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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 Wed. December / 11 / 2019

Rare Whiskey Collection Expected to Fetch $10 Million at Auction - The New York Times
  1. Rare Whiskey Collection Expected to Fetch $10 Million at Auction  The New York Times
  2. The Largest Private Whisky Collection To Go Up For Auction Could Be Worth $10 Million  Forbes
  3. 'World's largest' Scotch whisky collection could fetch $10.5 million at auction  CNN
  4. World's Largest Private Collection of Whisky Could Fetch £8 Million at Auction  Barron's
  5. Coloradan's whiskey collection with over 3900 bottles heads to auction  9News.com KUSA
  6. View full coverage on Google News

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Auction calendar: December 13, 2019  Wisconsin State Farmer

TCA Stallion Season Auction Set for January - BloodHorse.com
TCA Stallion Season Auction Set for January  BloodHorse.com

Industry: Irish solar needs feed-in tariffs and more auctions - PV-Tech
Industry: Irish solar needs feed-in tariffs and more auctions  PV-Tech

Office building on 280 corridor set for auction - Birmingham Business Journal
Office building on 280 corridor set for auction  Birmingham Business Journal

Jack Nicklaus' gold Rolex watch sells for $1 million at auction - CNBC
Jack Nicklaus' gold Rolex watch sells for $1 million at auction  CNBC

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FCC's Next 5G Spectrum Auction is Underway  Telecompetitor

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Big Oil's Wishlist The Hottest Oil Auctions In 2020  OilPrice.com

PODCAST: Doug Hadden of ACV Auctions - Auto Remarketing
PODCAST: Doug Hadden of ACV Auctions  Auto Remarketing

Auction 103 concludes second round with $715M in bids - FierceWireless
Auction 103 concludes second round with $715M in bids  FierceWireless

Christie’s Isn’t Worried Political Unrest Will Affect Its New Hong Kong Auction - Observer
Christie’s Isn’t Worried Political Unrest Will Affect Its New Hong Kong Auction  Observer

History up for sale at Limpert Bros. liquidation auction set for Saturday - The Daily Journal
History up for sale at Limpert Bros. liquidation auction set for Saturday  The Daily Journal

Saudi Aramco Shares Climb 10% in Pre-Market Auction - Bloomberg
Saudi Aramco Shares Climb 10% in Pre-Market Auction  Bloomberg

Bid on unique experiences for fans of every team - MLB.com
Bid on unique experiences for fans of every team  MLB.com

Matsu Sushi closes, auction canceled - Westport News
Matsu Sushi closes, auction canceled  Westport News

Kalamazoo’s old candy cane decorations fetch thousands at auction - mlive.com
Kalamazoo’s old candy cane decorations fetch thousands at auction  mlive.com

Princess Diana's Famous 'John Travolta Dress' Fails to Sell at Auction - PEOPLE.com
Princess Diana's Famous 'John Travolta Dress' Fails to Sell at Auction  PEOPLE.com

Westminster annexing former Livestock Auction, site planned for 40 workforce housing units - Baltimore Sun
Westminster annexing former Livestock Auction, site planned for 40 workforce housing units  Baltimore Sun

Phillips’ New York Game Changers Auction Sets Records With Over $20 Million in Sales - Barron's
Phillips’ New York Game Changers Auction Sets Records With Over $20 Million in Sales  Barron's

For Auctions, It’s ‘No Froth,’ but ‘Steady.’ That’s the New Normal. - The New York Times
For Auctions, It’s ‘No Froth,’ but ‘Steady.’ That’s the New Normal.  The New York Times

Sicilian Homes Went Up for Auction Starting at €1. More Than 100000 People Called. - The Wall Street Journal
Sicilian Homes Went Up for Auction Starting at €1. More Than 100000 People Called.  The Wall Street Journal

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Christie’s Will Launch a New Hong Kong Auction to Coincide With Art Basel, Undeterred by Ongoing Protests  artnet News

Mapleton Daze On-Line Silent Auction ends Dec. 12 - The County
Mapleton Daze On-Line Silent Auction ends Dec. 12  The County

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From cancelled fairs to street art's auction room takeover: the art market's fruitiest stories of 2019  Art Newspaper

Buyer returns Grease jacket to Olivia Newton-John after auction - BBC News
Buyer returns Grease jacket to Olivia Newton-John after auction  BBC News

Hollywood Artifacts Take Center Stage at Julien’s Auctions - Barron's
Hollywood Artifacts Take Center Stage at Julien’s Auctions  Barron's

Sea Save Foundation's Annual Auction Ends December 19th - PRNewswire
Sea Save Foundation's Annual Auction Ends December 19th  PRNewswire

Bulletin board auction is just heating up | News, Sports, Jobs - The Daily Times
Bulletin board auction is just heating up | News, Sports, Jobs  The Daily Times

US wine buyers turn to auctions to dodge Trump tariffs - Financial Times
US wine buyers turn to auctions to dodge Trump tariffs  Financial Times

Royal Treasures from Queen Elizabeth's Aunt and Uncle Head to the Auction Block - TownandCountrymag.com
Royal Treasures from Queen Elizabeth's Aunt and Uncle Head to the Auction Block  TownandCountrymag.com

FCC's Latest 5G Spectrum Auction Gets Underway - Multichannel News
FCC's Latest 5G Spectrum Auction Gets Underway  Multichannel News

Jack Nicklaus' Rolex Sells for $1.22 Million at Auction - InsideHook
Jack Nicklaus' Rolex Sells for $1.22 Million at Auction  InsideHook

Massive Scotch whisky collection could fetch $10.5 million at auction - ABC News
Massive Scotch whisky collection could fetch $10.5 million at auction  ABC News

Christmas auction to aid vets, tots - Rome Sentinel
Christmas auction to aid vets, tots  Rome Sentinel

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Rocky start for inaugural hemp auction, but more events are planned Hemp biomass auction off to a rocky start with more events soon  Hemp Industry Daily

The 9 most expensive Disneyland items sold at auction featuring 1,500 theme park collectibles - OCRegister
The 9 most expensive Disneyland items sold at auction featuring 1,500 theme park collectibles  OCRegister

NORPAC auction ‘significantly’ bids up price - KOIN.com
NORPAC auction ‘significantly’ bids up price  KOIN.com

John Hendrix's Hex LLC Wins Auction for Furie - Wall Street Journal
John Hendrix's Hex LLC Wins Auction for Furie  Wall Street Journal

Fall Art Auctions See Significant Declines - The New York Times
Fall Art Auctions See Significant Declines  The New York Times

Former Nike Employee Of Over 30 Years Lists A Major Haul Of Rare Samples on eBay - Sneaker News
Former Nike Employee Of Over 30 Years Lists A Major Haul Of Rare Samples on eBay  Sneaker News

DNR to auction public land in 'prime locations' throughout Michigan - MLive.com
DNR to auction public land in 'prime locations' throughout Michigan  MLive.com

Turkish Treasury borrows $976M through auctions - Anadolu Agency
Turkish Treasury borrows $976M through auctions  Anadolu Agency

Legend Rare Coin Regency Auction 35 - CoinWeek
Legend Rare Coin Regency Auction 35  CoinWeek

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Rare art, collectibles up for auction in Detroit  Crain's Detroit Business

This Season’s Auctions? The “Old Normal” Says Head of Citi Art Advisory - Forbes
This Season’s Auctions? The “Old Normal” Says Head of Citi Art Advisory  Forbes

Jack Johnson is an all star....At stocking the Penguins’ holiday auction basket - PensBurgh
Jack Johnson is an all star....At stocking the Penguins’ holiday auction basket  PensBurgh

NOAA: Rafaels misreported fish disappeared at Whaling City auction - SouthCoastToday.com
NOAA: Rafaels misreported fish disappeared at Whaling City auction  SouthCoastToday.com

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Pristine Copy Of First Marvel Comics Issue Auctions For $1.26 Million  DOGOnews

Auction prices for regional carbon dioxide allowances have increased since the 2017 low - EnerCom Inc.
Auction prices for regional carbon dioxide allowances have increased since the 2017 low  EnerCom Inc.

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Looking For Property? DNR Public Land Auction Starts Tuesday  WWJ Newsradio 950

Do I hear $1,000? Auction of Hahnemann University Hospital equipment begins - Philadelphia Business Journal
Do I hear $1,000? Auction of Hahnemann University Hospital equipment begins  Philadelphia Business Journal

Gavel will drop one last time at Suess Auctions - PostBulletin.com
Gavel will drop one last time at Suess Auctions  PostBulletin.com

Oil companies swap stakes in Mexico as government holds off on auctions - Reuters
Oil companies swap stakes in Mexico as government holds off on auctions  Reuters

Silent auction held to benefit United Way | News, Sports, Jobs - Marquette Mining Journal
Silent auction held to benefit United Way | News, Sports, Jobs  Marquette Mining Journal

Treasury yields rise slightly as investors monitor US-China trade - CNBC
Treasury yields rise slightly as investors monitor US-China trade  CNBC

Michigan DNR to auction off 147 parcels of public land - Detroit Free Press
Michigan DNR to auction off 147 parcels of public land  Detroit Free Press

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Mecum auto auction sells $9M in KC — here's a look at the 10 highest-priced vehicle sales  Kansas City Business Journal

Iconic Princess Diana Dress Fails To Sell At Auction - The Inquisitr
Iconic Princess Diana Dress Fails To Sell At Auction  The Inquisitr

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DNR public land auction to begin Tuesday 12/10  WILX-TV

Many 1904 World's Fair items featured in auction Saturday - STLtoday.com
Many 1904 World's Fair items featured in auction Saturday  STLtoday.com

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Auction for 'world's fastest UPS truck' canceled after UPS shows title  Business Insider

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DNR land in St. Clair County set for auction  The Times Herald

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Isle of Wight family sell Chinese censer for £62,500 at auction  Isle of Wight County Press

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From startup to $1.5B: ACV Auctions becomes Buffalo's first 'unicorn'  Buffalo News

GE in Salem auctions off equipment in wake of production shutdown - Roanoke Times
GE in Salem auctions off equipment in wake of production shutdown  Roanoke Times

WATCH: History up for auction at Vineland's Limpert Brothers - Vineland Daily Journal
WATCH: History up for auction at Vineland's Limpert Brothers  Vineland Daily Journal

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Lima Noon Sertoma's annual Christmas Auction  Your News Now

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Farmland Auctions: A Wild Day in Southeast South Dakota  Successful Farming

Michigan to auction 150 parcels of public land - The Detroit News
Michigan to auction 150 parcels of public land  The Detroit News

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Glinda's 'Wizard of Oz' Test Wand, Mitzi Gaynor’s Costumes Up for Auction  Hollywood Reporter

Sanibel Island's 'Spider in the Sand' to go up for auction - Wink News
Sanibel Island's 'Spider in the Sand' to go up for auction  Wink News

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SEVEN Concours, Powered by Silverstone Auctions, Brings the Riyadh Car Show Auction 2019 to Global Bidders via Proxibid  Associated Press

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Bilbo Baggins' pipe up for auction by Julien's Auctions  TheOneRing.net

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Dismal year for collector car auctions or just a return of sanity?  The ClassicCars.com Journal

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3 Auctions Rule Digital Advertising. Here's A Guide To Navigating Them  AdExchanger

Dec 15 | 2nd Annual Charity Gala & Silent Auction | Calabasas - Patch.com
Dec 15 | 2nd Annual Charity Gala & Silent Auction | Calabasas  Patch.com

Senate Commerce Committee OKs C-band auction bill - FierceWireless
Senate Commerce Committee OKs C-band auction bill  FierceWireless

County's auction of admin building unsuccessful, new auction held through Iron Horse - Richmond County Daily Journal
County's auction of admin building unsuccessful, new auction held through Iron Horse  Richmond County Daily Journal

Maxwell, Cummins, Morris part of second set at IPL auction | ESPNcricinfo.com - ESPNcricinfo
Maxwell, Cummins, Morris part of second set at IPL auction | ESPNcricinfo.com  ESPNcricinfo

Kimball Arts Hosts "Deck the Halls" Online Auction Through Dec. 23 - KPCW
Kimball Arts Hosts "Deck the Halls" Online Auction Through Dec. 23  KPCW

Hitler's top hat up for auction in Germany - Reuters
Hitler's top hat up for auction in Germany  Reuters

Shrewsbury nets almost $1M at tax delinquency auction - Worcester Telegram
Shrewsbury nets almost $1M at tax delinquency auction  Worcester Telegram

Former ACV Auctions employees files legal complaint against company - Buffalo Business First - Buffalo Business First
Former ACV Auctions employees files legal complaint against company - Buffalo Business First  Buffalo Business First

The First-Ever Marvel Comic Book Has Sold at Auction for $1.26 Million - Observer
The First-Ever Marvel Comic Book Has Sold at Auction for $1.26 Million  Observer

Contents of abandoned Arizona safe deposit boxes go up for auction - KTAR.com
Contents of abandoned Arizona safe deposit boxes go up for auction  KTAR.com

The Three Most Expensive Watches Ever Sold at Auction - Bloomberg
The Three Most Expensive Watches Ever Sold at Auction  Bloomberg

ACV Auctions closes on $150 million in venture capital, the largest single round in Buffalo history - Buffalo Business First - Buffalo Business First
ACV Auctions closes on $150 million in venture capital, the largest single round in Buffalo history - Buffalo Business First  Buffalo Business First

Record prices but dismal sell-through rates at Middle East auctions - The ClassicCars.com Journal
Record prices but dismal sell-through rates at Middle East auctions  The ClassicCars.com Journal

Should I buy a car at an auction? - Boston.com
Should I buy a car at an auction?  Boston.com

Gold bars, jewelry for auction of unclaimed safe deposit boxes - 12news.com KPNX
Gold bars, jewelry for auction of unclaimed safe deposit boxes  12news.com KPNX

Branson pianist donates keyboard for auction to benefit Salvation Army - KNWA
Branson pianist donates keyboard for auction to benefit Salvation Army  KNWA

Michigan DNR holds winter land auction - UpperMichigansSource.com
Michigan DNR holds winter land auction  UpperMichigansSource.com

Surplus public land in Michigan going on auction block - WILX-TV
Surplus public land in Michigan going on auction block  WILX-TV

Andrew Wyeth's work at auction in Hillsborough - WRAL.com
Andrew Wyeth's work at auction in Hillsborough  WRAL.com

Alex Rodriguez's Bat, Ball & Uniform From 600th HR Hits Auction Block - TMZ
Alex Rodriguez's Bat, Ball & Uniform From 600th HR Hits Auction Block  TMZ

IPL 2020 Auction: Three teams that might bid for Robin Uthappa - The Cricket Times
IPL 2020 Auction: Three teams that might bid for Robin Uthappa  The Cricket Times

Meghan Markle’s ‘Deal or No Deal’ Briefcase Is Up for Auction - Us Weekly
Meghan Markle’s ‘Deal or No Deal’ Briefcase Is Up for Auction  Us Weekly

Party Central: Galatoire's table auction, winter wonderland at the Elms - NOLA.com
Party Central: Galatoire's table auction, winter wonderland at the Elms  NOLA.com

Penguins Wives Association to Host Holiday Basket Auction - NHL.com
Penguins Wives Association to Host Holiday Basket Auction  NHL.com

Fire sale: Retired Martin County fire station, other properties up for auction next week. - TCPalm
Fire sale: Retired Martin County fire station, other properties up for auction next week.  TCPalm

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