Dallas Golf uses many of the tried-and-true promotional tools that have built customer loyalty in the past: They have seasonal promotions and closeouts. They aren’t afraid to sell used merchandise. “We sell a lot of used equipment because the trade-in model works for us. More recently, we are into the ‘liquidation’ model, where we sell equipment that is at the end of its product life. It might be that the item ‘died’ five years ago, when the manufacturer stopped making it, and we’re bringing it back. In golf, the technology only cycles around, like clothes. A particular type of club might be regarded like a bad idea now, but three years later, it might be seen as a good idea again.” eBay is the ideal place for such liquidations, he says.
Dallas Golf also includes its toll-free phone number on every listing. This allows Smith and his employees to perform some old-fashioned salesmanship. “When customers do call, sometimes golf is one of those things, where you buy something, you want it to perform just the way you want. People say to me on the phone, ‘I’m a 25 handicap, only played six rounds, would this driver work for me?’ I say, try this thing, and by the way, you might think of buying this thing, too. Don’t be afraid to be a salesperson and tell people what they really need on the phone.”
Lessons Learned in This Chapter
Dallas Golf also includes its toll-free phone number on every listing. This allows Smith and his employees to perform some old-fashioned salesmanship. “When customers do call, sometimes golf is one of those things, where you buy something, you want it to perform just the way you want. People say to me on the phone, ‘I’m a 25 handicap, only played six rounds, would this driver work for me?’ I say, try this thing, and by the way, you might think of buying this thing, too. Don’t be afraid to be a salesperson and tell people what they really need on the phone.”
Lessons Learned in This Chapter
- Recycled and “repurposed” manufacturing materials can be packaged and sold on eBay to specialty buyers who have shown an interest in them.
- Many businesses regard eBay as a customer acquisition tool as much as a sales tool; they find customers through eBay and try to court their business through marketing strategies.
- E-mail announcements and extra items placed in the packages you ship can encourage buyers to revisit your eBay Store or your web site to make more purchases from you.
- Be careful when you approach customers with marketing information so you aren’t accused of sending “spam” e-mail; give recipients the chance to opt out of future communications, or get their permission before hand.
- Take advantage of holidays and other special events to create products that can attract new customers.
- Products like golf-related equipment sell well on eBay because they have many different brands and models and users are frequently interested in trading up to the newest varieties.
- If you open an eBay Store, take advantage of the See More Great Items box as a way of cross-promoting your merchandise for sale.
