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I am now increasingly convinced that achieving Top Seller Rating should be a key objective for every eBay seller.
I mentioned in last month's newsletter that UK sellers who had attained TSR status were reporting their sales were up to 35% higher.
In order to become TSR rated, you need to become a PowerSeller, and also ensure that you meet the Detailed Seller Rating targets.
As you know, there are four elements to DSRs. In these four areas, the buyer rates the seller on a scale from 1 - 5. (There are rumours that eBay is testing a 1 to10 scale - we'll keep an eye on that)
Here are some thoughts on how you can ensure you get better DSR marks in the four significant areas:
1. Describe your items accurately.
Your objective here is to ensure that the description you use does not build up an expectation that is not met by the delivered item.
You need to include all relevant details about your item. Try to be as accurate as possible and make sure you mention any defects. One tip is to write as if there were no pictures of the item. Try and leave no doubt in the buyer's mind as to what they are going to receive.
Use accurate terms, for example a reconditioned or refurbished item is not "new." The word new means exactly what it says.
When including pictures in your description, try capture your item from different angles. Most importantly, if the item you are listing is used, use a photo of the actual item you are selling. In this instance, never use a stock or catalogue photo of the item when new.
Item specifics are becoming more important on eBay, and you should complete these as fully as possible.
Lastly, layout your description so that it is easy on the eye and not difficult to read. Specifically it is helpful to use short paragraphs, include bullet points and embolden headings.
2. How are your communications?
Communication with your buyer is of key significance - both to the buyer and to your DSRs. You need to let your buyers know that you're there for them, whatever they want or need with regard to your item.
It would be helpful if, in your listings, you indicated the policies within which you operate. You should also confirm in which ways prospective customers can contact you.
You should also set their expectations in terms of how quickly you will respond. If you're working full time, or away from a PC, make sure you don't say you will reply to any email or eBay Message by return. What ever you do, respond to emails as quickly as you can.
It is always helpful to keep your buyer informed as each step of the sales process goes through. This means emails when they win or buy, to remind them to pay if they haven't done so after a reasonable length of time, to thank them for their payment, to tell them when despatch has taken place, to request for feedback if it has been left after a certain length of time after delivery. If you use Selling Manager Pro, or other seller user tools, you can do most of this communication automatically.
One useful ploy is to include your answers to frequently asked questions within your listings. This will help your prospective buyers to get instant answers to common questions and thus alleviate you from having to respond to such questions individually.
Above all, in all communications with your customers always act calmly and rationally, and never become emotional. Most people will respect a courteous approach. Even angry customers can be calmed down if you remain professional yet caring. Remember, your objective in your communications with buyers is to try and make sure they don't leave you a low DSR.
3. How quick are you at dispatching?
The key criteria is to dispatch the item as soon as possible after you have received payment for it.
You should always state your postage policies in your listing. You should cover the postal services you are willing to offer, and state the delivery time for each of the services you offer.
Depending on the value of the item, you may wish to provide a postal service that incorporates a tracking capability. Naturally in your communication with your buyer, when you tell them that despatch has taken place you will provide them with the tracking number and the web address from which they can track.
Also, shipping insurance could be relevant for some items, and you could make this an option for your buyer.
4. How reasonable are your P&P charges?
The fact that prospective buyers can sequence search return lists with or without including the P&P amount indicates to me that eBay buyers are fully aware of the significance of P&P costs.
Buyers are easily able to see and compare P&P from seller to seller. And P&P is undoubtedly one of the factors which will be taken into consideration when deciding which seller to buy from.
Even if you are that chosen seller, and they decide to buy from you, your customer will be asked to mark you for the reasonableness of your P&P charge. It is therefore important that your P&P charges compare relatively favourably with other sellers of similar products.
One way in which you can help - both your buyers and your DSR marks - is to offer discounts on P&P when they order multiple items from you and which you can send them in one package. Customers are happy to make savings and are therefore more likely to leave a good DSR mark.
Note that DSR's do not apply if you sell an item as being local pick-up only.
I believe it is well worth the effort to improve your DSRs. After all, if you can make it to TSR, you can look forward to making more sales every month from the same listing fee investment. |
