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 | eBay Complements Your Showroom
| Your retail showroom and eBay operation are complementary channels. They can work hand and hand to increase your sales.
Leverage your established retail location to lend credibility to your eBay sales. Use your eBay listings to promote your store and attract new walk-in customers.
Follow these tips to take advantage of both channels:
- Contact Us: Encourage customer inquiries and increase credibility by including your business phone, address, and hours of operation on your About Me page. Also consider including it on a company logo at the top of your listing template. On your logo, cite your years in business. Example: Specialists in Fine Americana since 1985.
- Visit Us: Encourage regional bidders to visit your showroom and view your entire inventory. Recommend that they pick up their eBay items. Include driving directions in your Store description, About Me page, and listings. On site, up-sell additional products.
- About Us: Increase customer interest and retail foot traffic by writing a concise description of your business. Include it on your About Me page and listing template. Provide specifics: your customer goals, brands, history, staff numbers, square footage.
- Product Strategy: Differentiate the products you sell in your two channels. Develop an eBay strategy and customer profile and list appropriate items. Test items in both channels and generate historical data to determine which venue is most effective.
- Cross Promotion: Link to your eBay listings from your business site.
Leverage your retail reputation on eBay. More customers will walk through your door.
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It's not everyday that you get an order from the vice president of the United States, but that's exactly what happened recently for Rocky's Gold and Silver, tapped by Dick Cheney's residence.
The Virginia-based company regularly caters to the Beltway's elite. After 30 years in business, it has earned a sterling reputation in its region, making it a favorite among senators and congressman. Wisely, it is now using its Main Street credibility to build a PowerSeller business on eBay.
"The main thing on eBay is trust," explains Rocky Simonetti, who notes that the addition of an eBay Store two weeks ago (with the company's phone and address) has already led to several silver set sales. "People want to know who they're buying from."
That in mind, Simonetti stresses his company's long, successful history in every listing. His listing template includes a company logo and bio, including facts about when it was founded (1969) and the size of its showroom (13,000 sq. ft.). He also has a crafted a memorable slogan for his template header: "Sterling Flatware, 100's of Patterns, 1,000's of Pieces." Finally, he includes his store address, phone, fax, and Web site to establish credibility with new customers.
His listing titles are also worth noting. He includes an "E" in titles for estate-sale property, explaining the designation in his listings. This enables him to better market his antique material and also reinforce that he is an established dealer.
An unexpected benefit of the company's growing eBay presence is increased foot traffic at its retail store. People who live hours away are now making the drive to the Simonettis' showroom, notifying them that they discovered the couple's business on eBay.
As a result, the newest entry on Rocky's About Me page is driving directions.
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