eBay to the Max
The book you need to become a Trading Post Owner, Trading Assistant & PowerSeller
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My recent eBay to the Max
book is being well-received, and reader
comments have been wonderful. Thanks for your kind words! It is on store shelves worldwide. You
can order it today from Amazon or support your local book retailer. Several eBay
sellers are offering it as well. This is not a beginner's "getting started" book. It
assumes readers have sold on eBay and are hungry for the tips, techniques, best
practices and resources necessary to run a high volume online auction business.
It shows casual eBay sellers how to take their selling to the next level.
Beginners will learn how to become PowerSellers, PowerSellers will learn how,
why and when to become Trading Assistants; and see what it takes to open and run
a retail Trading Post (a/k/a an eBay drop store).
Read about eBay's latest PowerSeller tools including Selling Manager Pro, custom listing headers, new eBay store features, buying keywords, and eBay's new Resellers' Marketplace, a wholesale source exclusively for PowerSellers. This comprehensive book gives readers the technical, management and marketing skills necessary to professionally grow their business to the level they desire, be it a profitable kitchen table operation, a mom and pop retail presence or a regional chain of eBay drop stores.
In addition to the obvious eBay selling tasks-taking great photographs, writing compelling descriptions, picking the best listing categories and starting times, Trading Assistants and Trading Post workers need to understand customer service, fee setting, and marketing. In order to truly excel, they must know how to hire, train and manage employees. Setting up a retail storefront requires an understanding of real estate, local regulations, insurance and other issues. Written by someone who has been there before them, eBay to the Max will help readers on their journeys. But don't just listen to the marketing mumbo jumbo. See what people who have purchased and read the book have to say:
Readers React (Reviews and Emails)
Amazon Customers:
Great eBay Book,
Great
mid-level eBay Book!!
eBay
Trading Assistant Forum:
December, 2005 BTW, I had bought Ron's book and highly recommend it (and no, I don't even
know him!) - I learned at least three things that I reckon will make me at least
an extra 2K this year - well worth the cost!
Via Email:
December, 2006
Hi from Australia, My boyfriend just bought me eBay to the Max, and I've
been reading it all night till 2am!! Thank you for writing such an
easy-to-follow, insightful book. I've been selling on eBay for a mere year, I
thought I knew enough to be profitable and successful, your book showed me very
good tips and systems that I will definitely adopt for my eBay (now) Store!
Thank you again.
Amanda
July 12, 2006 Mr. Mansfield, I just wanted to say THANK YOU for proving such a beautifully written and easy to understand book about eBay. I received it in the mail last week from Amazon and have literally been unable to set it down. I started college 3 years ago at the age of 25 and will be graduating on August 11th. I was dreading reading a book since textbooks have been so ingrained in my brain the past few years. But this is no textbook and I truly appreciate that! I have dreams of opening my own store in September so your book has given me tremendous inspiration. The UPS man brought me my fabulous new camera equipment, lighting, and backgrounds today and I cannot wait to use it all! I just want to say thank you thank you thank you! Sincerely, Brittany
__________
March, 2006 Wow - I finished eBay to the Max this morning - phenomenal. It should probably be required reading for anyone thinking of opening up a drop off store location. Thank you for putting together a tremendous resource for TAs. Congratulations on eBay to the Max!
__________
January, 2006 I've spent my Christmas vacation reading several eBay books and yours has
been the most detailed and descriptive. I have already used many of your
examples in my auctions and hope to use many more in the future.
__________
'Wanted
to tell you I went Sunday and picked up your book "eBay to
the Max" at the local Banes & Noble. I am very interested in what I
have read so far. You are an excellent writer. I have read most of the books
available on eBay, and have purchased several of the ebooks on the market, but
so far, I like what you have to say the best. I am going to recommended that my
students add your book to their reading list once they are familiar with eBay
and want to "take it to the next level." (I teach eBay classes through
the local adult ed program.) I
don't often write to folks and tell them "job well done," but this
time, I felt the need to say I am impressed (and believe me, I am not easily
impressed!).
__________
Thanks so much Ron. Great book! It really tells it like it is.
I especially like the examples you give of other successful sellers and trading assistants.
Thanks again. Looking forward to your next "work of art."
__________
And
this from the Technical Editor of the book I am current writing:
February, 2006 It is very pleasant to read the author's chapters. Always
well presented with many figures to help the reader and a pinch of humor. Good
information always goes down well with a "spoonful of sugar" or humor.
(to paraphrase Mary Poppins) Can't wait to get the next chapters to read!
__________
Table of Contents:
I.
TAKING EBAY SELLING TO THE NEXT LEVEL.
1.
Ten Keys to Success.
1. Commitment.
2. Sufficient Start-up Funding, Well Spent.
3. Effective, Persistent Marketing and PR.
4. Find Great Stuff to Sell.
5. Never Sell Junk.
6. Give Great
7. Create an Efficient, Pleasant Facility.
8. Create Polished Listings and Photos.
9. Pay Attention to the Details.
10. Do Good Recordkeeping.
2.
PowerSelling: The 40,000-foot View.
Why eBay Needs Us.
The eBay Seller Programs.
Your Biggest Decision as a PowerSeller.
How Much Do You Need?
How Much Would You Like to Earn?
What Do You Like?
What About Lifestyle?
Check Back In.
3.
PowerSellers, Trading Assistants, and Trading Posts.
What’s a PowerSeller?
Becoming a PowerSeller.
PowerSeller Levels.
PowerSeller Recognition.
PowerSeller Priority Help.
PowerSeller Swag .
The PowerSeller Community.
Reseller Marketplace.
Other PowerSeller Benefits.
What’s a Trading Assistant?
Trading Assistant Requirements.
What’s a Trading Post?
Trading Post Requirements.
To Franchise or Not?
4.
Budgeting, Forecasting, and Cash Flow.
Paralysis by Analysis?
Developing Reasonable Assumptions.
Check Out the Competition.
The Mother of All Assumptions: Selling Price and Item Count.
Per-auction Costs.
Average Listing and Final Value Fee Rule of Thumb.
When Things Go Wrong.
Payment Processing Fees.
Other
A First Stab at Income Estimating.
The “Trading Assistant Effect”.
Estimating Other Expenses.
Local Regulations and Expenses.
Profitability Rough Cuts: At-home Business.
Profitability Rough Cuts: Trading Posts.
The Effect of Coupons.
Cash Flow Considerations.
What Now?
II.
FACILITIES, ACCOUNTS, AND SYSTEMS.
5.
Home Business Versus Retail Space.
Advantages and Disadvantages of a Home-based Business.
Location, Location, Location.
Advantages and Disadvantages of a Commercial Space.
Office Space.
Sharing Space with Others.
6.
Insurance and Security Issues.
Deciding on Insurance Coverage.
How Much Is Enough?
The Bare Minimum.
If You Have Employees.
If You Occupy Commercial Space.
Shipping Insurance.
Facility Security Considerations.
Securing Your Computers.
Getting It All Together.
7.
Starting Your Business.
Incorporation, Licenses, Agreements, and Accounts.
What Type of Company Is Best for You?
Partnership Agreements.
Franchise Agreements.
Business Licenses.
Tax Collection Paperwork.
Special Business Licenses and Permits.
Bank Accounts.
Do You Need Multiple eBay Accounts?
Do You Need Multiple PayPal Accounts?
Merchant Accounts.
Other Business Accounts.
Getting Started.
8.
Computers, Office Equipment, and More.
Computers.
Which Platform?
Which Machines?
Broadband and Wireless.
Broadband.
Wireless.
Networking.
Printers.
Scales.
Cash Drawer?
Digital Cameras.
Photo Lighting and Backgrounds.
Photo Backgrounds.
Security Cameras.
Alarm Systems.
Credit Card Machines.
Phones.
9.
Software.
Auction Management Solutions.
eBay Selling Manager Pro.
eBay Seller’s Assistant (Basic and Pro).
Auction Management Solutions for Trading Assistants and Trading Posts.
What to Look For.
Examples of Third-Party “Consignment” Solutions.
AuctionTeller.
AuctionWagon.
Kyozou.
Liberty4.
TAM.
Proprietary Software.
Custom/DIY.
Photo Capturing.
Photo Editing.
Contacts.
III.
FINE TUNING YOUR OPERATION.
10.
Pricing Strategies.
Sample Pricing Strategies.
Let’s Make a Deal.
Who Pays for What?
What’s a Fair Percentage?
Sliding Scales.
Standard and Platinum Pricing.
Making Money on Shipping and Handling.
Coupons and
Creating Your Own Pricing Strategy.
11.
Auction Types and Options.
Enhanced Listings.
Enhancement Fees.
Enhancement Options.
Combine Enhancements for More Impact.
Enhancements in List View Versus Gallery View.
Featured Plus!
Home Page Featured.
Picture Hosting and Features.
Picture Manager.
Picture Show.
Supersize.
Types of Auctions.
Standard Auctions.
Buy It Now.
Dutch Auctions.
Reserves.
eBay Motors.
Real Estate.
Travel.
Tips and Tricks.
12.
eBay Stores.
Storefront Features.
Custom Listing Header.
Store Categories.
Store Subscription Levels and Fees.
Store Feature Level Comparison.
Store Listing and Final Value Fees.
Saving FV Fees with Your Store.
Cross Promotion: Another Store Advantage.
Reporting.
Customized Pages.
Keeping Up with Store Features Evolution.
eBay Store Tips.
IV.
MARKETING, PUBLIC RELATIONS, AND ADVERTISING.
13.
Marketing Your Business.
Elements of a Marketing Plan.
What Is Your Target Audience?
Where Are These Folks Found?
What Are the
What Do They Like and Dislike?
What’s the Competition Doing?
Where Are Your Key Opportunities?
What Pricing Strategies Make the Most Sense?
What Are Your Short- and Long-Term Goals?
How Much Should You Spend on Marketing?
Importance of Branding.
Creating a Marketing Plan “Rough Cut”.
14.
Public Relations.
Why Good PR Is So Critical.
Do It Yourself or Hire a Pro?
Writing a Good Press Release.
Spreading the News.
When to Start.
Keep It Coming.
Promote Your Brand as Well.
Why Do Readers Care?
Fund-raisers.
Be Careful About Mentioning the Charity’s Name in Auctions.
15.
Advertising.
Timing.
Targeting.
Traditional Advertising.
Signs.
Brochures.
Fact Sheets.
Direct Mail.
PennySaver and Similar Mailings.
Newspaper Ads.
Phonebooks.
Radio and Television.
Trade Shows and Events.
Internet Advertising.
Trading Assistant Directory.
Related Web Sites.
Keyword Advertising.
Your eBay Store Can Generate Search Hits.
Your About Me Page.
Non-Traditional Advertising.
Handbills.
Car Wraps.
Inflatables and Other Gimmicks.
Measuring Success.
Co-op Advertising Reimbursements from eBay.
Make a Rough Plan.
V.
GETTING DOWN TO BUSINESS.
16.
What to Sell.
The Level Playing Field Dilemma.
What Sells Best on eBay.
Specialize or Generalize?
Selling What You Know and Love.
Seasonal Items.
But Will It Work?
Can You Get Enough to Sell?
Minimum Selling Price.
What Margins Do You Need?
Dollars-per-cubic-foot.
Accessorizing.
Up-selling.
Trend Chasing.
Mystery
That Crazy Community of Ours.
17.
Getting Great Stuff to Sell.
Direct from the Manufacturer.
Local Retail Stores.
Local Car Dealers.
Wholesale Lots Warehouses.
Local Auctions.
Storage Company Auctions.
eBay’s Wholesale Lots Categories.
eBay’s New Reseller Marketplace.
Hiding in Plain Sight.
With a Little Help from Your Friends.
Direct Solicitation.
Want It Now.
Spread the Word.
18.
During the Auction.
Boilerplate Email Responses.
Personalized Email and Phone Responses.
Shipping and Post-Sale Communication.
Additional
Pre-sale Questions.
Once the Auction Begins.
When the Auction Ends.
If the Auctions End Badly.
Use the Telephone.
Creating Your Own
19.
Research.
Online Research Tools and Techniques.
Terapeak.
Other Research Tools.
The Collector’s Information Bureau.
The PBS Antiques Roadshow and FYI Sites.
The Antique Web.
Building Your Own Reference Library.
Community Resources.
Research Do’s and Don’ts.
20.
When to Say No.
It’s Junk.
It’s Beyond Your Shipping Capabilities.
It’s on eBay’s Prohibited List.
It’s On Your (or Your Franchisor’s) Prohibited List.
You Question Its Authenticity.
You Think You’ll Be “VeROed”.
It Appears to Be Stolen.
You Have Safety Concerns.
To Sell or Not To Sell?
21.
Check-in and Recordkeeping.
What Records Should You Keep?
Item Information.
Customer Information.
Manual or Automated?
Discussions at Check-in.
How You Say “No” Is Important, Too.
Negotiating Starting Prices, Reserves, and Fees.
Terms and Conditions.
Signed Item Receipt.
”What Happens Next?” Information.
Customer Paperwork.
22.
Managing Workflow.
What It Takes to Sell an Item.
Management Tasks and Communications.
The Players.
Order and Dependencies.
Bottlenecks and Remedies.
Layout.
Setting Goals and Standards.
Planning for Growth.
Tips and Tricks.
23.
Photography.
Take the Right Pictures.
Take Enough Pictures.
Make Photos Inviting.
Illustrate Scale.
Think About the Gallery Shot.
Don’t Mislead.
Use Props to Set the Stage.
Include Nameplates and Serial Numbers.
Ten Quick Photography Tricks.
24.
Writing Great Titles and Descriptions.
The Objectives.
The Title.
Abbreviations.
Misspellings.
The Description.
What’s Unique?
Reassure Buyers About You as the Seller.
Make Buyers Imagine Owning It.
Cross-Promote.
Build Customer Confidence.
Point Out the Flaws.
Text Sells!
25.
Listing Items.
Type of Auction.
Get Help Picking Categories.
Use Item Specifics When Offered.
Pick Store Categories.
Schedule for Your Audience.
Use Your Own Picture Server or Service.
Remember to Specify Gallery Photo Addresses.
Specify the Right Payment Options for Each Auction.
Choose Shipping Locations Carefully.
Shipping Options and Costs Are Important.
Get the Weight Right.
Offer Combined Item Options if Possible.
Fine-tune Your Buyer Requirements.
Buyers In Countries to Which I Don’t Ship.
Buyers with a Negative Feedback Score.
Buyers with Unpaid Item Strikes.
Buyers Who May Bid on Several of My Items and Not Pay for Them.
Double-check Your Listings.
26.
Managing Current Auctions.
Modifying Auctions.
Watching Bids and Watchers.
Answering Questions.
Spotting Problem Bidders.
Blocking Bidders.
Canceling Bids and Ending Auctions Early.
Harnessing Your Power.
27.
Packing and Shipping.
Getting Help from Carriers.
Packing Everyday Items.
Packing Fragile Items.
Shipping Valuable Items.
Oversized and Heavy Items.
Measuring Dimensional Size.
Send Big Items on the Bus.
To Recycle or Not?
Print Your Own Labels and Postage.
Ask for a Discount.
Use Stealth Mode Postage Printing.
A Final Thought.
28.
Feedback.
The Feedback Forum.
People Care About Feedback.
New eBay Feedback Policies.
The “Pile On” Problem.
Spotting Troublemakers.
Managing Feedback.
Who’s in Charge of Feedback at Your Place?
When to Leave Feedback.
Automating Feedback.
Responding to Ugly Feedback.
Mutual Withdrawals.
Getting eBay to Withdraw Feedback.
Mediation Through SquareTrade.
29.
eBay As a Partner.
Your PowerSeller Rep.
PowerSellers’ Site.
Co-Op Ad Funds.
Directories.
The Announcement Board and Email Alerts.
eBay Radio.
Insurance Programs.
Avoiding eBay’s Wrath.
Understand eBay Policy.
Avoid Even the Appearance of Shill Bidding.
Making Suggestions.
30.
Problem Resolution.
Nonpaying Bidders.
Checkout Problems.
Payment Processing Problems.
Check’s in the Mail.
Waiting for My Invoice.
Spam Blocker Ate My Homework.
Hardship.
Buyers’ Remorse.
Reminding and Filing.
Sometimes NPBs Are a Good Thing!
Unhappy Winners.
Lost/Damaged Goods.
Spoof Emails.
Account Takeovers.
Fraud Investigations Team (FIT).
Book Dealers’ Advice for eBay Users.
Problem Resolutions Tips.
VI.
OPENING A TRADING POST.
31.
Location and Layout.
Working in a Garage or Basement.
Opening a Trading Post.
Get Professional Help.
Know the Regulations.
Make a Space Plan.
The Lobby.
Photography.
Listing and Photo Editing Workstations.
Inventory and Employee Areas.
Shipping and Receiving.
How Will It Look to Visitors?
Start Dreaming!
32.
Finding and Keeping Great Help.
Revisit Your Goals.
Hire Enthusiasts.
Keep It Lean.
Employee Handbook, Policies, and Benefits.
Finding People.
Not Getting Enough Candidates?
Deciding.
The Players.
eBay Seller’s Assistant.
Manager.
Photographer.
Lister.
Packer/Shipper.
Sample Want Ads.
eBay Seller’s Assistant.
eBay Drop Store Manager Wanted.
eBay Photographer Wanted.
Experienced eBay Writer Wanted.
eBay Store Packer/Shipper/Greeter.
Help Them Grow, Make Them Want to Stay.
Index.
Book-related Links: Downloads Resource Links Vendor Links Buy the Book