Auction Sales

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.

Latest News

Wall Street Journal Blogs

Bush Takes Steps to Ease Holiday Air Travel Delays New York Times, United States - 15 hours ago The airlines would pick half of the slots to be auctioned and the government would choose the other half. Transportation officials said the auctions at the ... Video: Bush Tries to Ease Air Travel Congestion AssociatedPress Bush Unveils Operational Initiatives Aviation Week Bush: Government should 'make airlines more accountable' ATWOnline MarketWatch - Aero-News Network all 807 news articles

Canada.com

Is the sky falling on auto auctions? Canada.com, Canada - 8 hours ago A 1938 Bugatti Atalante was up for auction in London last month. Mind you, the cars that have been demanding and receiving huge money at auction have to be ... Barrett-Jackson to auction off first Thunderbird Bizjournals.com all 4 news articles

Austria Clearingbank in first interbank auction Forbes, NY - 6 hours ago In Wednesday's maiden auction, banks could say how much 2-month and 3-month money they were either offering to lend or requesting to borrow. ...

Bargains Galore During Extended Happy Hour Auctions At eBid.Net PR Web (press release), WA - 5 hours ago In the run up to the holidays, online auction site, eBid.net is giving bargain hunters the chance to snap up the best deals from the comfort of their own ...

Mass. regulator accuses Oppenheimer & Co. of fraud The Associated Press - Nov 18, 2008 The complaint alleges Lowenthal sold nearly $1.8 million in such securities two weeks before auctions began to fail in February. The complaint also alleges ... Oppenheimer Accused in Auction-Rate Complaint Wall Street Journal Brokerage is charged with fraud Boston Globe (registration) The Region in Brief Siglo21 Boston Globe (registration) all 132 news articles

UK auctions 4 million EU CO2 permits Reuters UK, UK - 7 hours ago LONDON (Reuters) - The government said it auctioned 4 million European Union carbon emissions permits on Wednesday at 16.15 euros (13.5 pounds) a tonne. ... Bloomberg to be the Auction Platform for UK Carbon Allowances in ... MarketWatch UPDATE 1-EU carbon rises following UK permit auction Forbes all 27 news articles

UPDATE 1-Bank of Canada to adjust purchases at auctions Reuters - Nov 17, 2008 TORONTO, Nov 17 (Reuters) - The Bank of Canada said on Monday it is adjusting its purchase of nominal bonds at auctions for balance sheet purposes, ... Bank of Canada says no transactions for term PRA Reuters Bank of Canada gives details on liquidity measures Reuters all 16 news articles

ConocoPhillips auctions off plant KFSM, AR - Nov 18, 2008 The company is hoping for a minimum bid of $1.25 million in its online auction. The buyer will need to move the plant out of Ponca City. ...

Study Suggests Buying Toxic Assets Could Work NPR - 20 hours ago Ausubel and Cramton had run these auctions before, and on a large scale. They began working on a plan with officials at the Treasury Department. ... Gaming The Financial System Newsweek all 2 news articles

Joey Kramer Auctions off the Ultimate Aerosmith Experience! Aerosmith - 1 hour ago Joey Kramer is going to attend the live auction on Thursday in NYC to hand off his drum set from his last tour to its NEW lucky owner! ...