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Longsuits (8262), Jennifer and LeRoy
Forming a Successful Collaboration | November 2003 |
Two really is better than one, according to Jennifer and LeRoy of eBay Pottery & Glass business Longsuits. They've become a true eBay success story, leveraging each other's unique talents.
"There are so many aspects to running an eBay business that it is almost impossible to excel at them all," explains Jennifer. "We chose each other based on our individual strengths."
Too often, eBay sellers go it alone or recruit inappropriate business partners, says Jennifer.
"I think a lot of people choose their spouse to be their eBay partner because they're 'around' or simply 'there. To me, this is a huge mistake," she stresses. "Couples choose each other because they have similar interests, experiences, and backgrounds. That works in a marriage but not in a business. We are effective partners because we excel at different tasks and don't step on each other's toes."
The two often divide core tasks right down the middle. LeRoy, for example, handles the company's back end, coordinating and systematizing the overall operation along with it's finances, while Jennifer oversees the front end, interacting with customers. LeRoy is the deal closer, haggling with suppliers over price, while Jennifer is the product expert. She sources merchandise from 50 different importers and manufacturers, even traveling overseas routinely to find unique pieces of glass and décor other sellers don't carry.
"We love unique, beautiful things and try to buy with that niche in mind," says Jennifer. "We stay away from brand names in favor of handcrafted collectibles -- but new items, not antiques."
When it comes to strategy, the partners see eye to eye. "We love to sell a wide range of merchandise across as many categories as possible, but we stick with one theme -- beautiful objects for the home," Jennifer explains. "By selling a wide range of products, you're able to include more search terms in your auction titles and ultimately attract more bidders."
Both also are boosters for eBay's Gallery listing grade, critical for their highly visual home items. "We use gallery 100 percent of the time," says Jennifer, "Our sell through rate is way above the eBay average and we definitely feel that Gallery has something to do with that."
Pricing, of course, is also critical: "We are definitely a bargain hunter's dream," says Jennifer. "Our prices are just above wholesale. Even with shipping, our customers pay far less than retail."
The two met and discovered their compatible talents while attending eBay University, which Jennifer still heartily recommends.
"I have attended three and would go again in a minute. I would even recommend traveling to it, if necessary," she says. "Go and experience it; it will make a huge difference in your eBay business and pay for itself fast."
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 | On the Jade Road | October 2003 | Some antiques sellers put their store's inventory on eBay. Some sell odd items they find at garage sales and flea markets. But not many sell their own prized collection, piece by piece.
For the past 15 months, Ian Simpson has been slowly auctioning off his life's passion, a horde of ancient jade he purchased in Southeast Asia more than 30 years ago. At any time, his eBay store The Jade Trade has dozens of pieces up for auction, many attracting multiple bids.
The pieces are as varied as jade itself - amber-colored turtles riding on the backs of dragons, beads carved in the form of embryonic dragons, jade teapots, magic arrowheads and masks
The majority of the collection is thousands of years old, many pieces dating to the Liangzhu culture that flourished more than 4,000 years ago. Simpson collected the pieces while traveling in Laos and Cambodia in the early 1970s. He's selling the collection now to help pay for the cost of his two daughters' college education.
"When it's gone, it's gone," says Simpson. "I'm going to save some of my most cherished pieces, but the majority is going on the block."
Since the dawn of time the Chinese have considered jade more valuable than gold. Throughout the ages, jade was considered to hold sacred properties, held in the highest reverence and believed to have been created by the supernatural forces of heaven to guide humanity.
The earliest Neolithic artifacts discovered in China are carved from jade - in fact, jade is often cited as one of the defining characteristics in the continuity of Chinese history and culture.
"To the Chinese, jade was their wealth," says Simpson. "They've passed it on from generation to generation and they believe it carries with it the spirits of their ancestors."
Because of the extraordinarily long timeline of Chinese history - the oldest continuous civilization on Earth - and the relatively large population of China even in ancient times, there remains a wealth of ancient jade on the market. The opening of China and the massive excavations that took place in the Three Gorges region before it was flooded recently by a huge dam have further inundated the market with jade, both genuine and forgeries.
A search for ancient jade on eBay turns up hundreds of items, but curiously few attract bid prices worthy of their descriptions. The problem, Simpson says, is that there are too many copies and forgeries on the market and it's created an overall suspicion about the veracity of many seller's claims.
In addition, it's not easy to verify the age of jade, making it easier for modern forgers to copy ancient pieces. To allay concerns, Simpson offers a 7-day money-back guarantee and a Certificate of Authenticity with each piece he sells. Each Ancient Jade Artifact is extensively examined for material erosion, material wear, carving methods, tool marks and artistic style to determine age and authenticity.
But to the trained eye, a modern forgery is still easy to spot. Looked at under a microscope, a forgery is betrayed by the marks left behind by modern machine tools. Ancient pieces, by contrast, were carved carefully by expert craftsmen using hand tools.
"It's definitely buyer beware out there," says Simpson, "but if you're buying from a reputable source that can back up their wares with reliable Certificates of Authenticity, you can still find museum-quality ancient jade for a great price."
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adamhersh (6,876), Adam Hersh Auctions
Running a Broker Business | September 2003 |
Even before becoming one of eBay's most successful Trading Assistants, PowerSeller Adam Hersh recognized the value of selling other people's property on eBay.
Hersh has operated a successful consignment business on eBay for the last four years, one that is only getting bigger and better with the help of the Trading Assistant program.
Today, his company, Adam Hersh Auctions boasts four employees, 16 to 18 selling agents, and a feedback rating above 7,000. His eBay Store averages 1,000-plus listings per day. Not bad for a 24 year old, who got his start selling his and his friends' old belongings on eBay.
"We currently receive approximately 20 calls a day, all of which want help selling their items on eBay," says Hersh of his New York City-based business. "Our major Trading Assistant client is a poster wholesaler, but we really do sell anything and everything."
Retaining a large, diverse staff of sales agents, who specialize in specific categories, has been an important factor in the company's success, says Hersh. The strategy helps the company achieve high prices for its consignors' property every time, and that encourages repeat business.
"Even after our fee is taken," explains Hersh, "the client is normally just happy that they didn't have to deal with the hassle."
Hersh keeps closely involved with the Trading Assistant program for the health of his company and other broker businesses.
"I frequent the TA message boards, help out beginner TAs, regularly keep in touch with the TA department, and offer my opinions and ideas," he says. "I was also the first eBay member to run a co-op advertisement with the Trading Assistant program."
While Hersh remains extremely busy, and his company continues to expand, he still takes the time to reflect on what he's accomplished in only a few short years.
"I look at what I do and what I have and smile," Hersh concludes. "Every month, I help thousands of people get exactly what they are looking for. I help tons of New Yorkers sell items that they would have been stuck with. I am my own boss and come to work in jeans and a t-shirt every day. I have taken weeklong vacations with a laptop and a cell phone and still kept my cash flow. Who has it better than I?"
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| cheries001 (1576), Traditions by Cherie
Advertising to Suppliers | August 2003 | For PowerSeller Cherie Szilvagyi and her daughter Lynne, eBay's co-op advertising program hasn't just been a way to attract buyers. It also has been an effective way to secure new suppliers.
Cherie leverages the eBay's co-op advertising program, which covers 25 percent of her advertising costs, in conjunction with eBay's Trading Assistant program. This enables her to affordably advertise her business to local residents and businesses and then immediately initiate consignment relationships with them.
"Co-op advertising in the local paper has really boosted my inventory," says Szilvagyi.
Partly, the reason is geography. Located in the same region as her prospective clients, it's easy and cost-effective for them to contact Cherie and form a partnership.
Local co-op advertising also increases her Trading Assistant business and consignment inventory because her services are ideal for local individuals and businesses. They are in the most need of a partner who can help them tap into a larger market outside their area.
"As a Trading Assistant, I help customers with items that would be difficult to sell locally," Cherie explains.
Take seven vintage tractors she sold for an elderly farmer, or a collection of china and crystal she helped a mother sell in order to relocate her family. In short, local co-op advertising generates consignment opportunities she wouldn't have access to otherwise.
Cherie doesn't ignore her eBay buyers, either. Her Web site is designed with them in mind.
"Basically, it is a jump page designed to make finding my auctions easier for customers," she explains.
Her auction emails also keep buyers in the loop. "I use a tagline in each of my emails with a link to my eBay auctions," explains Szilvagyi. "Customers can save an email and check out my merchandise each week. Repeat sales have been a real bonus for me."
Other strategies that appeal to buyers: She lists without reserves to keep her auctions interesting. "A good piece is always going to bring the money it should," says Szilvagyi. "I see no reason to put a reserve on a $20 item. I am sure that customers don't appreciate it, either."
Additionally, she sticks with bona fide antiques, which lends authenticity and consistency to her rather diverse inventory. She also doesn't buy or sell damaged items, whatever their age.
"As a rule, I try to find the true antique pieces--100 years old or older," explains Cherie. "Vintage pieces, 50 years old, are good as long as they are reasonably priced."
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| catbecca (2142), Michael A. Whelchel
Changing with the Times | July 2003 | According to PowerSeller Michael A Whelchel, success on eBay can require more than just the right inventory and buyers. It also requires the right philosophy.
"The trick to eBay is simply staying on top of what is really going on," he explains, adding that his eBay business is on track to gross $70,000 a month by the end of the year. "Just because you did something two years ago doesn't mean it's going to work today."
This one-time investment banker, who began the business to teach his daughters basic economics, has two guiding principles. One, businesses can't remain static; they have to evolve with the market. Two, successful companies identify inefficiencies and engineer solutions.
"Keep in mind that trends change," he says. "eBay will evolve, buyers and sellers will change. If you're not aware of that, you're going to end up out of business."
That belief has given Catbecca the will to make several important tactical moves. For one, the company has shifted its sales to eBay Live Auctions, where its regular buyers can schedule their bidding and keep up with Catbecca's inventory. The switch made a dramatic difference: "People began buying 10, 20, 30, and 50 items at a time," explains Whelchel.
Live Auctions also makes the process more exciting, which jumpstarted sales. "The positive comment we get the most is that it's fun," says Whelchel of his live auction bidders.
That response encouraged Catbecca to try to spice up their auctions even more. They now offer a variety of creative discounts to encourage bidder competition. One example: first bidders who win an auction earn a rebate. "People fight like cats for those discounts," Whelchel laughs.
Catbecca's business philosophy also encouraged them to find just the right shipping solution. After some trial and error and a bit of homework, he selected a Sealed Air packing machine. Now, their shipping success rate is above 99%.
Additionally, they cut costs by developing an application that calculates shipping and handling for multiple orders on the fly. Now, customers are in and out in minutes, instead of hours, and they "aren't being overcharged or undercharged," says Whelchel.
Catbecca hasn't stopped looking at the big picture, either. For the foreseeable future, they are going to stick with pure auctions, as some category sellers go fixed-price.
"We'll put a $1,000 vase up for $5 with no reserve-we trust the efficiency of the system," Whelchel explains. "Too many sellers are hedging their bets so much that bidders don't find it fun anymore."
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| hungarianporcelain (1262), Klugex, Inc.
Increasing Buyer Confidence | June 2003 | Even fine, hand-painted wares from top Hungarian craftsman don't sell themselves. PowerSeller Peter Kluger goes the extra mile to earn his Porcelain buyers' business.
Specializing in fine porcelain from major Hungarian manufacturers, such as Zsolnay and Hollohaza, as well as independent artists, Kluger's import and distribution company has thrived on eBay. Today, 80% of its sales are conducted via eBay.
He attributes his success to the large Hungarian population in the United States, which increased dramatically after the 1956 Hungarian Revolution, as well as the general public's love of hand-painted pottery, which is still produced the traditional way in Hungary.
Another plus: Kluger is an authorized dealer, allowing him to sell porcelain direct from the manufacturer. This not only provides him a steady and diverse supply of authentic merchandise, which he can sell at various price points for increased customer satisfaction, but also garners him immediate legitimacy with buyers.
To reap the promotional benefits of being an authorized dealer, Kluger promotes this fact in all of his listings, his well-written eBay Store description and categories, and on his effective About Me page.
Equally important, Kluger uses a number of important sales strategies in order to offer his customers the best possible experience. "You need to use all kinds of tools today," explains Kluger, who has developed proprietary tools to track buyer traffic and cross-merchandise items in his listings. "The competition demands it. There are millions of Web sites, millions of listings on eBay."
He particularly values his relationship with SquareTrade, which enables him to increase customer trust and the credibility of his product guarantee. On all items, Kluger offers $750 of SquareTrade coverage, encouraging collectors to purchase both his starter pieces and higher-end items, ranging from $500 to several thousand. "It gives customers even more confidence to buy," says Kluger.
Finally, Kluger has become a category favorite by offering reduced shipping on multiple purchases. In fact, on many small items, such as figurines, he'll give free shipping on multiple purchases. The payoff: customers buy more, increasing his volume and cash flow. Moreover, they quickly gain the confidence to purchase his more expensive decorative wares.
"We always try to think with the customer's mind," says Kluger. "We offer what we would like as the customer."
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| bibemup (5213), Palmer Estate Liquidators
Cutting Costs, Increasing Efficiency | May 2003 | After years of regularly attending industry shows all over the east coast, David and Chioma Fitzgerald of Palmer Estate Liquidators, were ready for some stability in their lives.
"We kept wondering how we could take what we were doing on the road and bring it home?" recalls Chioma, the company's chief financial officer. (David, an accredited auctioneer, serves as president.)
The advent of eBay to their business in 1997 allowed the Philadelphia-based couple not only to spend more time at home and avoid paying show fees as steep as $1,500, but also to expand their market reach. Today, with their eBay sales approaching $30,000 per month, the majority of Palmer Estate Liquidators' buyers are from the west coast and international sales comprise nearly 10 percent of the company's total business.
"We buy local, sell global," Chioma says.
The Fitzgeralds source their eBay inventory, consisting mainly of fine glass, porcelain, and art pottery, from local estate sales. They buy out the contents of an estate and then determine what to resell on eBay and what to resell at traditional auction. More contemporary items are sold offline, whereas the more unique and decorative merchandise is listed on eBay.
According to Chioma, fostering buyer confidence has been key to the company's growth on eBay. To develop a trusted online brand, the couple invested in an eBay Store, which features their company logo and descriptive categories. Particularly notable is its "Featured Estate Items" area, underscoring its approach and directing traffic to its most unique material.
Offering full refunds and prominently displaying their SquareTrade certification in their eye-catching listings is another way to appeal to quality bidders. They also don't skimp on photos and information in their detailed descriptions, which demonstrate David and Chioma's wealth of knowledge.
And that expertise is now being put to further use: After attending an eBay-sponsored sellers conference last year, the Fitzgeralds were inspired to participate in eBay's Trading Assistants program. Now their years of experience both benefits other sellers and supplies them with additional income and inventory.
"eBay has really made a difference in our lifestyle and in the way we've conducted our business," concludes Chioma. "We've done a lot of different things, but this has been the most profitable and the most efficient. It has made the antique business a lot more simple."
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| jo-delstainedglasssupplies (2606), Jo-Del Stained Glass Supply
Knowing Your Customers and Products | April 2003 | Not only does PowerSeller Monique Bennett sell stained glass supplies—ring saws, bevels, molds, soldering irons, and grinders—to artists on eBay, she's a master craftswoman herself.
This combination of being a working artist as well as an online entrepreneur puts Bennett in a unique position, as she's able to cater to a clientele that she knows intimately, and whose needs she can anticipate and build a business around. Her professional expertise translates into not only greater sales, but also the creation of a customer base that has come to rely on her guidance.
"My approach is different," explains the West Greenwich, Rhode Island-based PowerSeller. "I'm an artist, too. So I know what my customers want...I sell what I know is best, not just what I can make a buck on."
For starters, Bennett's uses her well-crafted eBay Store to educate her buyers. Custom categories like "Saws, Grinders, Foilers, Irons" and "Books, Patterns" not only merchandise her products, but also teach hobbyists about the necessary tools and equipment.
Additionally, Bennett regularly evaluates the products she sells before she lists them on eBay. In essence, she performs the time-consuming task of filtering out lesser merchandise so her buyers don't have to by making trial-and-error purchases. Each auction, therefore, has what could be called Bennett's own personal seal of approval.
"Even when it comes down to a cleaner for stained glass," she says, "I will buy one of every kind—and there are 15 to 20 kinds—until I find the one that is perfect." Not surprisingly, the strategy earns her loyal, repeat customers, who return to take advantage of fixed-price deals in her store.
Her listings, too, reflect Bennett's knowledge and experience. They often educate buyers and include personalized comments and endorsements. A recent auction for a ring saw informed buyers that she uses the very same one for her work. "This tool changed the way I looked at my glass work," she wrote.
Besides knowing what kind of items will please her customers and drive bidding, Bennett also makes a concerted effort to continually seek out new products and refresh her inventory. She's always on the lookout for new patterns, in hopes of encouraging her buyers to be creative and experimental and not merely settle for the standard, generic designs.
In fact, Bennett perhaps gets her greatest satisfaction from assisting her customers in their creative endeavors.
"I want people's work to look as good as it can," she concludes.
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| topshelfantiques (2822), Top Shelf Antiques
Using Stocking Trips to Build Inventory | March 2003 | Looking for a true eBay success story: Try Frank and Melissa Keathley of Top Shelf Antiques. In the area of Victorian Vaseline glass, they're second to none.
These self-schooled glass experts from Seabrook, Texas, have been selling on eBay since it was AuctionGate. They also were two of eBay's first "Ambassadors" before the PowerSeller program debuted. Moreover, they helped lobby for eBay's "List in 2 Categories" feature, which they use to this day.
With more than 5,000 transactions under their belts, the couple isn't slowing down, either. They are only getting more serious, increasing their investment in their collection, which fills 15 display cases, and their business.
"There's not a horizontal spot in the house that's empty," reports Melissa.
Ironically, the Keathley's business is really only as viable as their aggressive sourcing program. To ensure quality, they source regionally, nationally, and internationally. "Every once in awhile, I get lucky and find something here in town, but usually we have to take major road trips."
The couple travels far and wide in search of its original 19th-century glass. In fact, they just returned from England where they developed some new relationships and purchased an extensive collection. This May, they're heading back to do it all over again. Frank also takes three to four cross-country trips per year to attend glass auctions and visit shops off the beaten path.
"I just got back from a 4,000 mile drive that took me from here to Massachusetts," he says.
The Keathleys are always ready to buy, too. Frank recalls buying out an entire Washington, D.C. auction, eventually renting a U-Haul to get their merchandise home. "When the opportunity is there, we jump," says Frank.
Out and about, the Keathleys have also developed strong relationships with others in the trade. Nowadays, traveling dealers purchase goods specifically for wholesale to Top Shelf.
They don't let their eBay business slide when they are on the road, either. They travel with laptop in tow, responding to customers on the go.
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