In This Chapter
Making a good first impression
Describing items effectively
Writing the perfect e-mail
If the customer is always right’ may be an old adage, but if you want your m business to thrive on eBay, you need to take a leaf out of this topic.
While not always right, the customer is your primary concern – and you must treat them thus. Businesses become successful by providing fantastic customer service and selling quality products. You are no different. The image that you project through your e-mails and ads shows bidders whether you are a good guy or a bad guy. Your e-mails should be polite and professional. Your ads shouldn’t make prospective buyers feel like you’re hustling them, sneaking in hidden fees, or being pushy with unnecessary bidding.
You don’t have to have the most beautiful auctions to succeed on eBay. You need products that sell, and you must take the time to build good customer relations! In this chapter, we cover some ways – from writing effective auction descriptions to sending cordial e-mails – to let your customers know that they’re number one in your topic.
Providing a Homely Touch
eBay is a person-to-person marketplace. Although many sellers are businesses (like you), the perception is that sellers on eBay are individuals (as opposed to businesses) earning a living. The home-grown personal approach goes a long way to making you a successful eBay seller. One of the reasons many buyers come to eBay is that they want to support the individuals who had the get-up-and-go to start their own small businesses on the site.
After you write a catchy title for your auction (check out Chapter 10 for advice on how to do this), prospective buyers click your listing and scroll down to your description. Do they have to wade through pointless verbiage, losing interest along the way? Or do you get right down to business and state the facts about your item?
Here are a few things to remember when writing your auction description:
Write a factual description. Do you carefully describe the item, stating every fact you know about it? Are you clear in your description and careful not to use any jargon? Does it answer all glaring questions a potential buyer may ask? If not, do some revising.
Include some friendly banter. You want to make the customer feel comfortable shopping with you. Don’t be afraid to let your personality show!
Update your ‘My eBay’ page. Let people know a little about you and who they’re dealing with. When customers have to decide between two sellers offering the same item and all else is equal, they typically place their bid with the seller who makes them feel secure.
Limit the number of auction rules (or terms of sale). Some sellers include a list of rules that’s longer than the item’s description. Nothing turns off a prospective buyer like paragraph after paragraph of rules and regulations. If you really must put in a litany of rules, do not use capital letters and apply the following bit of HTML to make the size of the text smaller: <font size=-1>
Choose a reasonable typeface size. Many users are still looking at eBay on an 800 x 600 display. If you design your auctions at 1024 x 768, your typefaces may be too large for the average user. Forcing users to scroll and scroll to find the details only frustrates them.
Quote the shipping charge. Many bidders pass up auctions that don’t disclose the delivery costs. Make use of eBay’s shipping calculator to give your customers an idea of the shipping costs. If many others are selling the same item you’re selling, quoting reasonable shipping costs will help you reel in buyers.
Overcharge on shipping is just wrong. eBay buyers expect that you pad up to a pound for packing and shipping costs, but adding more than that can make you look like you’re trying to squeeze every last penny out of your bidder . . . not a good feeling when you’re on the receiving end!
Keep photos a practical size. A large proportion of users still use a dial-up Internet connection, and if they have to wait for your large pictures to load, they may go elsewhere for the item. If your listing doesn’t fully open within a few seconds, the person may back out and go on to another listing.
Telling your story
Being honest and forthright encourages customers to consider your offerings on eBay. Also, if you go the extra mile and give some bonus information, the customer may feel more at ease.
An excellent example comes from a PowerSeller, John Rickmon of e.vehicles. He always throws in a few special touches to draw in the customer. As you may gather by his user ID, John sells vehicles on eBay – and does very well out of it!
John posts his business philosophy at the end of his auctions; here’s part of it:
My dealership is entirely focused on the sales of vehicles via the eBay format I make all purchasing and sales decisions and am 100% responsible for the content of my auctions, including all text and photography.
I personally answer every e-mail and conduct all business regarding the sale of this vehicle.
I buy and list approximately 10-15 units per month; I look at hundreds of vehicles each week that do not cut the mustard.
This is my living. I do this full time. I do not have a showroom. eBay has been my dealership for years, and all operations are focused towards bringing you the best vehicle possible at the best price you will find. I am committed to this format and take your vehicle purchase very seriously. You are dealing with a secure seller
Would you by a used car from this man? We think so!
Communicating with Your Customers
Perhaps English wasn’t your favourite subject at school, but when it comes to being a professional, incorporating good grammar, proper spelling, and punctuation in your communications portrays you as a pro. Before writing this topic, even we hooked up with some grammar and punctuation sites to brush up on our writing skills. (Okay, we also have brilliant editors covering up our transgressions . . .)
Throughout the rest of this section, we provide some examples of effective e-mails. Study these examples and also check out a few topics on business letter writing (for example, Writing Business Letters , by Sheryl Lindsell-Roberts). Don’t forget good manners either. You don’t want to be too formal, but you do want to be personable and polite.
The initial inquiry
The first written communication you have with a prospective buyer is called an inquiry e-mail. A bidder can ask you a question about your item by clicking the Ask the seller a question link on the auction or sale page, which automatically generates an e-mail addressed to you. Often these questions are brief.
On average, about 20 per cent of inquiries to sellers don’t get a response. We refuse to do business with someone who can’t be bothered to respond to a simple question. Often responses are terse, brusquely written notes. Many people choose not to use punctuation or capitalisation in their e-mails – not very professional! Sellers who want our money must take the time to write a short, considerate reply that includes a greeting and a thank you for writing.
Respond quickly, clearly, and politely – including in the text a discreet sales pitch. Remind the soon-to-be bidder that you can combine several wins to save on shipping costs. Use this opportunity to point out other auctions you have that may also interest the writer – they’ll be impressed by your customer service.
The letter can be brief and straightforward; for example, the following note was written in response to a question regarding the condition of an aluminium Christmas tree in a recent auction:
Hello,
Yes, the aluminium Christmas tree in my auction is in excellent condition. The 58 branches are full and lush and will look great for the holidays. Please write again if you have any more questions or concerns.
Don’t forget to check my other auctions for a colour wheel and a revolving tree turner. They would look great with this tree, and I can combine them for shipping.
www.coolebaytools.com
Isn’t that response nice? The note addresses the question in a respectful and personable manner. Writing an answer like this doesn’t take long, and it could make the difference between a sale and a no-sale.
Also, inserting your Web site or eBay store address in your e-mail signature is a great way to get new customers to view your other merchandise (see above).
The winner’s notification letter
Have you ever received a bulk-generated standard winner’s confirmation letter? The seller hasn’t bothered to fill in half the blanks, and you’re verging on insulted by the ‘can’t be bothered’ message? Receiving a note like this after you request that the seller combine purchases (and the letter pays no attention to your request) is especially annoying. A personal approach goes a long way with customers as is shown in the message below.
We’re not saying you shouldn’t automate your eBay business. We’re merely suggesting – strongly recommending – that you take the time to personalise even your canned e-mail responses. If you decide to send automated responses, choose a program that allows you to combine multiple wins in one letter and to apply the correct shipping costs the first time.
Here’s the tried and true winner’s notice that sends out:
Congratulations!
Yours was the winning bid on eBay item #122342911 for the Emilio Pucci topic! You got a great deal! I am looking forward to a pleasant transaction and positive feedback for both of us.
Please include a copy of this e-mail with your name and shipping address along with your payment:
Winning Bid Amount $14.95
Shipping and Handling $2.50
TOTAL Amount Due $17.45
You may pay by money order, with a personal check, or with a credit card through PayPal. If you are not set up with them, just e-mail me and I’ll send you a PayPal invoice.
A money order or online payment assures immediate shipping upon receipt of payment! If you pay by check, I will ship your item after a 14-day clearing period; be sure to include the item name and your e-mail address with payment. Please send your payment to the address shown below:
1234 Anywhere Street
Los Angeles, CA 91352
Your payment is expected on or before Saturday, April 2, 2006. I look forward to receiving it. I will ship on receipt of payment in full, via priority mail with delivery confirmation.
Thank you for your Winning Bid! I am delighted to be dealing with you and know you will enjoy your purchase.
www.coolebaytools.com
At the end of a winner’s notice letter, offer your winner some special discounts or other offers from your Web site. Include a few items this particular winner may be interested in (based on the current win) and include a link to your site. Also include the reminder that you can combine postage and that you look forward to a response.
The payment reminder
Writing a payment reminder can get sticky. You don’t want to aggravate the buyer, but time is money and you could be better off reposting your item. When writing a payment reminder, you need to be firm but pleasant. Real things can happen in people’s lives. Family members become unwell, and people just plain forget. Perhaps your payment fell between the seats of the winner’s car on the way to the post office. When you honestly forget to send a payment, nothing is more humiliating than someone haranguing you through e-mail. So remember that people do make mistakes, and check the winner’s feedback before you send the letter. If you can garner from the feedback that this winner has a habit of not following through on bids, you can definitely be a bit firmer in your wording. Always set a clear deadline for receiving payment, as the following letter shows:
Hello
You won an auction of mine on eBay last week for the Emilio Pucci e-book. Your payment was due yesterday, and it still has not arrived. Perhaps sending payment has slipped your mind considering your busy schedule. I know it can easily happen.
Please e-mail back within 48 hours and let me know whether you want to go through with our transaction. I’d like to put the item back up for sale if you don’t want it.
Leaving feedback for buyers
After you leave feedback, you can’t take it back and you can’t repost to correct an erroneous evaluation of another user. We know that leaving feedback after you receive payment is easier, but waiting to see how the transaction evolves afterwards is prudent – especially if the package gets lost in the post or the item is damaged, turning a previously kind and sweet buyer into a screaming nutcase. You should evaluate a buyer based on more than whether the person pays for an item. (Buyers are supposed to do that – it’s a contract, remember?) When leaving feedback for buyers, consider the following:
Did they return your communications quickly?
Did they pay in a timely manner?
If a problem occurred with the item or in shipping, did they handle it in a decent manner or did they try to make your life a living hell?
Remember that sellers are judged on communication, shipping time, the quality of packaging, and friendliness. As a seller, you have the duty of leaving quality feedback to set guidelines that all sellers use to rate buyers.
How firm you choose to get with a non-paying bidder is up to you. We’ve dealt with a few non-paying bidders on eBay, but we’ve left only two negative feedbacks. Some people who tend to overbid are indeed violating the contract to buy, but legitimate reasons may explain why someone hasn’t followed through on an auction. You must decide how forceful you want to be and how far you want to stretch your karma (what goes around comes around). Assess each case individually, and don’t be hasty in leaving negative feedback until you know the whole story.
The payment received and shipping notice
We know that you probably aren’t going to send out a payment-received letter for every transaction, but wouldn’t it be nice if you did? Staying in constant communication with your buyers makes them feel more secure with you and with buying on eBay. You want buyers to come back, don’t you?
When you receive payment and are ready to ship, sending a short note like the following helps to instil loyalty in your customer:
Hi there (Insert name of winner)
Your payment was received, and your item will ship tomorrow. Please e-mail me when it arrives so that I can hear how pleased you are with your purchase.
When the transaction is over, I hope you will leave positive feedback for me because building a good reputation on eBay is very important. I’d really appreciate it, and I’ll be glad to do the same for you.
Thank you for bidding & winning,
www.coolebaytools.com
If you haven’t heard from the buyer within a week, send another note.
The ‘Your item is on its Way’ e-mail
We always send out the automatic e-mail from DHL or Parcel Force announcing the shipment tracking number. You can also send out an e-mail from PayPal by inserting the tracking number into the PayPal payment record. These e-mails aren’t very personalised, so we follow up with another, more personal note:
Subject: Your topic is on the way! Hi (Insert buyer’s name)
You will be receiving another e-mail with the package’s delivery confirmation number and information on the mode of shipment.
Thank you for buying my item. If there is any question when the package arrives, PLEASE e-mail me immediately. Your satisfaction is my goal, and I’m sure any problem can be easily taken care of. Please let me know when the package arrives so that we can exchange some very positive feedback!
www.coolebaytools.com
Good customer service gets you many repeat customers and loads of positive feedback. Good communication can head off problems before they start. If your customers receive running communication from you throughout your transactions, they’re more likely to discuss a glitch than make a knee-jerk reaction and leave negative feedback.
