PSAM Training workshop

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Presentation transcript:

PSAM Training workshop Date: 28th Apr, 2015

SELLING TACTICS

eBay Business YOUR eBay BUSINESS Marketing Account Performance Logistics Customer Service Price Research Products eBay Policy

BEST MATCH CRITERIA Item Title – Fitting products, don’t over-use keywords Seller rating – Top rated seller to gain best match Price – Cheaper price than competitor Sold Record – Gain exposure as hot items Shipping fee – Free shipping under search criteria Item Location – local location for fast shipping

BEST MATCH CRITERIA

BUYER BUYING FACTOR Number of people view Number of Watchers Limited quantity Sold record Promotion Tag

LISTING ANALYTICS My eBay > Summary > Application >Manage Applications 2. View all your active listings then drill down by category 1. See how your listings compare to Top Five listings Revise a listing to optimize right from the application Review tips for improving your listing performance 3. See trending for a listing

PERFORMANCE REVIEW 1. Logistics report Shipping mandate Handling time Subscribe the report on http://pages.ebay.com.hk/export/index.html or http://www.ebay.cn > 賣家中心 > 買家體驗報告 1. Logistics report Shipping mandate Handling time 2. Selling Allowance Qualification for increasing allowance

PERFORMANCE REVIEW 3. Defect listings Subscribe the report on http://pages.ebay.com.hk/export/index.html or http://www.ebay.cn > 賣家中心 > 買家體驗報告 3. Defect listings Suggest to remove high defect listings 4. Selling performance - Defect rate in count

非BelowStandardSeller SELLING ALLOWANCE http://cbt1.ebay.com.hk/ws/eBayISAPI.dll?VideoVerification Video Verification Apply to new / dominant account Increase selling allowance to around 76 after verification Subject to change 檢查項目 標準值   美國站賣家標準表現 非BelowStandardSeller 過往3個月糾紛率 <2.7% 英國站賣家標準表現 當前銷售額度使用率  >=50% 德國站賣家標準表現 當前成功銷售比率  >=1% 全球賣家標準表現 運送時間DSR - 美國 <2 / 0.6% 過去12个月好評率 >=98% 運送時間DSR – 英國 過去30天中差評率 <=2% 運送時間DSR – 德國 <2 / 0.9% PayPal賬戶狀態 正常 運送時間DSR – 全球 Seller can only request for higher selling limit 30 days after the last request Make sure the account is qualified for raising selling limit before sending request

BE A TOP RATED SELLER

SELLER STANDARD 3.0

Unexpected defect (Aug) SELLER STANDARD 3.0 Defect rate will not affect your above standard status until you have transactions with defects from > 8 different buyers (> 5 different buyers to impact Top Rated status) over the most recent evaluation period 3 Months evaluation 12 Months evaluation Transaction higher than 400 in 3 months (high volume) Transaction lower than 400 in 3 months (Low volume) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Today 20th Dec Unexpected defect (Aug) Low volume evaluation: 12 month (Dec 2013 - Dec 2014) High volume evaluation: 3 month (1st Sept 2014 - 30th Nov 2014) According to moving trend evaluation period, high volume sellers can pass through the unexpected defect transaction period shortly

SELLER DASHBOARD View seller performance of different corridors through seller dashboard Download report to find out the high defect items

VALID SHIPPING CARRIER Only valid shipping carrier could show detail delivery details Adopt Shipping tools for upload tracking number automatically http://shippingtool.ebay.com.hk/ Shipping Mandate: 90% U.S. address require E-express or above service Check on time lapse of postage after tracking upload 0-4.99USD items (include shipping fee) exclude from this program Top rated seller in U.S.: 90% of U.S. registered buyer transaction require E-express or above service All items are included in this program

17 TOP RATED SELLER

eBay POLICY & SELLER PROTECTION

Auction-style Listing DUPLICATE LISTING CANNOT List identical items in one multi- quantity fixed price listing. List items with variations such as size and color in one fixed price listing with variations. Different accounts listing identical items in one site CAN Identical items listing on different sites [blocking country of each other] Buy it Now Auction-style Listing Fixed Price Listing

DEFECT REMOVAL SCENARIO Opened Case (INR/SNAD) Feedback Protection when Seller Wins a Case Resolved Removed (feedback, comments) All buyer feedback (positive, negative, or neutral) will be removed Any related comments and detailed seller ratings left on that transaction will also be AUTOMATICALLY removed

DEFECT REMOVAL SCENARIO http://pages.ebay.com/help/policies/defect-removal.html/ Automatically Remove Not Eligible for Removal Buyer didn't pay and an unpaid item case is recorded Case is ruled in the seller's favor Defect was the direct result of an eBay site issue or an eBay program error eBay takes action on a buyer for activity that violates the Buying Practices policy eBay or PayPal instructs you to hold a shipment or takes action to cancel the transaction Systemic problems such as carrier delays, items stuck in customs, or power outages due to extreme weather conditions. Resolved a buyer's problem after an eBay Money Back Guarantee case is opened Neutral or negative feedback that is later revised by the buyer A Feedback comment that violates eBay policy, such as containing profanity or links. The Feedback comment is removed, but the Feedback rating and any related defects aren't removed. Shipping-related defects when the transaction doesn't have tracking When an eBay Money Back Guarantee case is refunded to the buyer by eBay as a courtesy, without a ruling of who was at fault. How you can protect yourself: Automatically manage unpaid item cases with our Unpaid Item Assistant tool Report a Buyer if someone’s violating our policies Keep track of how we’re protecting you in your Seller Dashboard. 

FEEDBACK POLICY Auto 5-stars rating Manual Feedback Removal Shipping Time 1-day handling in your listing Upload tracking by next business day Item confirmed delivery within 4 business days Inconsistent Comments Feedback comment is inconsistent with structured fields in transactions “Wouldn’t play on my DVD player it was the wrong format!” Communication 1-day handling in your listing Upload tracking by next business day No communication and no Buyer protection case (INR / INAD) Issues with tracking number Item delivery issues with proof of tracking numbers or eBay messaging System “I never received my item” (with tracking delivered or M2M received proofs) Shipping Cost - Offering free shipping Wrong Address Buyer chooses wrong address/ changes address after purchase “Seller sent to my old address after I updated this on eBay.”

CASE HANDLING Open Case Timeline Significant Not As Describe Case Payment Time Handling Time Estimated Delivery Date (EDD) (If EDD is not available then from 10days after payment) Significant Not As Describe Case Buyer can open (INR) case on the second day after paid day, until EDD + 30 working days Item Not Receive Case Buyer can open INR case on the day after EDD until EDD + 30 working days

CASE HANDLING Respond Case My eBay > Summary > Resolution Center Both parties have up to 30 days to work things out Buyers can escalate the case after: US: 3 working days UK: 8 calendar days DE:11 calendar days

CASE HANDLING INR Case handling In Favor Case condition: 1, Home > Resolution Center In Favor 1. Receive item before escalation 2, Click on the “Take action” of the case Item Delivered Before After Escalation Seller 2. Not Receive item before escalation Item Delivered Item Delivered 3, In the case detail page, click “Respond to case¨ Before After 4, Insert shipping carrier and tracking number Escalation Buyer 3. Receive item after escalation Item Delivered Before After Escalation Buyer

CASE HANDLING SNAD Case handling 1, Home > Resolution Center Case condition: 2, Click on the “See case details” of the case Provide Return Address 3, In the case detail page, click “Respond to case” 4, Return address MUST same as item location 5, Buyer mandate to return items with proof of delivery for refund. 6, Case will close in seller¡¦s favor from last buyer response / update after 21 days automatically.

eBay Update

Mandatory item specific Effective in Jun 2015 Adding Unique Item Specifics Gain higher exposure in search result Sellers can update listings in bulk by bulk listing and edit tool http://pages.ebay.com/sellerinformation/build-your-business-online/boost-profits/editing-tips-tools.html Mandatory field For listings with “new” in condition, Following item specifics are mandatory Brand MPN (manufacturer part number) GTIN(global trade item number) if needed UPC (Universal Product Code) EAN (European Article Number) ISBN(International Standard Book Number) *Seller need to fill in “Not applicable” for item specific not fitting the listings Mandatory Category Baby Computers/Tablets & Networking Music Books Consumer Electronics Musical Instruments & Gear Business & Industrial (Business, Office & Industrial) DVDs & Movies Pet Supplies eBay Motors Sporting Goods Cameras & Photo Health & Beauty Toys & Hobbies Cell Phones & Accessories Home & Garden (Tools & Equipment only) Video Games & Consoles Clothing, Shoes & Accessories (Shoes only)

Fee change in US site For Store sellers, if auction listings are sold, the insertion fee will be credit The $1 special duration feature fee for 1-3 days duration auction will not be credited even sales successfully new final value fee cap of $250 in select BI categories, including Heavy Equipment Fixed price listings in media categories will no longer have a different insertion fee Sellers can maximize visibility to 10-day duration without extra feature fee on auction-style listings The feature fee will increase in price to the greater of $3, or 2% of the reserve price with a cap of $100 http://announcements.ebay.com/2015/03/2015-spring-seller-update-bringing-more- visibility-and-value-to-your-listings/

Cancel Transaction Flow Updates (Buyer initiates) Buyer initiates cancel transaction Buyer Seller Can only request within 1 hour of purchase time Cannot initiate if seller marked as shipped or uploaded tracking Seller accepts cancellation: FvF will be refunded Buyer cannot leave NNFB or DSR ratings to you Seller can directly refund buyer via the flow, and has to do it within 10 business days If no refund after 10 business days, buyer can open INR/SNAD return request Seller no response Will be treated as a decline after 3 business days (see below) Seller decline Transaction will continue Buyers can leave defect just as normal Best practice: Always accept Buyer Cancel request, DO NOT mark as shipped in 1 hour For cancellations, always refund to buyer within 10 business days 

Cancel Transaction Flow Updates (Seller initiates) Seller initiates cancel transaction Buyer Seller I don’t have the item in stock anymore Seller Defect The buyer has requested a cancellation No Seller Defect Buyer hasn’t paid but wants to cancel transaction -Accept the cancellation request from buyer -Choose “the buyer has requested a cancellation” as the reason -Once buyer accepts the cancellation, FvF will be refunded -If buyer hasn’t accepted the cancellation within 10 business days, seller can’t get back the FvF Not yet received payment from buyer PP Payment -Reconfirm with buyer that if the item is needed via eBay message -Choose “unpaid item” as the cancel transaction reason -FvF will be refunded, cancellation completed -No buyer acceptance required FvF will be refunded Cancellation completed Seller can directly refund buyer via the flow  Best practice: If seller refund via PayPal directly with no eBay message with buyer, it will be counted as a defect Buyer still can leave NNFB about the transaction

Managed Return Structured Flow Buyer view: Buyer Initiate Structured Returns Request The only 3 Remorse Return reasons, which will not count defect for seller. All other reasons are considered SNAD return defects for the seller. Earliest request date: Payment + 1 biz Latest request date: Payment + 60 biz Both buyer/seller cannot escalate within 3 biz days (US / AU / CA) or 8 calendar days (UK) from open request, please refer to the exact date given by eBay for the most accurate Seller-Make-It-Right deadline MANAGED RETURN STRUCTURED FLOW

Managed Return Structure Flow

OPTIMIZE YOUR BUSINESS

eBay BILLING CURRENCY Invoice from eBay.com Invoice from eBay.com.hk URL:https://arbd.ebay.com/ws/eBayISAPI.dll?SBCChooseCurrency Complete Payment by one time payment method within 7 Days Rate Invoice from eBay.com Invoice from eBay.com.hk US $1,000 HK $7,800 Bill in HKD X 7.8 US $1,000 HK $7,550 Withdraw USD in Paypal X 7.55 Loss 3% (HK $250)

eBay PROMOTION MANAGER URL: http://cgi1.ebay.com/ws/eBayISAPI.dll?SellerDiscountCampaignDashboard Only apply to Seller having store in that site (US, UK) Increase Order Size To promote your entire store or a category of items, create order size offers

eBay PROMOTION MANAGER Cross-sell related To inspire the purchase of specific items that are often purchased together, create related items offers

44 eBay PROMOTION MANAGER Increase Traffic (Coupon) Create an Increase Traffic Link for your buyer to get preferential.

45 eBay PROMOTION MANAGER Shipping Discount In order to attract buyers to purchase a bulk order from the same seller

VACATION SETTING 2 Turn on setting 1 Vacation Setting

VACATION SETTING Longer Handling Time (Over 4 Business Days)

BUSINESS POLICY

BUSINESS POLICY Payment policies Additional checkout policies Review the custom set of business policies for postage, returns and payment information automatically created by eBay. These are based on your current active, scheduled and ended listings. Payment policies Additional checkout policies

BUSINESS POLICY Return Policies Shipping Policies US / International shipping Handling time Combine shipping [Account level] Shipping rate table [Account level] Exclude location

BUSINESS POLICY Best Practice Periodically review your existing policies and consolidate them whenever possible, to keep listing quick and easy. Review your current listings to make sure that they don’t contain any potentially conflicting information around postage, payment and returns within the item description. You may bulk edit business policies

BUSINESS POLICY Out of Stock function Minimize the Out of Stock defect Will be fully launched in Feb 2015 For details, you can refer to http://pages.ebay.com/help/sell/multiple.html#outofstock

BUSINESS POLICY International rate table (IRT) Leverage IRT to specify shipping fee to different country. Benefit seller listing to EM countries, e.g. RU

BUSINESS POLICY International rate table (IRT)

BUSINESS POLICY International rate table (IRT)

BUSINESS POLICY International rate table (IRT)

BUSINESS POLICY International rate table (IRT) Check this box to use Intl rate table. To edit (if necessary), click on the “Create/Edit rate tables”

Economy shipping showing $20 as cost to AU Buyer BUSINESS POLICY International rate table (IRT) Economy shipping showing $20 as cost to AU Buyer

MANAGE COMMUNICATION

MANAGE COMMUNICATION WITH BUYER With Selling Manager Pro, you can customized your message with buyer: Thank you for buying your items Leave Tracking information Leave contact information Ask them to provide positive feedbacks

MANAGE COMMUNICATION WITH BUYER Thank you card / Sticker after purchase Greetings to buyer and thank you for their purchase Motivate them to provide positive feedback Remind buyer to contact you through message box http://community.ebay.cn/thread-1200312948-1-1.html

MANAGE COMMUNICATION WITH BUYER After sales thank you letter avoid buyer to “contact seller” which easily lead to an open case (INR / SNAD) provide a direct email or telephone number for buyer to contact attach this link(with your seller ID in the URL) ask the buyer to contact you directly by clicking it http://contact.ebay.com/ws/eBayISAPI.dll?ContactUserNextGen&&recipient=SELLER_ID&guest=1 Actively contact buyer in the following cases: Discovered the tracking is still “in transit” when the EDD is close Found the product may not suitable for the buyer When the parcel is delivered to remote countries Found the parcel is held in custom

THANK YOU