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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.
 MORE RESOURCES updated Sat. February / 04 / 2012
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Posted On Sunday, February 05, 2012 at 08:18:06 AMPune MirrorBut, even before the auctions began, yet another chapter in the soap opera called IPL unfolded in full public view. “Our emotions were never appreciated and many genuine situations were not given due consideration at all. We really feel such one-sided ...and more » |
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Brady Jersey Sells For $46000WLWT CincinnatiINDIANAPOLIS -- A football jersey that New England Patriots quarterback Tom Brady wore in an NFL game has sold for $46000 at an auction in Indianapolis. Hunt Auctions says an anonymous bidder bought the 2011 game jersey at The Super Bowl XLVI Live ...and more » |
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Brady Jersey Sells For $46KWCVB-TVINDIANAPOLIS -- A football jersey that New England Patriots quarterback Tom Brady wore in an NFL game has sold for $46000 at an auction in Indianapolis. Hunt Auctions says an anonymous bidder bought the 2011 game jersey at The Super Bowl XLVI Live ...and more » |
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State Auction Brings Big Crowd, High BidsKTXLThose are just a few examples of the myriad of options the public had to bid on Saturday during California's surplus auction in Sacramento. The auction happens every few months, but this go-around more people than usual tried their hand at holding up a ... |
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Save the dates for these Lehigh Valley eventsAllentown Morning CallThe fundraiser includes live entertainment by students and alumni, food catered by culinary arts students and a silent auction. For tickets, $20, adv.; $25, door, adults; $10, adv.; $15, door, students, visit http://www.friendsoflibertytheatre.org or ... |
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The sweet lifeThe Herald ArgusMarks has been auctioning her cakes, decorated sugar cookies, chocolate-covered Rice Krispy treats, chocolate-covered strawberries and cupcakes ever since she opened a Facebook page called Jashco Cakes last August. The baker said she took two intro to ... |
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