Episode #18: Top 10 eBay Selling Traps Exposed - #1 Listing Title
You know, people often call me and they say: 'Chris, what's the one thing I really need to do so that I can increase my sales on eBay or online?'
And you know, it's a bit of a tricky question. Because is it one thing? Certainly, there's a whole heap of things that you can do. And doing one thing is better than not doing any of them at all. But what we've been able to find is a little bit of a secret sauce, if you like. If you do these 10 things together, the benefit to your eBay store is exponential. It's not, you know, a 'nice' increase. Over a 90 day period if you consistently implement these 10 things, you get a nice, BIG increase.
So I'm putting together a little bit of a story around, The 10 Fatal eBay Selling Mistakes, or traps that automotive recyclers make. How can we expose them so you can avoid making those mistakes?
Today, I want to talk a little bit about one of those, which is the Title on your eBay Listing. It is really, really important. Let's face it, when someone reads the title, it's the first thing they see. I often say you don't get a second chance to make a first impression. So make sure that first impression is really, really good. Let me give you an example. Let's say we're selling a Toyota Corolla 1.6, petrol engine, 2012 model, something like that. I'm just making this up here. So if I, as a seller, decided to put in that listing title: Stock Number 123 Corolla engine 1600. And listed it I suppose you'd have to put the year in 2012. If you don't do that, then it's a real problem. Okay, you could say there's some information there. But what about if we said Toyota Corolla 2012 to 2015, assuming that was the year range 1.6 petrol, maybe an engine code, and if we had it, the Manufacturer Part Number for that engine. Now all of a sudden, we've just hit all the keywords. If I'm an online buyer, I'm looking for Toyota Corolla I'm looking for the year, I'm looking for the size of my engine 1.6 or mine's a petrol, not a diesel - a whole heap of information there. You know, maybe I know what the engine code is, maybe I know what the Manufacturer Part Number is because the mechanic gave it to me, I can search by that.
So the keywords are critical.
The other thing that's really important about that is how you format it. It's really important from a perception perspective, how the customer sees that and how they feel comfortable, and you build trust with the customer, that that title is formatted nicely. And the result that gets is, again, that first impression, the customer doesn't see it and say 'ugh, it's too hard'. The customer looks and says 'oh, that looks really professional'. And it's true! You can look at some some titles and even if they've got exactly the same information, but it's in capitals, lowercase, bad spelling, etc - it makes a difference to how the customer sees it.
My good friend, Rob rainwater does a lot of sales training, and I urge you to look at his YouTube channel: Profit Team Consulting, and a lot of the time he'll talk about how selling isn't about selling a part. It's about building a relationship, and he's 100% correct. This relationship you're trying to build, whether it's on the phone or whether it's online is REAL. You need to build a relationship, you need to create a link between the buyer and the seller, right? And in the online world, you just need to do it slightly differently. You need to think about it differently in order to get that different result you're looking for.
So look, I hope that helps. That's one of the 10 Fatal eBay Selling Mistakes that I'm exposing here. You can fix that yourself, but you do need to focus on it. Take note and look forward to seeing you on the next video.