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During the Auction: Encouraging Repeat Business

by Dennis Prince

A second sale is dependent upon how well the first went. With competition heating up at the online auction sites, sellers who are in it for the long haul need to be sure that when they serve a new customer, that customer will return for more. In most scenarios, repeat customers are cheaper and easier to serve in subsequent transactions, and that's why it's in your best interest to delight your customers at every turn, persuading them that you should be among their "sellers of choice." Though it takes some extra effort to keep them coming back for more, it's an effort that clearly will benefit your business.

So what sorts of things can you do to keep your customers coming back? Glad you asked.

Say 'Thank You' (Repeatedly)
First off, understand that good customer service is all about attitude. If you truly value your customers and their contribution to your bottom line, you can't help but be thankful. So go ahead and thank the customers who come to shop for your wares, even before they've purchased anything. If you're forthcoming with your desire to answer their questions, allay their concerns, and treat them with respect, they'll likely see you're committed to your business as well as to their satisfaction.

Tell them, "Thank you for your interest in my merchandise," "Thank you for your bid," "Thank you for your fast payment," and "Thank you for your business." This is the first step in building good and hopefully long-lasting customer relationships. Too many merchants and businesses take their customers for granted these days, and your thankful attitude quickly will identify you as a bright spot in a sometimes cold, impersonal, and occasionally unfriendly marketplace.

Over-Deliver on What You Promise (Every Time)
Keep in mind that any seller who merely meets customer expectations easily can be matched and replaced by another seller offering the same level of service. But when you exceed your customers' expectations, you're more likely to be remembered and sought out when customers come back looking for more. How can you over-deliver? Try these simple methods:

Toss in a trinket with an item. Simple baubles like "thank-you" cards, small toys, candy, bows, or even a cleverly designed business card will add a special touch and show you care about your customer beyond their purchase. Also, think about including a little extra that relates to the item purchased. For instance, here's a good idea that was proposed by a seller in the AW Message Center: If you sell a DVD, include a packet of microwave popcorn.

Upgrade the shipping or offer free shipping. When those bidding wars ensue and you make out much better than you expected on an item, consider surprising the high bidder with upgraded or free delivery. That's definitely an extra that's always remembered.

Ensure your items always will be considered "better than expected." Be careful in grading and consider slightly undergrading your items so your buyer will be sure to be pleasantly surprised at how much better the item appears upon receipt.

If ever there's a problem, don't delay in resolving it. Though many sellers fear being abused or exploited by unsavory buyers, it's not worth risking your reputation by being hard-nosed. Take care of the customer quickly, whether it is by way of replacement or refund, and keep a smile on your face throughout the process.

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