Your salesperson can’t emote
with her arms or kick the tires to show the customer durability. The right
marketing and presentation approach, however, can help you achieve the same
persuasive and emotional results.
Lots of photos coupled with an ironclad
guarantee is as good as kicking the tires, for example. By writing clear,
strong benefit statements you can connect directly with customer desires.
That’s a form of emoting. If you describe your product and make the effort to
close throughout the description, that’s better than most retail sales staff
efforts. Think about it. You have to train sales staff and then keep on them to
make sure they’re presenting merchandise properly. With an eBay description,
you write it once and then the same presentation is viewed by multitudes (hopefully). You can even tweak it and improve upon it and measure the performance
of your changes in terms of bids and purchases.
There are a lot of upsides to selling on
eBay. You can build relationships via the Web and eBay that you might not
otherwise been able to develop. You can easily cross-promote, getting varied
merchandise in front of the customer immediately. That’s not something that
always possible in the physical world. As Martha Stewart would say, it’s a good
thing (as she curses her probation tracking bracelet).
P.S. Amazon.com knocked
32% off the cover price of “The
7 Essential Steps to Successful eBay Marketing” (McGraw-Hill, 2005).
Walmart.com sells if for 36% off!