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How to Sell Parts & Accessories on eBay Secrets from Dealership Power Sellers
WithClayton Stanfield
Sr Manager of Dealer Training at eBay MotorsModerated by
Mike BowersExecutive Editor at DealersEdge
Thursday, July 12, 20121 – 2:30pm ET
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Presenter:
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Selling on eBay Motors
• In Q1-12, eBay Marketplaces reported 102 million active users worldwide• More than 24.2 million parts and accessories are available on eBay Motors
at any given time• More than 258 million parts and accessories transactions to date have
taken place on eBay Motors
Why Buyers Shop Online?
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Success Drivers:
Dedicated or specifically
defined inventory
Dedicated and specifically
trained salespersons
and/or coordinators
A plan and commitment to
exceed in consumer service
(in a non-traditional
model)
What Are Consumers Looking for Online?
• Tires, wheels and trim• Specialty Accessories• Tail lights• Remote fobs for keyless entry• Engines
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Selling on eBay Motors: Mobile
80,000,000
Number of times eBay Inc.’s apps have been downloaded across the globe
Source: eBay Inc. May 2012
Source: eBay Inc. May 2012
6,098 cars are sold every week on eBay’s core
iPhone apps
Selling on eBay Motors: Mobile
269,498 Parts and Accessories are
sold each week on eBay’s core
iPhone apps
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Parts & Accessories Online Sales Cycle:
Inventory Selection
Merchandising
Drive Traffic
Deliver Value
Reputation Management
Reporting and Analytics
Inventory Selection: Where Do You Start?
•Special Order Parts•Aged Inventory•Niche Products•Services
• A wheel or tire sells every 30 seconds
• A part or accessory sells every 1 second
Source: eBay, Summer 2011Inventory Selection
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Merchandising – Photos:
Getting Started
• Camera – 5.0 Megapixel or higher recommended
• Tripod – using a tripod is the great way to get clear pictures
• Camera - 4 megapixel or higher digital camera.
• Resolution –medium or higher resolution (1024x768 pixels or larger)
Getting Started
• Camera – 5.0 Megapixel or higher recommended
• Tripod – using a tripod is the great way to get clear pictures
• Camera - 4 megapixel or higher digital camera.
• Resolution –medium or higher resolution (1024x768 pixels or larger)
Merchandising
Merchandising – Photos:
Photo Best Practices• Lighting – Use natural or
diffused natural lighting
• Background – Use a clean / light background and avoid background clutter
• Distance – shoot photos at a close range
• Details – Show all details
Photo Best Practices• Lighting – Use natural or
diffused natural lighting
• Background – Use a clean / light background and avoid background clutter
• Distance – shoot photos at a close range
• Details – Show all details
Merchandising
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Merchandising – Descriptions:
Getting Started
• Details– Fully explain the part or accessory
• Format – Use a format that is easy to read with short paragraphs and bullet points
• What is it? – Provide the year, make, and model the part or accessory is designed for.
Getting Started
• Details– Fully explain the part or accessory
• Format – Use a format that is easy to read with short paragraphs and bullet points
• What is it? – Provide the year, make, and model the part or accessory is designed for.
Merchandising
Merchandising – Descriptions:
Getting Started • Paragraph #1 - What is the part? (make, model, year,
condition, color?
• Paragraph #2 - Where can this part be used? (compatibility)
• Paragraph #3 - Pricing / Warranty / Return Policies
• Paragraph #4 - Who are you and how do they reach you?
• Paragraph #5 - Why is your dealership special?
Getting Started • Paragraph #1 - What is the part? (make, model, year,
condition, color?
• Paragraph #2 - Where can this part be used? (compatibility)
• Paragraph #3 - Pricing / Warranty / Return Policies
• Paragraph #4 - Who are you and how do they reach you?
• Paragraph #5 - Why is your dealership special?
Merchandising
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Merchandising: Titles and Keywords 13
Titles and Keywords 1. Provides additional information
about your vehicle.2. Pique the interest of potential
buyers by providing them with more descriptive information on the vehicle.
3. Make your listing standout in search and listings.
Merchandising
Drive Traffic - Listing Tools:
Listing tools help turn your raw inventory into online, transactional, sales listings.
Drive Traffic
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Drive Traffic: Pricing
Drive Traffic
Drive Traffic: Pricing
Drive Traffic
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Drive Traffic – Market Research Tools:
Learn what is being search for, what is being purchased, who are the top sellers and what their prices are.
VendioTerapeak
Drive Traffic
Drive Traffic: Market Research Tools
Learn what is being search for, what is being purchased, who are the top sellers and what their prices are.
www.terapeak.com
Drive Traffic
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Drive Traffic: – Online Storefront:
Drive Traffic
Drive Traffic: – eBay Store:
Drive Traffic
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Drive Traffic: Stores Benefits
Example Parts Seller
Drive Traffic
Drive Traffic: Omniture Reporting
• Detailed Omniture Reporting available through your eBay Store.
• Know what is and what isn’t working
You have the ability to track:• Page Views• Unique Visitors• Search Engine Results• Time Spent Per Visit• Much More
ExampleDrive Traffic
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Drive Traffic: My World
Drive Traffic
• Use the “About Me” page to provide visible content about your business and tell the eBay buyers about you.
• Content-rich “About Me” pages perform well in Natural Search • Provides credibility with buyers and generates more leads. • The “About Me” page is the only place on eBay where a seller can provide a link
to outside websites.
Drive Traffic: About Me Page
Create About MeDrive Traffic
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Drive Traffic: Setting Up Your PayPal Account
Why should you offer PayPal to your buyers? • Buyer have access to multiple funding
– Balance in PayPal Account– Bank Account– Credit Cards– Buyer Credit (GE Financial)
• 80% of eBay buyers already use PayPal • 97% of items purchased on eBay listed PayPal as a payment option. Of
US transactions paid with PayPal, 25% were paid within 5 minutes and 73% within 24 hours
Drive Traffic
Deliver Value: Process
• Before transaction- Make sure that information within your listing template is clear and detailed
• During transaction- Quickly answer any questions that you receive about your product
• Post transaction- Invoice the Customer, Confirm Payment, Provide Shipping with tracking, and follow up with post transaction email
Deliver Value
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Deliver Value - Item As Described:
Deliver Value
Deliver Value – Communication:
Deliver Value
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Deliver Value - Shipping Time:
Deliver Value
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Deliver Value - Shipping and Handling:
Deliver Value
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Reputation Management:
Reputation Management
• PowerSeller
• eBay sellers who achieve a PowerSeller rating can benefit from:– Enhanced customer support
– Unpaid Item Protection
– UPS rate discounts
– Top-rated Seller eligibility
– And more…
• eBay Top-rated Seller
• Along with PowerSeller benefits, Top-rated sellers receive additional rewards including:
– Prominent Top-rated seller badge on View Item pages
– Promotion in Best Match search results
– Exclusive ability to purchase Featured First
– Discounts on Final Value fees
Maximizing Your Presence on eBay Motors:Top Rated Seller
Reputation Management
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Reporting and Analytics:
Reporting and Analytics
Best Practices Discussion:
www.ebaymotors.com/[email protected]
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1. Research site
2. Select category for
listing
3. Create unique listing title based off product and
fitment
4. Populate listing with
vehicle fitment, part
number, product
information & brand details
5. Upload image(s), determine
pricing, product
quantity and shipping
6. Specify return policy,
warranty information
and payment instructions
7. Submit Listing
eBay Link - Set business rules then process runs automatically
Dealer Support: The Dealer Hub
www.eBaymotors.com/training
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