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Auction Sales - Keeping Customers You Worked So Hard To Get!


If you've studied business concepts you know that finding a customer can be the most expensive part of the sales process. Once you've got a customer why not maximize the money you've already invested in the effort?

This time honored business concept certainly falls under the category of going the extra mile for a customer. Assuming your product, customer service, packaging and shipping all work together to create a positive feedback posting, here are a few simple ideas companies have been utilizing for years to help them stand out from the crowd and maximize the return on sales dollars:

? A personalized thank you

? A drop in

? A thank you gift

Personalized Thank You

Every package you send to a customer should include a personalized thank you letter. Personalized means there is a salutary greeting such as "Dear Customer Name" and your personalized signature. Why personalized? Ever hear the old sales adage, "Don't sell the product - sell the person?" It's taught to sales professionals because it works. A friendly thank you note near the end of a good transaction (more on this later) reminds the buyer they are thought of as a person, not just another sale or number. A personalized touch in today's impersonal marketplace is very refreshing.

The body copy of the note or letter is certainly up you but should be as specific to the transaction as possible (if you also include a packing slip/invoice the letter can be a little more generic). The goal of the note is to let the customer know they, and the sale, are important to you. Here's a short example:

Dear (Customer Name):

I just wanted to personally thank you for your winning bid on our (product name), Item #11111111111, enclosed. Our customers are very important to us. We realize you have a choice in selecting who you buy from and we greatly appreciate your business - now and in future.

Sincerely,

(Your Signature)

Drop-ins and gifts

A drop-in or gift provide extra chances to say thank you, create customer loyalty, increase future sales, and maximize your return on the investment of finding your customers. As an example let's say you're selling pet supplies. For a few pennies each you can have refrigerator magnets printed like business cards that include your company name, email, eBay store, or website address. They can be as simple or complex as you can afford but only need to include something like:

Acme Pet Supplies (Your company name)

For All Your Pet's Needs (A marketing line is a good idea)

Your Website Address (Either a link to your website or auctions)

Other inexpensive drop-ins and gifts could be something as simple as a business card, a sales sheet listing all the product types you carry, a gift certificate (to be used on your e-commerce website) for a future purchase, or an offer for your free newsletter. If you're selling kitchen products you could include your favorite recipe, or if you're selling poker supplies - a print out of the best starting hands might be nice.

Closing the Sales Cycle

Do you remember my comment earlier when I mentioned "near the end of a good transaction"? If you consider sending the product (with a thank you note, drop-in or gift) the end of the sales process you are missing another great opportunity to increase sales and improve you customer relations. Don't consider the sales process completed until you send your valued customer one more email. About a week or ten days after shipping the product, send a follow-up email such as:

Dear Customer Name (again, make it as personal as possible):

Just wanted to follow up on our transaction and make sure everything went smoothly for you. We trust everything went well but if you had any problems please let us know. We are always looking for ways to improve our service and your input is very important to us. We will post positive feedback for you and hope you'll do the same for us. We look forward to doing business with you again in the future.

Thanks again,

Your Name

(Suggestion: To avoid spam filters, in the subject line of your email include the eBay or auction item name and number)

Are the efforts to include a note, a drop-in, a gift, and do follow-ups a little more work and expense? Of course, but with the aid of simple automation packages on your computer the follow-ups can be somewhat automated and the drop-in or gift will help you create a returning customer.

Copyright © Steven Woodward - All Rights Reserved

About the Author:

Steven Woodward is the owner, editor and publisher of the Auction Sellers Network (ASN); a web site for individuals and companies who are serious about utilizing the online auction marketplace for their business. In addition to topical articles, ASN provides an extensive resource center, news feeds, member forums and classified ads. For more information or to become a member visit http://www.AuctionSellersNetwork.com

No permission is needed to reproduce an unedited copy of this article as long the About the Author tag is left intact and included. We do request that we be informed where it is posted and reciprocal links will be considered.


TODAYS NEWS BY OFFICEJAX FREE ADVERTISING AND AD EXCHANGE SOLUTIONSMORE RESOURCES updated Mon. December / 17 / 2018

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Landmark Sonrise sign goes up for auction - The State Journal-Register
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Bidding Now Open For Without Reserve Auction Of Former CNN Producer Wendy Walker's Rancho Santa Fe Estate - PRNewswire
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IPL 2019 Auctions: Shivam Dube, Rajneesh Gurbani and other domestic players on franchises' radar  Firstpost

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6 questions about tax foreclosure auction Wayne County needs to answer  Detroit Free Press

To fix the Wayne County tax foreclosure auction, you have to understand it. That's a problem.


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Photos: Beachfront Galveston home heading to auction this month  Houston Business Journal

A beachfront home in Galveston is one of 18 properties in Concierge Auctions' second-annual December Sale, according to a press release. Located at 17007 ...


State regulators clear Millstone nuclear plants to compete in zero-emission energy auctions - Hartford Courant
State regulators clear Millstone nuclear plants to compete in zero-emission energy auctions  Hartford Courant

Owners of the Millstone nuclear power plants will now be able to compete against wind and solar to sell power in “zero emission” state energy auctions as a ...


German regulator sets ball rolling for 5G auctions - KFGO News
German regulator sets ball rolling for 5G auctions  KFGO News

FRANKFURT (Reuters) - Germany's network regulator set the ball rolling on Monday to auction fifth-generation mobile licenses, winning a nod from lawmakers ...


IPL 2019 Auctions: Auctioneer Richard Madley Questions BCCI's Decision for Snubbing Him; Feels Deflated and Let Down - LatestLY
IPL 2019 Auctions: Auctioneer Richard Madley Questions BCCI's Decision for Snubbing Him; Feels Deflated and Let Down  LatestLY

A few days ago, Richard Madley tweeted that he will not be a part of the IPL 2019 auctions this year and has been replaced by Hugh Edmeades, a charity and ...


2018 Christmas turkey auctions at Keys in Aylsham, TW Gaze in Diss, Norwich Livestock Market and Swaffham Poultry Auctions | Farming - Eastern Daily Press
2018 Christmas turkey auctions at Keys in Aylsham, TW Gaze in Diss, Norwich Livestock Market and Swaffham Poultry Auctions | Farming  Eastern Daily Press

The chance to buy a prize-winning bird for the Christmas table will bring hundreds of bidders to traditional poultry auctions across Norfolk next week.


UPDATE 1-Brazil energy council approves sixth round pre-salt oil auction -source - Reuters
UPDATE 1-Brazil energy council approves sixth round pre-salt oil auction -source  Reuters

Brazil's National Council for Energy Policy (CNPE) in a meeting on Monday approved the sixth-round auction for the country's pre-salt offshore oil area to be ...


Auction of Bill Sharon estate is trove of local history - The Mercury
Auction of Bill Sharon estate is trove of local history  The Mercury

SPRING CITY — Known throughout Pottstown as "Bill the Cat Guy," the extensive collection of the late Bill Sharon will be auctioned off this weekend and it ...


Marilyn Monroe's Golden Globe sells for record $250,000 at auction - Reuters
Marilyn Monroe's Golden Globe sells for record $250,000 at auction  Reuters

(Reuters) - Marilyn Monroe's Golden Globe Award sold for a record-breaking $250,000 at Julien's Auctions in Beverly Hills, California, auction officials said late ...


Galatoire’s annual Christmas table auction tickets on sale - NOLA.com
Galatoire’s annual Christmas table auction tickets on sale  NOLA.com

The auctions allow attendees to reserve a table the Fridays before Christmas and Mardi Gras in the first floor dining room, which traditionally cannot be reserved.


Photos: Go inside a $6M Texas lakeview estate heading to auction this month - Houston Business Journal
Photos: Go inside a $6M Texas lakeview estate heading to auction this month  Houston Business Journal

A North Texas lakeview estate will sell to the highest bidder this month as part of Concierge Auctions' second-annual December Sale. Located at 7621 Sierra ...


New online auction for great deals - Komando
New online auction for great deals  Komando

Good Will has own online auction and it just might help you get some of the best deals ever.


Burgan Opens Online Auctions with Uptown Theatre - businessjournaldaily.com
Burgan Opens Online Auctions with Uptown Theatre  businessjournaldaily.com

YOUNGSTOWN, Ohio – Burgan Real Estate will hold an online auction, the company's first, Dec. 1 for the Uptown Theatre, 2728 Market Street. Bidding will ...


Teen auctions virginity for $100K to help pay her parents' mortgage - WISH-TV
Teen auctions virginity for $100K to help pay her parents' mortgage  WISH-TV

SYDNEY, Australia (KRON) - A teen in Sydney, Australia, who started a website to auction her virginity says she hopes to raise at least $100,000 to pay for ...


Frank Sinatra items, including 20-carat diamond engagement ring, make $9M hit at auction - USA TODAY
Frank Sinatra items, including 20-carat diamond engagement ring, make $9M hit at auction  USA TODAY

The private treasures of Frank Sinatra and his wife, Barbara, were a multimillion-dollar hit at auction.


IPL 2019 Auction Dates, Timings, Schedule: Live Streaming, When and Where to Watch, TV Timings IST - News18
IPL 2019 Auction Dates, Timings, Schedule: Live Streaming, When and Where to Watch, TV Timings IST  News18

As many as 346 players, inclusive of 226 Indians, have been shortlisted for the auction which will be conducted on December 18. The shortlist has been ...


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