eBay Business Strategy: How to Promote Your Listings and Make More Sales
I’ve got two questions for you: Why should I choose to buy your item today over any other on eBay?
In fact, why should I even care what you’ve got for sale?
eBay marketing isn’t rocket science, but it does involve understanding the way your buyers are thinking and finding ways to answer their questions.
To make a sale you have to continue to give to your buyer at crucial stages in order that they will reward you with a sale at the end. If you’re not sure what I mean by that, keep reading…
Stage 1: Strategies for Getting People to Click Through
$1 NR – One of the first questions buyers ask is “Can I afford this?” By offering the item you are selling for $1NR you are successful answering their question with a resounding ‘Yes!’
Here you are ‘giving’ by going out on a limb and offering the ultimate bargain. Although it’s risky, you’ll find that 9 times out of 10 you’ll be rewarded with more bids and higher profits! That’s why so many top powersellers use this tactic all the time, even those selling very valuable items (e.g. eBay powerseller Hessfine). I can’t deny that there are times when this tactic will flop miserably, but the increased number of sales you make overall will balance things out. As an added bonus, you save on listing fees.
Good gallery photo –Items with good photos get more views, more bids earlier on, and sell for a higher price. Why? Basically a good photo is the same as taking the time to give someone a thorough, professional demonstration of the product. Pictures are 1000 times more powerful than words simply because they can communicate the benefits of the product at a glance.
Note that the quality of the picture is very important as it directly relates to the buyer’s perception of your professionalism as a seller. Read up on how to take a good picture, buy a photo cube or a mannequin. Do whatever you must to get professional pics! (See Powerseller Cutseyshoes for an example of good photos).
Keyword-rich title – A good title that closely matches what people are looking for is more likely to result in a sale than a generic one. E.g. If I search for ‘The Woman in White DVD’, then I’m most likely to click on the title that is closest to that search, rather than a variation ‘WILKIE COLLINS MOONSTONE + WOMAN IN WHITE DVD New’. It makes sense that in order to give your customers what they want you need to find out what words people most commonly use to find the items you are selling and include them in your title. Keyword research tools are extremely useful here, as is eBay’s completed listings search.
Start and Finish at Peak time – This is simple: Sell when people want to buy. You’re going to lose a lot of potential buyers if your listing ends at 3am. Ebay’s peak times are Sunday and Monday evenings (see http://pages.ebay.com/sellercentral/buyers.pdf).
Offline promotion – Show people how much they can save in money and time by buying online! Not all of your potential buyers will immediately go to eBay to find what they are looking for. Enlighten them on the exceptional deals you offer by advertising in free broadsheets or newspapers. Hand out flyers and offer discount coupons – it all helps.
Stage 2: Strategies for Building Excitement
Photos – Good photos increase buyer’s trust and enthusiasm. Some of the best listings I’ve seen have 5 to 20 different photos of the item. The fact is, there is nothing like a picture for getting the visitor to imagine themselves as proud owner of the item. A series of pictures tells your buyer much more about the item than a description ever could. (Check out eBay powerseller Watchpartsrus).
Description – The biggest mistake you can make is forcing your audience to work for information. This is a very common reason why would-be buyers don’t end up bidding. Plenty of item specifics are important, but where many sellers go wrong is excluding comprehensive shipping information, information on payment options, return policy and packaging. It takes more time initially to put this info together, but I guarantee you’ll notice a big difference in conversions.
Stage 3: Strategies for Getting a Sale:
Incentive to Buy – The auction format automatically gives the buyer good reason to take action straight away, but the more you can build up urgency, the better. A great way of increasing urgency even further is by offering something extra for free! This could be a free guide, discounted shipping or a discount coupon with a purchase.
Powerseller Status – The importance of trust cannot be over-emphasized. Buyers will almost always choose to purchase from a powerseller over a regular seller because powersellers have shown themselves to be dependable and professional. If you are still a small way yet from getting your own badge of honor, you need to be able to give reasons for people to purchase. Offering cheaper shipping than your competitors is one way of doing it.
Payment options – When it comes to payment the two most important things to offer your buyer are security and simplicity. For that reason you should always offer Paypal (it’s very easy to use, immediate and very secure) and have a Buy It Now option to encourage impulse buyers. Bear in mind however, that different audiences prefer different payment methods. For instance, buyers of art and antiques are well known as check lovers. It’s up to you to find out what your group of buyers want and give it to them!
Endorse Your Other Listings – There’s a chance the item your visitor has clicked on isn’t quite what they are looking for… but you may well have another listing that is. Don’t miss the opportunity to fly the flag for the rest of your listings and let people know what other great deals you are offering. If they are impressed with the photos, price and description of this listing, they’ll be keen to see what else you’ve got too. You’ll be surprised at just how effective this little trick is.
Stage 4: Strategies to Keep them coming back for more:
Respond to Questions Promptly and Cheerfully – Visitors with questions expect to be treated as a priority. While you may find many questions inane, annoying, irate or plain stupid, remember that each one represents a potential sale. It’s in your best interests to respond as quickly as possible so as not to let them cool off. A chatty, friendly tone is essential for creating a good impression. Rather than treating questions as a nuisance, take the opportunity to do whatever you can to help them out. People love getting good service – after all, there’s a reason why the Ritz Hotel is legendary!
Note: that if you find yourself bombarded with questions night and day, this could be a sign your description isn’t as thorough as it could be. Consider how you could incorporate common questions into an FAQ.
End with a Flourish – Buyers like to feel special and exceptional presentation does exactly that. On the other hand, your good work thus far could be destroyed by untidy or damaged packaging. The finishing touches are just as important as the item description. Reward your buyer with a beautifully presented product and they’ll reward you with good feedback and loyalty. (Tip: A thank-you note never goes amiss either).
Email newsletter – Email newsletters make buyers feel valued. It shows that you appreciate their custom so much you are making an effort to stay in touch and offer them special deals. In other words, you are treating them as a friend, rather than a customer. For you, newsletters are a great way to promote new products and get feedback. One thing to remember: it is essential that people opt-in to receive your emails. It is illegal to send unsolicited emails.
Got promotional strategies of your own you’d like to share? Disagree with any of our suggestions? We’d love to hear what you have to say on the matter. Just use the comment tool below.
Have a great week!
