CED

July 2014

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Sales July 2014 | Construction Equipment Distribution | www.cedmag.com | 21 (continued on next page) allows dealers to brand and market themselves in the world's biggest online mall – creating a central shop- ping destination where buyers can learn about all the products they sell. eBay provides the tools to design the store as well as marketing and reporting features, and customer support. A basic subscription is $15.95 per month and includes 150 listings. In addition, after a buyer commits to purchase an item, you're charged a final value fee based on the total amount of the sale and charged per item. If a listing ends without a sale, no final value fee is charged. While Hawthorne Cat has earned a 100 percent satis- faction rate on eBay, Francis says this is actually uncom- mon among heavy equipment sellers due to the nature of the items being listed. "It's hard to describe a 2002 Bobcat that has 100s of points of failure," said Francis. "Buyers may come back dissatisfied and threaten a negative review. A new policy is designed to give sellers more ability to push back on buyers who are being unreasonable." How to Create Successful Listings on eBay: 1) Use multiple pictures and video to show the product. 2) Make sure your title includes key search terms. Imagine what terms you would use to search for your listing. Use the most common terms. 3) Link to your store from social media, other websites and within your listings. 4) Use e-mail marketing to promote to potential and past customers. 5) Offer free quotes on freight. 6) Price competitively. Evaluate your pricing, shipping and return policies vs. competitors. 7) Be responsive to customer questions.

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