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item you include in your packages. Make it as simple as possible for your customers to return to your store.
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If you give, you will receive. This not just a religious homily; it s a psychological fact that operates in every culture on the planet. The phenomenon is discussed at length in Robert B. Cialdini s Influence: The Psychology of Persuasion (1998), with statistical studies to back it up. If you re interested in the psychology involved, pick up a copy and delve deeper. Reciprocation is built into our societal code of ethics, our culture, and our collective behavioral systems. People reciprocate when they are given a gift. It doesn t matter whether they like or don t like the gift or the giver; they feel an obligation to reciprocate. You may say, Hey, that s not me. I don t feel obligated to reciprocate. You may eat the cheese at the supermarket freebie station and pass on purchasing. You may receive personalized address labels from the American Heart Association, actually use them, and toss the donation card into the garbage. It s probably because you recognize and analyze the marketing concepts at work and second-guess your impulses. Most people do reciprocate, though. On impulse, we re trained to reciprocate and feel guilt and shame when we don t live up to that contract. Giving back provides closure when we ve been given a gift. You can really see the power of the contract in action when you try to return or refuse a gift. Have you ever been given a gift and then decided to give it back after accepting it You usually don t give it back because you don t want it or you can t use it; you give it back because you don t want to be bound by the reciprocation contract. You don t want to be obligated to the exchange relationship. When you accept gifts, you accept the reciprocation obligation. This is where the phrase much obliged comes from. eBay does have some restrictions about selling gifts as part of a listing (see eBay s Rules Concerning Advertising Gifts for an explanation). However, you can certainly slip a gift into the package you ship. When you do this, make sure that you give a reason for the gift that indicates your expectation from the customer. This could be anything from remember me the next time you purchase to please e-mail your friends and tell them what a great deal you got.
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Here s a real-life eBay example. A ticket broker who specialized in concerts slipped a free six-pack of Coronas and limes into each of his Jimmy Buffet ticket shipments. How did he do it He included a $10 gift certificate to a local supermarket chain in each envelope.
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Tip: Consider investing in promotional gifts that are custom printed with
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your business name, contact information, and eBay Store URL. Items such as printed pens, key rings, magnets, notepads, and other novelties are inexpensive when ordered in bulk and deliver the message of returning to your store to shop more. Remember, gifts don t have to be anything fancy. People just like getting free stuff period. You can even throw in overstock inventory items that aren t selling well. Anything you add to the package will increase the perceived value of your transaction. It will leave your customer feeling positive and make her enthusiastic about returning to shop with you again.
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If you re offering a gift as a deal-sweetener and not purely as a goodwill gesture after the transaction has closed, you should familiarize yourself with a few eBay regulations on the practice: For listings with multiple quantities, if you advertise a gift as a bonus to the item being sold, you must have an equal number of gifts to match the quantity for sale. Everyone who purchases the item must receive the same gift. If your bonus gift is given conditional on a certain bid amount, you must state that amount in the description. For example, if you give a free car stereo conversion kit for every MP3 player that sells for more than $200, you must state that amount. It doesn t suffice to say, I ll throw in a car converter if the bidding goes high enough. If the gift does not add significant value to the item being sold, you can t mention it in the keyword title of the listing. To learn more, visit eBay s help page concerning bonuses at http:// pages.ebay.com/help/policies/listing-bonuses.html.
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