Since 2004, Brad Fee has transformed ToneFactor from a spare-time pursuit into a customer-centric international business with eBay Top-rated Seller status.
Leaving construction to build a brand"I was playing in a bar band at night, working construction by day," says Brad Fee, owner and proprietor of ToneFactor, an online retailer specializing in electric guitar effects and accessories, "and buying and selling during the time I had in-between." A well-liked member of online musician community Harmony Central, he would buy and sell on message boards and eBay, primarily as a hobby. "Buying and selling guitar gear was something I was really into, and a great way to learn about the items it turns out I'd one day sell for a living."
While still working construction, Fee got his business license in 2003. After months of working grueling 12 hour days on the job site, he took a voluntary layoff in early 2004. Thanks to the encouragement of fellow Harmony Central community members and the experience he'd gained being a successful eBay seller, Fee "dove into ToneFactor 100% and never looked back."
Smart shipping practices delight domestically, supercharge sales globally"My motto is 'under-promise and over-deliver,'" says Fee. "For me, that means shipping fast. I ship same-day whenever possible. All my domestic eBay listings include free shipping, and I ship Priority Mail with Delivery Confirmation." With this combination of fast and free shipping, Fee's US customers tend to receive their items within 2 days of ordering. This has earned ToneFactor well over 1800 5-star DSRs for Shipping Time and Shipping Cost.
"My motto is 'under-promise and over-deliver.' It's been the key to my success."
- Brad Fee, ToneFactor
True to Fee's community-based roots, ToneFactor actively engages with their customers on a number of online platforms: Facebook, Twitter, YouTube and their own ToneFactor forums. "Twitter is a great way to get news and stock updates out there. I also use Twitter's RSS feed to update my own site. Facebook is far more social, and great for customer retention, too. I often post Facebook-exclusive contests and coupon codes. It's also an awesome place to cross-post eBay listings and YouTube product demos."