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Advanced Selling Strategies


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Advanced Selling Strategies

  1. 1. Advanced Selling Strategies Matt Ledwith Director Top Seller Development
  2. 2. Important Information © 2007 eBay Inc. All rights reserved. No part of these materials may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior permission of eBay Inc. eBay, eBay Live!, and the eBay logo are registered trademarks of eBay Inc. PayPal and the PayPal logo are registered trademarks of PayPal Inc. Other trademarks and brands are the property of their respective owners. Please do not take our picture or record the class without asking permission.
  3. 3. Agenda Structuring Your Business on eBay • Marketing and Merchandising—Thinking Like • Your Buyer Scaling and Growing Your Business • Summary • Q&A •
  4. 4. Structuring Your Business on eBay A business on eBay is like any other business… • Find the right items to sell – Manage your inventory and determine where and – how to sell Observe and outperform your competitors – Provide world-class customer support – You need to experiment, measure and repeat • There’s not one “best practice” that works • for all products all of the time
  5. 5. Understanding the eBay Marketplace eBay’s Seller Central and • seller communications Top buyers searches by – category Hot, in-demand items – New releases and promotions – PowerUp • Off-line Newsletter – sharing best practices
  6. 6. eBay Sales Reports Plus Free tool for • all sellers Understand the • main drivers of your business Measure results – against goals Identify areas – of opportunity/ improvement Tip: eBay Accounting Assistant saves valuable time by exporting eBay and PayPal transaction and fee data to QuickBooks®
  7. 7. Stores Traffic Reports & Marketplace Research eBay Stores Traffic Reports • Understand which items buyers – visit and are searching for Optimize your listing titles – and pages Cross-promote your most – popular listings eBay Marketplace Research • Make data-based sourcing – and selling decisions Reports sales trends for – products Includes Average Sold Price, – Items Sold, Items Listed
  8. 8. Third-Party Marketplace Data Providers eBay data providers • Terapeak ( – Mpire Researcher – ( Andale ( – Hammertap – ( Available data includes: • Closed listings pricing info – Category-specific data – Sales trends – Hot-selling products – and categories
  9. 9. Finding Merchandise to Sell Reseller Marketplace A B2B marketplace for • PowerSellers to source for resale Sellers: manufacturers, • liquidators, wholesalers Benefits: • Great values – Buy in lots for resale – No long-term or volume – minimums
  10. 10. Additional Sources of Supply Trade shows—find a trade show in your industry • Resell used goods—estate sales • Buy directly—find a distributor and buy direct • Find wholesale suppliers • Trading Assistants—sell on behalf of others •
  11. 11. Structuring Your Business on eBay Use the resources on eBay to understand • which products are in high demand Investigate third-party market research tools • Let your research drive the products, • categories and prices at which you sell Experiment, measure and repeat! • Get the right product, in the right place • at the right time!
  12. 12. Marketing & Merchandising Thinking like your buyer
  13. 13. Thinking Like Your Buyer Drive buyers to your items • Develop effective eBay listings – Price your items to attract buyers – Promote your eBay store – Use eBay Express – Keep buyers satisfied—and make them • repeat customers Customer support – Cross-promotion and up-selling – Clear and fair shipping prices –
  14. 14. Listing Titles Use all 55 characters • Use words people most often • use when searching Brands and model – Condition, color, style, size – Use browse words • NR or No Reserve – Free Shipping – Offer several points of entry • “Shawl” and “wrap” – “Notebook” and “laptop” – Utilize Subtitles where • appropriate
  15. 15. Item Descriptions Provide all data that buyers • need to make a decision in one place Repeat item title – Include complete product info – Use item specifics when – available Provide clear payment info – Clearly state shipping costs – and time frames Include links to your eBay Store – Item Description is the most valuable tool for creating search engine-friendly listings!
  16. 16. Effective Photos Clear images • Photo at top of listing • Multidimensional views • Use Picture Manager to save $ • Own pictures or get permission • Tip: Use Gallery feature to display your item picture with search and browse results
  17. 17. Shipping Clearly state policies— • returns, feedback, sales tax, etc. Include shipping costs—flat • rate, calculated or at no cost Set buyers’ expectations • about when you ship your items (e.g., quot;within 24 hours of payment”) Offer shipping discounts for • multiple purchases eBay Shipping Center:
  18. 18. eBay Formats Auction-style • Best Practice: • Use Reserve sparingly—Reserve Fixed Price • deters bids Buy it Now (BIN) – • Best Offer—Receive price-based offers for Fixed Price listings Fixed Priced – • Store Referral Credit—save 75% Stores Inventory (SIF) • on Final Value Fees on qualified transactions Fixed Price –
  19. 19. Promoting Your eBay Store Promote your eBay Store and • Store Inventory in every listing • Utilize cross-selling functionality • Include search keywords in your Store name, description and categories • Promote your Store both on and off eBay using: Listing feeds – Email marketing – Promotional flyers – Listing frames –
  20. 20. Acquire Buyers—eBay Express Double your exposure • for Fixed Price and eBay Store Inventory listings! Qualified listings show – up automatically with no additional work Buyers pay upfront – via Shopping Cart and Checkout No changes to your – selling experience
  21. 21. Delivering a Superior Buyer Experience Clear and fair shipping prices • Address customer questions promptly • to establish trust and rapport Over-deliver on expectations •
  22. 22. Buyer Retention & Managing Sold Items Reduce Unpaid Items: • Utilize Seller – Preference in My eBay to restrict undesirable buyers Communicate with – buyers early and often Utilize Immediate – Payment through PayPal on Fixed Price Listings
  23. 23. Marketing & Merchandising To attract and retain buyers you need to: • Think like a buyer – How do buyers find your items? • How do buyers like to be treated? • Use your buyers’ behavior to drive your – business strategy
  24. 24. Scaling & Growing Your Business
  25. 25. Tools to Help You Scale Your Business eBay Listing Tools • Turbo Lister: desktop tool with reusable listing templates – File Exchange: create listings by sending a flat file to eBay – eBay Listing Management Tools • Selling Manager/Selling Manager Pro: Web-based sales – management tools designed to help sellers manage sales more efficiently eBay Blackthorne: desktop listing and sales management tools – designed to save time Third-party Tools • eBay Solutions Directory provides information about third-party – software tools and services to improve your productivity on eBay
  26. 26. Grow Your Business Globally More than 50% of all eBay users live outside • the US Listing your products internationally ensures • maximum global exposure and incremental sales volume PayPal Seller Protection available for qualified • US shipments to Canada and the UK Utilize a shipping partner to help overcome • import/export issues
  27. 27. Grow Your Business Off-eBay Expand your business • to be Multi-Channel Develop your own Web site – Tap into a new and – incremental customer base Lower your cost of sales – for servicing existing customers Capture growing use of – search for finding products
  28. 28. Adding a Sales Channel Ideal for existing eBay • sellers with a regular customer base to grow their online sales Fully integrated to allow • direct listings to eBay and payments with PayPal ProStores is one-stop • shopping—with a shopping cart, hosting, reporting and more!
  29. 29. PayPal Benefits Advanced Sellers Easily receive money electronically from around • the world (16 different currencies) Automate and become more efficient • Instant payment information – Multi-user access – Company name on customers’ credit card statements – Automatic monthly eBay fees payment – Tailor online payment options to your eBay or Web • site business
  30. 30. Scaling & Growing Your Business Use listing and e-commerce management • tools to save time and boost productivity Open your business to international customers • Maintain an online storefront off eBay to • attract more online shoppers Practice safe selling •
  31. 31. 7 Steps to Scalability FREE one-on-one • consultations with eBay specialists to improve your listings 7 Steps Live—learn from • other sellers’ best practices and share your insights Visit the Seller Scalability • Center at the Solutions Center (booth #551)
  32. 32. Summary Improve the structure of your business on eBay by: • Understanding your marketplace – Using multiple sources to buy your product at the – right price Identify tactics and strategies to turn shoppers into • repeat buyers Define ways to grow your business • In the US and abroad – On and off eBay –
  33. 33. Q&A Q&A Matt Ledwith
  34. 34. Thank you! Questions? To learn more, visit to see the eBay University calendar, online tours, tutorials, and more.