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small businesses have a distinct advantage over their larger counterparts. If you are, in fact, a mom-and-pop style business, that exact vibe is an easy and natural one to convey. Cultivating personalized interactions helps build your eBay brand, too. It gives your customers a solid, positive feeling about your personality and how it is reflected in your business. A simple way to inject personality into your business is through your e-mail correspondence. If your business does a small enough volume, you may have the luxury of writing a personalized e-mail for every customer interaction. However, as soon as you begin to sell in any sort of increased capacity, you need to automate those communications while still conveying a personal and friendly demeanor. It s easier than you may think to accomplish this.
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eBay s Selling Manager Pro provides you with prefabricated e-mail messages for a variety of situations. However, the standard text provided in these messages is a bit sterile and cold. You can revise the templates to use your own voice. Simple efforts to make the text more personable greatly improve customer perceptions of your business. It also disguises the fact that you are essentially sending form letters to your customers. You can customize your e-mail messages in a myriad of ways. To begin, click the edit template hotlink of Selling Manager s e-mail. Figure 6-3 shows the edit template interface. Use the pull-down Insert menus to create macros that automatically insert your customer s name, a link to the item listing, shipping calculators, and dozens of other options. Edit the text itself to convey your personality, and use a friendly tone and style. Add colloquial greetings a cheerful howdy suits some sellers. Consider messages specific to seasons or holidays, such as Warm wishes for a Happy New Year. A little flattery is always nice, too: It s been a pleasure doing business with you is a timeless classic. Take some time to find your voice, and rewrite your e-mail templates to communicate that style. Your customers will notice and appreciate the effort, and it will increase their satisfaction in your business transaction.
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Manager Pro, be sure to explore all options available for automating and customizing e-mail correspondence with your customers.
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Even with automated e-mail services like those provided by Selling Manager Pro, sellers frequently encounter situations that require nonstandard correspondence. Consider situations such as questions from potential customers or specialized after-the-sale communications. For such situations not covered by the standard Selling Manager e-mail forms, you should create files of standard boilerplate text for use in other correspondence situations.
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Figure 6-3 Selling Manager Pro s Edit Email Template interface allows you to customize and personalize every customer e-mail communication you send.
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Don t forget that when you cut and paste text from your stored files, you should customize it to the particular customer. Again, while you re striving for ease of communication, you don t want your correspondence to come off sounding like a form letter.
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Tip: Selling Manager Pro s e-mail interface also allows for the creation of
one totally customizable personalized e-mail template. Use this template for situations in which you re continually repeating the same e-mail correspondence. You can also use the personalized e-mail template to create special marketing offers or cross-promotions, or to highlight your bestselling product.
Create an E-mail Signature
Every e-mail you send should have a signature. This is text that is automatically attached to the bottom of every message. It s the perfect place to insert pertinent contact information, deliver marketing messages, and inject a little extra personality into your correspondence. Your signature should include
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Your name Your e-mail address, eBay Store URL, or Web site (as clickable links) Your mailing address and phone number Once you cover your basic contact information, take the opportunity to promote your business or tell your customers a little something about yourself. Recall our mission statement exercise from 1 Your e-mail signature is the perfect place to include your brand tagline. If you re offering a special promotion, use this space to let your customers know about it. Or including something as simple as Happy customers make us happy injects a feeling of goodwill and customer-service. Create your e-mail signature and add it to all of your e-mail templates in Selling Manager Pro. Most e-mail servers also provide the option to add a customized signature automatically to every e-mail you send.
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