PhuHV -  Presentation - How To Sell On eBay
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PhuHV - Presentation - How To Sell On eBay

PhuHV - Presentation - How To Sell On eBay

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PhuHV -  Presentation - How To Sell On eBay PhuHV - Presentation - How To Sell On eBay Presentation Transcript

  • HOW TO SELL ON EBAY Private Research, 2009 Hoang Viet Phu – eBay Vietnam Selling Team
  • Agenda
    • eBay
    • Cross Border Transactions - a World of Opportunities
    • Getting ready to sell
    • Sell your item
    • After the listing ends
    • Marketing & Merchandising
    • Optimizing your item offer
  • Internet Adoption is Transformational Global Internet Users (in millions) Source: IDC 730M 1,300M+ The fastest rate of technology adoption in history 0 200 400 600 800 1,000 1,200 1,400 2003 2004 2005 2006 2007 2008 2009
  • eBay’s Evolution 1995-98 US only, collectibles only 1999 Moved beyond collectibles, expanded internationally (Alando, iBazar) 2000 Introduced Fixed Price (“Buy It Now”) and eBay stores 2002 Acquired PayPal, removing friction and building a huge new business 2004-05 Entered new marketplaces: Marktplaats.nl, Mobile.de, Rent.com, Shopping.com, Kijiji, ProStores. 2005 Acquired Skype, removing friction and building another business
  • 2007: a Broad Array of Online Assets Payments Marketplaces Communications Provide a global online trading platform where practically anyone can trade practically anything.
  • eBay Marketplaces Around the World 33 Markets Asia/Pacific Australia Korea New Zealand Taiwan China Singapore Hong Kong India Philippines Malaysia Thailand Vietnam Europe Austria Belgium France Germany Ireland Italy Netherlands Poland Spain Switzerland Sweden UK, Turkey… eBay site or majority investment Americas USA Canada Argentina* Brazil* Chile* Colombia* Ecuador* Mexico* Peru* Uruguay* Venezuela* *MercadoLibre sites Minority investment Present in 40 international markets eBay Vietnam
  • On an Average Day on an eBay Site (US/DE) … . . . and an automobile is sold every minute. . . . a diamond ring is sold on eBay every 2 minutes . . . more than three watches are sold every minute . . . five women’s handbags are sold every minute
  • eBay - the World’s Online Marketplace Every day, more than 1 B. page views, 298 Mil. searches and 17 Mil. bids = 14,1 Gigabit/s USD 52 B. Trade volume (GMV) 2006 (worldwide) 233 Mil. registered users Worldwide More than 100 Mil. items offered on the site (over 6 Mil. each day) Every second, more than USD 1,800 worth of goods is sold 170,00 people in Europe and 1.3 Mil. people worldwide make a significant portion of their living on eBay.
  • Cross Border Trade – Already Large, Huge Potential (0.19) Cross Border Trade currently accounts for 20% of eBay Inc’s business However, Cross Border Trade remains a relatively underdeveloped area of eCommerce We believe that real opportunity for eCommerce growth lies in opening international markets and providing smoother Cross Border operations
    • ■ How to get started selling
    • ■ What it takes to be an eBay seller
    • ■ Becoming ID verified
    • ■ How to sell on eBay as a business
    • ■ Basic selling rules and fees
    Getting ready to sell What you need to know to start selling on eBay
  • Getting ready to sell What you need to know to start selling on eBay
    • Becoming an eBay seller
      • Register first to begin selling
      • Becoming an eBay seller
      • Becoming ID verified
    • Registering for PayPal
    • Selling as a business:
      • Registering as a business
      • Changing Business Seller preferences
    • Selling rules & fees:
      • Rules for sellers
      • Check out Seller Central
      • What does it cost to sell?
        • Insertion Fee ($0.0 - $.0)
        • Additional Option Fee (Buy It Now, Gallery, Featured, reserved price, etc.)
        • Final Value Fee
    • ■ How to get everything ready before you sell.
    • ■ How to create an item description
    • ■ A simple selling checklist to follow
    • ■ How to sell your item step by step
    • ■ How to change an existing listing
    • ■ How to end a listing early if necessary
    Sell your item Selling on eBay is quick and easy if we take it step by step
    • Become a seller
      • Register first to begin selling
    • Before you start:
      • Do your research
        • Completed listings
        • Starting bids, final prices, shipping costs, pictures, descriptions, return policies, and categories
      • Item & title description
        • Collect the information you need for your item description
          • Completed listings
          • Internet search engines
        • Write the title (no more than 55 characters)
      • Item pictures
        • Good pictures help sell your item
      • Prepare for shipping (eBay's shipping calculator)
      • Choose how you want to be paid (www.PayPal.com)
    Sell your item Selling on eBay is quick and easy if we take it step by step
    • Selling steps:
      • Start selling!
        • Use Sell your items (on eBay)
        • Use listing tools
      • Select a category (keywords, kind of good)
      • Describe your item
      • Write the title
        • Up to 55characters total
        • Avoid words like "Wow" and "Fantastic
        • Emphasize words that buyers are likely to actually use to search (model number)
        • We may also want to add a subtitle for an additional fee
      • Help is right at hand
      • Add pictures!
        • The first picture is free, but there is a fee for additional photos.
        • Gallery, Gallery Plus, Supersize Pictures, and the Picture Pack, which includes multiple services
    Sell your item Selling on eBay is quick and easy if we take it step by step
    • Description tips
      • Pay attention to your description!
        • Use spelling checker, and type styling functions
        • Use eBay’s listing designer, free counter
      • Tips: For better listings follow these rules:
        • Don't use all capital letters
        • Use bullets to emphasize key points
        • Don't write one endless paragraph
        • Anticipate buyer questions; include that information
    • Choose format
      • Choose your selling format and starting price
        • Online Auction ( traditional auction-style, reserve, or Buy It Now format )
        • Fixed Price listing
    • Payment & shipping
      • Select your payment method ( PayPal – a great way to boost prospective buyers!)
      • Specify shipping charges
    Sell your item Selling on eBay is quick and easy if we take it step by step
    • Enter a return policy
      • A generous return policy is a strong incentive for many buyers.
    • Promote your listing
      • Value Pack - Scheduled Listings - Subtitle
      • Gallery - Gift Services - Bold
      • Gallery Plus - Border - Featured First
      • Listing Designer - Highlight - Home Page Featured
      • List in Two Categories
    • Review & submit
      • See how your listing will appear in search results
    • Changing a listing:
      • Revising a listing
        • Sometimes we need to change your listing after it starts ( Revise and Add to Description )
        • Ending a listing early
    Sell your item Selling on eBay is quick and easy if we take it step by step
    • ■ Standard checkout and payment procedures
    • ■ Good communication practices
    • ■ Efficient ways to manage shipping
    • ■ How feedback fits into successful transactions
    • ■ What to do if something doesn't go as planned
    After the listing ends Cooperation and communication make for smooth transactions
  • After the listing ends Cooperation and communication make for smooth transactions
    • Checkout & payment:
      • Seller notification: Congratulations, your item sold!
        • Send Invoice
        • Answer buyer promptly
      • Speeding payment: PayPal speeds payment process (stated the shipping cost)
      • Use My eBay to track sold items
    • Shipping process:
      • Avoid confusion over shipping
      • Calculating shipping (Using the Shipping Calculator)
      • Tips for better packing & shipping
        • Careful packing is important
        • Select a box slightly larger than the item.
        • Properly label the item with return address.
        • Pack with bubble wrap, foam or paper.
        • Use wide packing tape, never masking tape.
    • Leaving feedback:
      • Feedback completes the sale
      • When should you leave feedback?
    • Handling issues
      • Opening the Dispute Console
      • How to handle an unpaid item
      • Second Chance Offer
        • If the buyer doesn't pay, try a Second Chance Offer
        • If the item sells the second time, eBay will refund the Insertion Fee for relisting.
    After the listing ends Cooperation and communication make for smooth transactions
  • Marketing & Merchandising Build your sales by learning how to draw in more customers
    • ■ Strategies to drive sales
    • ■ How to develop and build a brand
    • ■ Ways to make your listings stand out
    • ■ Innovative ways to promote your products
    • Attracting customers
      • Five strategies that drive sales
        • Attract buyers from leading sources for less money
        • Capitalize on seasonal buying patterns
        • Offer consumers compelling reasons to buy
        • Measure and optimize traffic and conversion
        • Drive repeat purchases
      • Attracting customers
        • Capture search real estate to make customers aware of you
          • - List on comparison shopping sites (Froogle is free)
          • - Optimize listings for natural search by including keywords in metatext
          • - Paid search ads (Google Adwords, Adbrite, …)
          • - Email marketing broadens brand awareness.
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Attracting customers:
      • Identify seasonal opportunities
        • Christmas, Mother’s Day, Father’s Day, Valentines Day, …
        • Use a four-pronged campaign with:
        • - Special offers
        • - Email marketing campaign
        • - Paid search campaign
        • - Package inserts
      • Compelling offers
        • Think like a buyer to develop compelling sales offers
          • - Put myself in the buyer’s mind find out why buyers buy
          • - Their reasons might be different from our assumptions
          • - Keep high-level messaging simple and immediate
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Attracting customers:
      • Learn what works by always measuring conversion
        • Four basic parts of the buying/selling process: traffic sources, entry pages, browsing, and successful sales
        • Traffic Reporting: Keep track of page views, unique visitors, referring domains, search engine traffic, paid search and keyword traffic, visitor profiles and visitor geography
        • Page Reporting: Track most popular pages, category pages, item pages, and landing pages
        • Path Reporting: Study entry and exit pages, path length, time spent per visit and per category
        • Conversion: Measure conversion, order revenue, carts, and checkouts
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Attracting customers:
      • Drive repeat purchases
        • Email is the best way to do that
        • Third-party programs: Marketworks Mail, WebLoyalty.com, …
    • Building a brand:
      • What’s in a name? Ask yourself:
        • Who are you? What do you sell?
        • What are your policies and terms?
        • How do you present yourself and your item?
        • Would your buyer want to shop with you again?
        • Does your buyer remember you by name?
        • Are you making it hard for people to find you again?
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Building a brand:
      • What's in a name?
        • Be open to change
        • Change can bring you:
          • - More brand recognition
          • - Higher conversion of shoppers to buyers
          • - Higher ASPs
          • - More Store traffic
          • - Customer loyalty—buyers remember you
          • Buzz—buyers tell a friend about you
      • Choosing or changing a name
        • Allow you to be consistent with eBay user ID, Store name
        • Refer to yourself in a listing, and your email address
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Memorable * Hard to remember
      • aswas -- dlevitt_140887
      • As Was Marketing Consultants -- Jane Smith
      • As Was Puppy Loves -- Mommy
      • auctions@aswas.com -- ?@hotmail.com
    • Consider not using:
      • Words people find hard to spell (embellishment, melisma)
      • Homonyms (there, their, they’re—or high, hi)
      • Words that are incorrect or unconventional spellings of common words (sportz, dealz, shooz)
      • Made-up or nonsense words
      • 4 (for “for”), 2 (for “to”), letter u (for “you”)
      • Non-alphanumeric characters (*, !, -, _)
      • Non-English words, unless your target audience speaks another language
      • *high-fashion_4u*com — WHAT?
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Building a brand:
      • Good design makes sales
      • If two sellers have the same item, same pricing, same policies, and roughly the same feedback, design will make the difference.
      • Design do’s and don’ts
    Marketing & Merchandising Build your sales by learning how to draw in more customers
      • Building a brand: Design do’s and don’ts
      • Do:
        • Edit descriptions, policies, terms, Store page(s), and About Me text to sound friendly.
        • Use colors that complement each other.
        • Use contrast to improve readability.
        • Cut elements that waste load time!
        • Move any galleries to the bottom.
      • Don’t:
        • Write long-winded descriptions.
        • Center paragraphs.
        • Use clip art or graphics that don’t enhance the experience.
        • Use music files unless you sell music!
        • Set voice or video to auto start.
        • Use very busy templates with a lot of patterns or images that are confusing and distracting.
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Learn to innovate: Marketing essentials
      • That includes the “Four Ps” of marketing: Product, Promotion, Position, and Price
    • Product: Know the life cycle
      • Introduction
      • Growth
      • Maturity
      • Decline
    • Position: Know your customer
      • Demographics
      • Buying history
      • Brand preferences
      • Service expectations
    Marketing & Merchandising Build your sales by learning how to draw in more customers
    • Promotion: Tell your story
      • That helps to bring customers to your store and gets them ready to buy
    • Price: Select a strategy
      • Cost-based pricing and tend for high volume
      •  Buy It Now listings
      • Targeted pricing, sales are in lower volume
      •  Auction-style listings with reserve
      • Everyday low price system
      • Standard auction-style listing
    • Drive traffic to your site
      • Good keywords
      • Email marketing
    Marketing & Merchandising Build your sales by learning how to draw in more customers
  • Optimizing your item offer Make your listing stand out!
    • ■ How to select the right categories
    • ■ How to write better titles and descriptions
    • ■ How to optimize your listing for search
    • ■ How promotional options can boost sales
    • ■ About picture options that boost listing sales
    • Improving your listing:
      • Choose the right category!
        • Think like a buyer!
        • Good keywords for SE
      • Better titles bring in buyers
        • Use descriptive keywords to clearly convey what you are selling.
        • Include item brand name, artist, or designer.
        • State exactly what your item is, even if your title repeats the category name.
        • Avoid words like "wow" or "look." Buyers don't search for words like these.
        • Try to use all 55 characters allowed for the title.
    Optimizing your item offer Make your listing stand out!
    • Watch out for title trouble spots
      • Titles that don’t say what the item is.
      • Titles that contain Web site addresses, email addresses or phone numbers (except when selling domain names)
      • Titles containing profane or obscene language
      • Titles that use the following words in an attempt to market or advertise their item: "prohibited," "banned," "illegal," "outlawed,“ or any other word which may bring into question the legality of an item by either governmental or eBay standards.
      • Titles with brand names other than the specific brand name used by the company that produced or manufactured the item you’re listing
    Optimizing your item offer Make your listing stand out!
    • Better descriptions - Good descriptions really sell!
      • What is the item?
      • What material is it made of?
      • When was it made?
      • What company/artist/designer/author made it?
      • What condition is it in?
      • Is the item new, used, or still under warranty?
      • Be sure to mention any flaws or repairs.
      • What are its dimensions?
      • What country/location is it from?
      • Does it have any notable features or markings?
      • Does it have a special background or history?
    Optimizing your item offer Make your listing stand out!
    • Better descriptions - Go beyond the basics
      • Do not include:
        • Anything that is not true
        • Keywords that are unrelated to your item
        • Prohibited and restricted content
    • Responding to Handling questions
      • Go to My eBay Preferences.
      • Under the Ask Seller a Question section, click the Edit link.
      • Select the options you want to display on the Ask Seller a Question page.
      • Enter your questions and answers, and then preview your FAQs.
      • Click Submit when you are finished.
    Optimizing your item offer Make your listing stand out!
    • Use Skype for direct communication with buyers
      • Build trust with buyers when selling complex or high-priced items
      • Answer questions quickly, easily and on your own schedule
      • Connect easily with buyers and turn them into repeat customers
    • A good return policy is a strong reassurance to buyers
      • Refund type (money back, store credit, etc.)
      • What returns are accepted
      • Time limits (for example, days)
      • Are shipping and handling charges covered?
      • Acceptable return condition (i.e.: unopened box)
    Optimizing your item offer Make your listing stand out!
    • Optimizing product search - Help buyers find your item
      • Use as many searchable keywords as possible (for example: 2, two, II)
      • Use a format of keyword [space] keyword [space] keyword
      • Create a search-effective title, for example: "14K Gold Vintage Elgin Pocket Watch 1907 Antique“
      • Avoid ineffective titles, such as:L@@K best watch on eBay…Wow!
      • The only searchable word is "watch,“ (thousands of listings with "watch" in the title on eBay)
    • Promotion techniques: Cross-Promotions
      • A buyer bids on your item
      • A buyer wins your item
      • A buyer views your listing (for eBay Store sellers only)
    Optimizing your item offer Make your listing stand out!
    • Thank You!