise and persuade the browser to become a buyer. But remember that truth-stretching and outright misrepresentation is a direct path to ticked-off customers and, ultimately, the failure of your business. Sing the praises of your merchandise, but don t try to make a silk purse from a sow s ear. Integrity is built by establishing solid customer service policies, clearly communicating those policies, and then delivering on the promises you make. Offer your customers guarantees of your merchandise. Either give a 100 percent satisfaction guarantee, or guarantee them that the item they receive will arrive as you described it in your listing. Honor that policy should a customer wish to return an item. Happy customers are those who feel that your product (and you) live up to their expectations. The concept of transparency is a little less tangible. Think of a magician who states, There s nothing up my sleeve. Of course, he usually does have a trick up his sleeve when he says this. For your business, you want the reality of your customers experience to match the appearance you convey. No smoke and mirrors, no tricks, no fine print just clear and concise communication
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with your customers. Consider the concept of full disclosure for stock sales of publicly traded companies. They open their accounting books to public scrutiny in an effort to inspire confidence in their shareholders.
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Tip: Don t think that by offering money-back guarantees you ll be sending
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out refunds on a daily basis. If you ve described your products honestly and accurately, requests for refunds won t be common. And the trust that such guarantees inspire will generate much more money than what you may lose with the occasional refund.
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If you instill the sense of absolute legitimacy in every aspect of your eBay business, you dispel the common online shopping fear of being defrauded and build the foundation for satisfied customers.
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Your Policies and Terms of Sale
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Along with well-written, honest, and persuasive item description copy, you must include clearly stated policies or terms of sale for effective customer service. Direct communication with your customers about your expectations of them and exactly what they can expect from you works wonders in the satisfaction department. Be thoughtful with your sales policies, word them carefully, and be sure to include information concerning the following: Payment types accepted Shipping methods and costs Sales tax Warranties and guarantees Return and refund policies Feedback Additional customer service policies, including timeframes for submitting payments, offers for expedited shipping, or other instructions for payment Your terms of sale should appear in three locations: In the body text of each and every item description In the appropriate spots for shipping and payment information on the Sell Your Item form In your About Me page or as a customized page in your eBay Store
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