Sonny, The Chatter's roving correspondent, shares insights she gathered from two experienced sellers about how well-written "Terms of Service" on your listing can reassure buyers and set expectations.

Sellers always looking for ways to attract more bids on their listings. eBay sellers aaana and ol-nobull have found that creating a friendly and informative Terms of Service (affectionately abbreviated to TOS by the Community) statements for their listings has increased both the quality and quantity of their bids. A well-written TOS can create a sense of security and trust for potential bidders, free up a seller's valuable time, and protect both the seller and the bidder from difficulties during the transaction phase of the sale.

A seller's “Terms of Service” is simply a written outline of that seller's guidelines on how a sale should proceed. At a minimum, they may include details on payment expectations and shipping information. A more comprehensive TOS might also include information on when the seller will leave feedback, how they will communicate with the buyer, and what the buyer should do in case he or she isn't happy with the item. Essentially, everything in a listing that isn't specifically related to the item can be considered part of the seller's TOS.

“How a TOS is expressed can actually ‘make or break' a sale, and it's a relatively simple (and free!) method to help bidders feel confident in bidding on a seller's auctions,” aaana, an eBay member since 2000, said.

When aaana decided to sell on eBay, she adopted a thorough and methodical approach to researching the site. She first immersed herself in Help pages, later tackling PayPal's Help system. She then spent time on eBay's discussion boards, keeping a notebook of the most frequently asked questions members were asking and experienced members' responses. She rounded out her research by comparing listing information in current and completed sales of items similar to those she wanted to sell. These extensive notes formed the basis for her selling strategy. Eventually, when aaana actually started selling and found she was spending a large amount of time responding to similar questions from potential bidders, she incorporated the learning from her initial research into her Terms of Service.

“Time is often one of the most valuable resources an eBay seller has, and anything a seller can do to help reduce repetitive tasks is a bonus! A TOS can help by virtually eliminating the need to spend time emailing replies to bidders' questions about your terms. It gives them an idea of what to expect in conducting an eBay transaction with you.”

aaana is a veteran to time management challenges. As a former retail and restaurant manager, she brings extensive professional experience to her now full-time eBay business.

ol-nobull, an eBay member since 1999, is also a firm believer in having a well-written TOS. “My TOS defines what a buyer can expect of me, as well as what I expect of the buyer. I don't think of the TOS as something for my own protection, but instead like to think that it sets the standard for what happens following the close of the listing.”

ol-nobull is a retired instrumentation & electrical technician, as well as the former owner of an archery pro shop. His experience in providing exemplary customer support to his archery customers has translated successfully into his eBay business.

ol-nobull runs an average of over 600 eBay Store and auction-style listings on eBay at any given time. He also posts regularly on the Answer Center, advising new sellers on better business practices.

Both ol-nobull and aaana offer similar recommendations on TOS for sellers who wish to streamline their eBay business, attract more bids, and provide a positive experience for both themselves and their customers. Their suggestions include:

• Create a personal TOS.
  Both aaana and ol-nobull encourage sellers to include a TOS in every listing to let bidders know what to expect during the listing and after it ends. They also emphasize that while sellers creating a TOS for the first time can look to eBay's education resources, as well as other sellers' TOS for inspiration, they should never copy another seller's TOS and use it as their own.

• Keep your TOS warm, upbeat, flexible, and positive.
  aaana urges sellers to think like a buyer, and write their TOS in positive terms that create a welcoming atmosphere of trust, rather than one of intimidation. “As a bidder, would you rather see a scary statement like ‘No refunds!' or a nice one reading ‘If an item fails to arrive as described, please let me know?'”

ol-nobull agrees. “When I first began selling, I had a seller's typical paranoia of all the bad things that could possibly happen, so I had too much ‘junk' in my TOS. It did not take me long to figure out that was a mistake, so I've made it considerably friendlier.”

• Include important information for your bidders, clearly and concisely.
  ol-nobull advises, “A TOS should be flexible, offer choices, and give plenty of time for payment to arrive. Mine includes useful information, like my expected timeframe for contact and payment, and what shipping options I offer. I also make it clear to the buyer that I will contact them shortly after their purchase with all the information they will need.”

• Don't make your TOS long or difficult to read.
  Both aaana and ol-nobull assert that the key content on your listing should be about the actual item you are selling, with a concise TOS at the end. If your TOS contains a lot of information, it's a good idea to break it up into bulleted points instead of writing it out in paragraph form. Readers' eyes are most naturally drawn to lists than to long, unbroken paragraphs. They also urge sellers to use simple language.

• Place important aspects of the TOS at the beginning.
  Unfortunately, despite your best efforts, some buyers may not read your entire TOS. This is why ol-nobull and aaana both suggest that it's a good idea to express the important aspects of your TOS, for example your expected timeframe for payment, or shipping methods, early on in the TOS.

• Review your TOS from a buyer's perspective.
  To ensure that your Terms of Service are easy to understand, welcoming, and clear, aaana advises asking friends or family members read through your TOS. “If they reply with ‘What does this mean?' or ‘Why did you say that?' rethink and clarify your terms.”

It's impossible to address every potential situation in even the most comprehensive TOS. However, if sellers set expectations upfront in a positive way, it decreases the likelihood of an unpleasant surprise after the listing ends. A well-written TOS is a tool that can create a win-win situation for everyone, make a favorable impression about yourself for your bidders, and set the stage for repeat business.

ol-nobull's warm words at the end of his TOS have been setting the stage for his bidders for years. “I bid you good bidding, good luck, and enjoy your win.”