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[NOTE: In the last issue, Michele Johnson wrote about the importance of establishing a clientele and how she did it. Here, she gives some advice on how YOU can establish your own following of loyal customers.]
Anyone can establish a clientele who will continuously shop with you. It requires getting new customers and then keeping them. Here are some ideas to get you started:
Post to mailing lists and include your signature line with a link to your Web page or auctions at the bottom of every email. People do click on those!
Set up your own Web site. This lets people know more about you, and it builds an environment of trust. It also shows people you are in business, and that you have other items to sell.
Join "auction announcement" lists related to the items you sell. When you list new auctions, post an announcement to these lists. There is a wealth of mailing lists at YahooGroups. Sign up and post to lists that allow announcements on the subject of what you are selling. (Make sure the list allows this.)
Start your own announcement and promo mailing list and invite people to join. Let your list know first when you put up new items. Give your own list members "perks." I have seen some people who give their winning bidders free shipping if the winner is a list member. Some people give discounts. It doesn't matter what you give, but THAT you give.
In every email to winning bidders, include an invitation to visit your Web site. If you don't have a site yet, give the winner the URL of your auction seller list or About Me page, just to let them know you have other things for sale. Don't assume they will know - tell them!
Put a packing slip in every package. On that packing slip, include another invitation to visit your site. Other things that can go in the package are business cards, bookmarks, flyers, postcards, coupons for future savings, etc. Let that customer know that you want them to return and shop with you again.
Everywhere you go, tell people what you do and where you do it. Give out Web site business cards that lead them to your site and to your auctions.
Customer service is a MUST. Do it and do it well. Offer a range of payment options. Make closing the transaction as easy on the customer as possible.
Always do what you say you will do. People will grow to trust you, which is essential in getting them to come back.
Deal with people if offers are reasonable. This shows people you are open and willing to do business with them.
Specialize in one area. Most of the time when people begin auctioning, they sell things from around the house. Sell things that are like each other at the same time. Sell the clothes first, then the books and videos, then the knick-knacks and decorative items. By then, you probably will have found a product you love to sell, and you can specialize in it.
Get your site listed on other sites - get them to provide links to you. This is a fabulous way to get noticed if you have a Web site.
And the best thing to do to establish new clientele and keep the old is to be kind to people! What you give out WILL come back. Invite those new customers in and ask them to become a part of your customer family. Continuously let them know you are there for them when they need your product. And then be there when they are ready.
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