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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 Mon. January / 27 / 2020

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Frank Sinatra's golden toilets auctioned off in Atlantic City  New York Post

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Mecum Auctions offers 1,750 motorcycles at South Point  Las Vegas Review-Journal

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Thai officials accidentally auction off car loaded with amphetamine  BBC News

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More than 100 vehicles up for bid at Ohio surplus auction  13abc Action News

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Foreclosure Auction Scheduled For Long-Time Framingham Restaurant  framinghamsource.com

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Former California Gov. Jerry Brown surprised by auction of father's JFK letters | TheHill  The Hill

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Chicago developer Hilco’s $240 million bid wins auction for bankrupt Philadelphia refinery  The Philadelphia Inquirer

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Lionel Train Auction Draws Bidders from Across US  businessjournaldaily.com

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Paintings Made by JFK Among a Memorabilia Auction Asking $1.5 Million  Observer

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Modi to put loss-making Air India back on the auction block  Nikkei Asian Review

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OKC West feeder cattle auction results | Markets  High Plains Journal

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Barrett-Jackson Celebrates Highest-Grossing Auction in 49-Year History With Over $141 Million in No Reserve Sales  Yahoo Finance

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Barrett-Jackson: Corvette charity car goes for $3 million at auction  AZCentral

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Popular auction set for New Year's Day - News  Wilkes-Barre Citizens Voice

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Madrala Players Mixer & Silent Auction | Art, Music and Theater  Coos Bay World

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F1 community to stage auction to help Australian bushfire victims  Formula 1

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Lyle Area Cancer celebrates 41st auction and milestone  KTTC

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Announcements: Watch & Act! Online Auction Launches In Aid Of The Australian Bushfire Crisis  HODINKEE

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