Why 95% of eBay Sellers Fail!
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| by Todd Reese |
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eBay is now the 8th most visited site
on the internet and it has just one purpose - sales. With
40 million visitors per month most eBay sellers are
missing a golden opportunity. They are missing the
opportunity to cultivate long term clients.
It is a proven fact in marketing that you will continue to
buy over and over again from people and companies that you
know, like and trust. Yet 95% of all internet marketers
fail when it comes to eBay. Most are looking for the fast
buck. They have completely miss the opportunity to use
eBay as a lead generation tool. They miss the opportunity
to create a list of people that will be willing to consume
your products over and over again.
Lead generation on eBay can be accomplished in several
ways. The most popular way is by using the self
liquidating ad. A self liquidating ad is one that pays for
itself. In other words your customer directly pays your
advertising costs. They purchase from you, some form of
advertising.
Let me give you an example of a self liquidating
advertisement. Recently I saw in a magazine an ad for a
pair of sunglasses. The ad claimed that the sunglasses
were free you just had to pay the shipping and handling
costs. My guess is that the advertiser probably wasn’t
making much if any money on the sunglasses. But they also
weren’t losing any money. The shipping and handling most
likely covered their actual costs. What they really wanted
was something far more valuable – your contact
information and your “permission” to market to you. In
other words they are looking for qualified prospects -
prospects that are interested in the products and services
they are selling.
Once a company has your contact information and
“permission” to market to you, they will begin to
establish a relationship. They will do this in a variety
of ways including sending you ads for other product and
services you may be interested in. Over time most
customers will be worth many times more than their initial
purchase.
Since eBay is purely commerce site it is a perfect place
to do a self liquidating ad. Let’s look at an extreme
example. Let’s pretend that you own a car dealership
that only sells high end cars. We will assume that your
average car sells for $65,000. One way you could use a
lead generation self liquidating ad would be by
“selling” a special report. For example you could sell
a report on eBay entitled “18 Ways to Drive the Car of
Your Dreams for Less Than the Cost of a Yugo”.
Do you think a report like that would get some attention?
You bet it would. The report is really nothing more than
an advertisement for you. Of course you would have to
write a report that had real content and offered up ways
for the consumer to really do as the title suggests. A
report like this however, would cost you literally nothing
to produce – except your time – and there would be no
overhead, no inventory, and no headaches.
Since this report would be nearly all profit you could set
a low “Buy It Now” price ($4.97) to attract a huge
number of prospects. The revenue generated would easily
offset the eBay’s seller fees.
In the report you could suggest several real ways for
people to drive a luxury car for little money. You could
also list in the report a resource for them to research.
The resource you suggest would of course be your car
dealership.
The report did not cost you anything to produce or sell
and it fully paid for itself with each person that
ordered. The person buying the report is more likely
interested in what you have to offer and are therefore
partially qualified. Anybody that contacts you after
reading the report is a fully qualified prospect and
should be marketed to aggressively.
Once you have their name and contact information you could
send them a weekly “hot sheet” of cars that you are
trying to sell. Once they purchase you could then sell
them accessories and branded clothing. If they were close
to your shop you could sell them on servicing. And the
list goes on and on.
If you study eBay there very few people using it as a lead
generation tool. Yet lead generation and specifically
self-liquidating advertising is a proven winner. Almost
every type of business can benefit from lead generation
advertising. If done correctly lead generation advertising
can actually become another source of revenue for your
company. Special reports are one excellent low cost lead
generation tool that you can use. Look at eBay as more
than just a fast buck. Look to eBay as a way to create
long term clients. eBay if worked properly can be your
best source of fresh leads and can really explode your
sales.
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| About
the Author: Todd Reese is an information marketer, eBay
seller consultant, and author of http://www.AutoDigitalDelivery.com.
His specialty is turning struggling eBayers into Power
Sellers. |
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