This July at Summer NAMM, Blues Angel Music owner, Jim DeStafney and I presented a NAMM U session on "Ten Key Strategies To Maximize eBay Sales and Profits." We've found that listing platforms like eBay and Reverb.com, provide the small independent music store the capability to sell online with the same visibility and effectiveness as the industry's retail giants. Here is an abbreviated summary of our NAMM session, that may well help you improve your eBay/Reverb sales results!
#1 Pursue Used Gear and Musical Equipment: In our store we emphasize the procurement of used musical gear. We buy it, trade for it, and solicit for it in every way we can. Buying used gear right equates to strong margins, even factoring in site selling fees. If you have repair shops, you can buy broken items for pennies on the dollar, repair them, and sell for huge margins.
#2 Provide World Class Customer Service: Strive to meet or exceed your customers' expectations from the start to finish of their buying experience with your store. We test, detail, setup, and thoroughly package every item we sell. I want my new customers to say "Wow!" when their purchase arrives. Turn that eBay/Reverb customer into your customer. Connect with each customer on a direct, personal level. Give them something free: Candy, a coupon towards subsequent purchase, a store brochure. Make them YOUR repeat customer!
#3 Be a Great Communicator: Starts with thorough item listings. Keep no secrets from your buyers. Good grammar is important. Keep the buyer informed during each and every step of the eBay/Reverb process.
#4 Optimize Your Listing: Keep listings accurate and honest. Avoid subjective descriptors ("perfect," "mint," "awesome.") This will reduce returns and save money. Anticipate questions and include them in the write up (nut width, mouthpiece, case, et cetera) This will reduce emails and questions. Pitch your brick and mortar store! We include a picture of our logo, store, and store personnel to show our customer they are dealing with real people
#5 Take Good Pictures: Buy a good camera and learn how to use it. Picture quality is extremely important. Use all the pictures you're allotted. A small "studio' set up in your store can really enhance your photo quality. "A picture paints a thousand words!"
#6 Become a Top Rated Seller: Being a Top Rated Seller improves your bottom line by 20 percent. It moves your listings higher so customers see your listings first. That "Top Rated Seller" logo gives your customers assurance they're buying from the best.
#7 Pack and Ship with Pride: Packing and shipping proficiency is critical. We have a tracking sheet that goes with the item from "Sale to Mail," ensuring that all processes are completed (prep, test, detail) and no items forgotten (whammy bar, power supply, et cetera) Shipping materials are expensive, but don't cut corners. Recycle all incoming materials you can. We use double-walled boxes, quality tape, and plenty of bubble wrap.
#8 Sell to the World: Don't be afraid of international buyers. International purchases make up for about 15-20 percent of our online sales, and many of them are repeat customers. There are some countries to avoid, so be on the lookout. Shipping costs are one of the largest headaches international sales. The current eBay calculator is frequently inaccurate. We encourage international customers to contact us for a price quote before buying or making an offer. We can then provide them with accurate shipping estimates
#9 Protect your Feedback, Love your Returns, Properly Handle Disputes: We provide our buyers with positive feedback immediately upon purchase, and ask them to do the same. This has doubled the number of feedbacks we receive. Respond to problems quickly and be quick to accept returns but also offer assistance and solutions. Use eBay/Reverb Seller Support. They can be a great source of information when dealing with disputes. Returns are a part of doing business online. Accept the return and get back to the business of selling!
#10 Keep Adding Listings: If you want to grow your eBay site set daily, weekly, and monthly listing goals. Make them happen! The more you have listed the more you will sell.
In the eBay world – just as in your brick and mortar store – success requires attention to details. Strive for efficient processes, treat your customers like kings and queens, and sell, sell, sell!
