ForumsStarting a Business

It's good to be back here on the Small Business Online Chat. I look forward to your questions! And in between, I will share some tips for reducing operating costs for your business, both on eBay and off. Let's begin by answering the questions recently asked here.

Hi Tori,

Glad to be back! Many small businesses learn the importance of good customer relations and service from first hand experience with face-to-face customers in their off line venues. It's always easier to establish trust with new customers when they are standing right in front of you. Brick and Mortar business owners can rely on vocal tone, facial expressions and body language to convey their dedication to the customer.

Unfortunately, these important cues are not readily available for online commerce. But, an online seller can substitute these important offline customer interaction tools by augementing the tools available for online selling. Start by never underestimating the persuasive power of professionalism in your photos, web page layout and your text. Take pointers from big retailers with excellent customer service reputations like Zappo's and L.L. Bean.com. There is absolutely no reason why a small business owner cannot provide the same level of professionalism as these and other bigger online retailers. A small business owner may have to hire a designer and copy writer to attain the same level of quality as the big boys, but it's money well invested. You'll be making a positive first impression on your potential customers and by doing so, laying the strong and secure foundation for building trust.

As important as that intial first visual impression is to building trust, it is all for naught if you don't follow it up with clear, precise, friendly text to describe both the item and your terms of service. I still see too many eBay sellers who do not exceed in these two absolutely crucial areas. It really isn't possible to overdescribe an item for sale. Size, material, model number, color, etc: these are important item attributes to call out. And for used items, don't forget condition. In fact, feature all condition issues. Note every flaw and scratch (with text and extra photos). The goal while you are creating your online item page is to provide an experience for the buyer that is as close to an actual physical inspection as possible.

Finally, the biggest worry for all online buyers is the "what if?" scenario, as in "what if I don't like the item? Can I return it?" A customer-focused return policy is critical to online business success. Without it, you cannot succeed. Make sure your return policy is easy to understand, at the very least, reasonable and provides the assurance your customers need regarding your comittment to their satisfaction.

The above are important tools for gaining the trust of new customers. But it doesn't end there. Existing customers, (your most valuable business asset by the way), should not be left out. Treat every loyal customer as though you were still trying to gain their trust and loyalty. Many online business practice this strategy. I buy something once a year from a niche perfume company in France called Divine. In every purchase, they include gratis samples of their latest offerings. Many eBay sellers do this as well. I know that as a buyer, I greatly appreciate those extras and they are what keep me coming back to their online businesses, on and off eBay, every time I shop.

Griff