Topic: Member Workshop: Improving Your DSR and Customer Experience with Product Sourcing Best Practices
Host: whatdoisell and worldwidebrandsinc Date: Thursday 03/06 Time: 10:00 a.m. to 11:00 a.m. Pacific time Location:Workshop Board
Description: Every positive customer experience starts with providing your customers the products, value and selection they desire. Please join eBay Certified Providers, Colette Marshall of WorldWide Brands and Lisa Suttora of WhatDoISell.com as they discuss how to use product sourcing best practices to increase customer satisfaction through products that you sell. In this workshop you’ll learn how the right kind of product sourcing can lead to higher Detailed Seller Ratings, better customer feedback and repeat business!
Hello, this is Colette Marshall, Marketing Director for WorldwideBrands.com and I’m Lisa Suttora, Founder/CEO of WhatDoISell.com and we’d like to welcome you to today’s workshop!
Every positive customer experience starts with providing your customers the products, value and selection they desire.
And today we’re here to discuss how to use product sourcing best practices to increase customer satisfaction through products that you sell.
In this workshop you’ll learn how the right kind of product sourcing can lead to higher Detailed Seller Ratings, better customer feedback and repeat business!
The workshop content is directly below. After you’ve read through today’s workshop, we’re here to answer your questions about product sourcing best practices, how to apply them to your business model, and how to provide a customer buying experience that will facilitate strong DSR ratings.
We look forward to talking with you over the next hour!
Lisa Suttora, WhatDoISell.com Colette Marshall, WorldwideBrands.com
While Detailed Seller Ratings (DSRs) are given at the end of the sales transaction they are not determined at the point your customer sits down at your computer to leave you feedback.
The path to strong DSR ratings starts from the moment your customer makes the decision to “click through” to your listing. Once a buyer clicks through to your listing, its look and feel, the branding and the presence you have on eBay plant a seed in their mind about the possibility of doing business with you.
But what attracts a buyer to that listing in the first place?
It’s the “engine” of your eBay business – the products you sell. And it’s in this area that we’re going to focus on today!
Because the products you offer your customer set the stage for that eventual 5-Star DSR rating.
Why the Products You Sell Influence Your Customer’s Buying Experience
When people think of a positive customer experience, most people automatically think of customer service.
But customer service really begins with the products you sell.
In its most basic form, what it selling?
It is servicing the customer’s wants and needs, both conscious and sub-conscious.
Selling is not about pushing products.
Behind every buyer purchase is a person with a want or need that they are looking for you to fulfill.
Having the products your buyers want.
Offering people quality, value and selection.
And doing so in a manner that makes it easy to shop with you!
When your buyer comes to your eBay listing or store and finds a well thought out assortment of products, you’ve already taken that first step towards meeting their wants and needs.
So let’s talk about product sourcing best practices and get right to finding out how to give your buyers what they want and inspire them to rate 5 stars for each transaction with you!
As you read through these strategies you might wonder how to relate some of these strategies directly to 5 star DSRs.
But here’s the key to keep in mind. It’s the SUM of these strategies that impact OVERALL a customer’s OPINION on how the transaction went.
If a buyer feels good about their buying experience with you, they are more likely to rate you higher overall, than they would if their experience was only “so-so”.
So keep in mind as you read these strategies, that is an overall game plan for higher DSRs that we are laying out that will improve the buyer’s experience with your business.
Product Sourcing Best Practice #1: Offer Levels of Products
One of the most important building blocks for good product sourcing is to offer your customers different levels of each product. This would include: - Entry Level Versions - Mid Range Versions - Deluxe Versions
For example, do you sell espresso machines? Offer your customers models and brand names in entry level versions, mid-range models and high end deluxe models.
This accomplishes three things:
1. It allows people who are new to your business to “try you out” by purchasing a moderately priced product and then come back to purchase additional higher priced products from you at a later date.
2. It enables you to attract a broader range of customers
3. Offering your customers an assortment of moderately priced products up through deluxe versions will allow you to offer products that better meet your customer’s needs.
This is called up-selling and we’ll talk about it later in this workshop.
How does this impact your buyer’s experience?
Well the studies show that when a buyer has choices and options within the same product line, all featured in one store, they are more likely to comparison shop and make a purchase in that store.
Using the scenario above, you are now the eBay seller who has thought ahead and anticipated what types of products different buyers will want.
And that sets the tone right up front for the first step to solid feedback. Making your customers lives as EASY as possible.
Now let’s move on to best practice #2 and see how you can build on the first step and make your offerings even better…
What do you offer in your product line that your competitors do not?
This is called added value.
The other day I was at a bookstore and saw a huge stack of cookbooks about baking published by the folks at KitchenAid.
If you were an eBay seller who sold expensive KitchenAid stand mixers and food processors, a value added service would be to bundle this KitchenAid exclusive cookbook with your KitchenAid mixers and food processors.
You can be as creative as the limits of your imagination when creating added value to your product line.
Let’s say you want to begin your business by selling original garden art pieces.
Rather than focus solely on selling and marketing custom pieces, you add value to your business by sourcing some additional products that are in-demand by your target customer.
They come to your eBay store looking for the in-demand products and find a dynamic selection of merchandise to outfit their outdoor garden, including your custom garden art pieces.
The end result? A customer who knows that you provide something “extra” that they can’t get from other sellers. You get a customer who is delighted with your products and business! And you get great feedback!
Product Sourcing Best Practice #3: Cross-sell Products
Cross-selling brings us back to giving your buyers what they want, all in one place. It also means thinking ahead and sourcing add-on products that they never even knew they needed!
Until that is, they came into your eBay store.
Stock your eBay store with those additional add-on or cross-sell products for your customers to choose from.
For example, if you sell baby clothes, a cute snuggly stuffed animal might be the perfect item for cross-selling.
Selling electric razors to guys? ... Carrying an assortment of great selling after-shave or even an anti-fog mirror for the bathroom makes that additional purchase almost a no-brainer for your customer.
The key here is that you are doing the PRE-SHOPPING for your customer. You are thinking through what products are a complementary fit for your product line. You’re getting into the mind of the buyer and going through the shopping process in their head.
“If they buy product A, what other products might they also be interested in?” Then you make these products available to them.
This way, when Joe/Jane holiday buyers come to your eBay store and buy ‘product A’, products B, C, and D are right there waiting for them and you’ve made the cross-sell!
Product Sourcing Best Practice #4: Up-Sell Products
In product sourcing best practice #1 we talked about the benefits of selling different levels of products.
With up-selling, here’s your opportunity to showcase the benefits of your high-end products and explain to your buyers how these products can better meet their needs.
We’re not talking about pushing a product on to a customer that they don’t need or want!
We ARE talking about knowing your market SO well that you can readily write a listing description that describes to a “T” what benefits your customer will gain if they upgrade to a higher end item.
Product Sourcing Best Practice #5: Know Your Drop Shipper
With the increased importance on DSR ratings it’s now more important than ever to establish a good relationship with any companies who drop ship single item products for you.
When you ship your own merchandise, you have control over exactly when it will go out the door. With drop shipping, you are relying on someone else to get that product to your customer.
And if you use a hands-off approach with your drop shipper, you’re likely to run into trouble with customer satisfaction.
Therefore before you start working with a drop shipper, here are a few quick tips to make sure that everything is setup for the best level of customer service you wish:
1) Make sure to read the policies and procedures of your suppliers to learn about their payment and shipping requirements
2) Match the shipping times accordingly with your supplier’s shipping ranges. For example, you don’t want to say the product will ship in 24 hours if the suppliers minimum shipping time is 48 hours.
3) Be alert to the time zones that the product is being shipped from and where your supplier resides. If the supplier is waiting on your payment and you don’t send it to them after midnight in their time zone, then your order will take another day to process. Take the time to streamline the ordering process with your supplier as much as possible.
Product Sourcing Best Practice #6: Test Your Drop Shipper
Before employing the services of a wholesaler that drop ships, you want to test out their packaging, delivery and overall process.
This means ordering some items for yourself and then having them drop shipped to you or a friend FIRST before you ever give your customers the opportunity to buy the product.
By using this process, you’ll be able to inspect the packaging and make sure that it’s up to your standards, track the shipping time and get a feel for the wholesaler’s overall process.
It’s a good idea to place at least 3 different orders with a drop shipping company before selling their merchandise on eBay.
By purchasing a small quantity of merchandise like this, you are also being proactive to prevent an “out of stock” position.
If you end up in a situation where the product is out of stock with the supplier but you have a listing that just ended, having a small quantity of the merchandise on hand will give you the ability to send that product straight to the customer yourself.
The customer will feel like they received great service with on time delivery and won’t feel the frustration of having to wait for the product they just purchased. You not only want to be active in promoting positive feedback, but you also want to be proactive to prevent situations that will result in negative feedback.
Product Sourcing Best Practice #7: Offer a Guarantee on Your Product
Selling on the Internet has many advantages for buyers and sellers alike. But the one thing working against all Internet retailers is the inability for your customer to see and touch the product AND to know who they are buying from.
Every time a buyer orders online from a new seller, they are making a leap of faith. As an eBay seller, you need to meet your buyer half way and guarantee that they will be satisfied with your product.
MOST customers will never find reason to invoke the guarantee. But just knowing it’s there sets you apart in your customer’s mind from other sellers whose listings scream “All Sales Final”
Product Sourcing Best Practice #8: Communicate Features and Benefits
It’s not your buyers job to figure out if you have the right product for them. It is your job as a seller to tell them everything they need to know in order to make their purchasing decision.
When you are sourcing your products make SURE that you get all the information you need from your supplier to accurately describe the features and benefits of the product you’re selling.
If what you have is a little on the skimpy side, do your own research and get more information on the products and then COMMUNICATE those features and benefits to your customer.
A one-liner listing description doesn’t do it.
And a minimalist approach gives your customer the impression that everything else they are going to get from you will be “minimalist” too.
In doing a random (non-scientific) sampling of eBay listings and looking at sellers’ listings and related feedback and DSRs - the sellers who go the extra mile with their listing descriptions have consistently higher DSRs than those who skimp on the details.
It’s easy as a busy entrepreneur to feel bogged down by incoming customer questions about your product or service.
But a simple mindset change can make the switch between viewing a question as simply a question and viewing it as an opportunity to turn a potential customer into a paying customer!
When a customer takes the time to write to you with a question about your product, this usually indicates a strong interest on their part in your item and this is your opportunity to take that question and turn it into a sale!
Be generous with the answers about your product, how it works, how it can benefit your customer. Use your reply email, not just as an opportunity to give a quick reply to a customer, but to SELL your product.
For example:
“Thank you for your inquiry on our SweetHeart patent leather shoes. These adorable white patent leather shoes do run true to size. We’ve been selling this line of shoes for several years now and have found that both the width and length are a standard fit.
With Easter coming up, these shoes are perfect for an Easter dress and all the spring and summer dresses ahead.
Please let me know if I can answer any further questions about these shoes or help you with your purchase.
Thank you! Sheila Sheila’s_ShoesLet’s take a look at what’s just happened here…
You’ve demonstrated a thorough knowledge of your product, given your customer further ideas on how to use it, offered to help them with their purchases on eBay and established trust and credibility by sharing that you are a long-time seller of this brand.
You’ve used that customer question to sell your product, to service your customer and to set the stage for a higher DSR rating once they make the purchase.
Bonus Best Practice #2: Show New Buyers Around eBay
This morning I was reading a post on a discussion board where an experienced buyer and seller was talking about the difference in treatment she receives when she buys with her (8) feedback account versus her (10K+) feedback account.
When buying with her (8) feedback account she’s been called a “newbie”, her product questions have gone unanswered, and the general level of service she receives declines.
As an eBay seller, you represent all other eBay sellers in the minds of the buyer. Think of yourself as a goodwill ambassador to eBay buyers.
Even if they don’t buy from you the first time you are contributing to the overall perception and word of mouth about what a buyer will find when they come to eBay.
Bonus Best Practice #3: Not Every Buyer is Perfect
There will be times that no matter what you do, you can’t satisfy your customer. There will always be a small percentage of people who, for reasons that have nothing to do with you, will complain, grouse, and even when you’ve bent over backwards to please them, leave you a less than desirable DSR rating.
Fortunately, these occurrences are the exception and not the rule. And they happen to everyone. Online sellers, offline retailers, big stores, small stores. eBay or Nordstrom, it happens everywhere.
When you set the standard for a certain level of product selection, quality, value and service for your business, and you adhere to that with every transaction, at the end of the day, you can feel confident that you have done your best to provide your customer with a positive buying experience.
If despite your best efforts, you do end up with a low DSR star, you can only do one thing: maintain YOUR high standards for your business and then move on to the next delighted customer who is going to appreciate the products and service you offer.
With that approach over the long term, you will build a strong, healthy and thriving business.
A good customer experience means that your customer got what he or she came for – and more. The practices we’ve talked about today will go a long way towards fulfilling, and exceeding, your buyers’ expectations.
When you provide shoppers with different options and choices, and clearly communicate what those choices are, you’re putting your buyer in the driver’s seat and giving them the power to make informed buying decisions.
For your customers, this translates to a more satisfying overall buying experience. For you, it translates to higher DSR ratings.
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If a buyer feels good about their buying experience with you, they are more likely to rate you higher overall, than they would if their experience was only “so-so”.
I would somewhat agree with this statement, however, there are almost always at least a few buyers/customers that seem to be extremely hard to satisfy, whether with a good product, s & h (usually a major concern with quite a lot, especially international bidders/buyers) and the end value amount that they have paid for the item or items. In some instances buyers with rate a seller as "so-so" just because they don't feel that they have gotten a great deal in one or more of the areas I mentioned. What would you recommend to make an overall better experience for both buyer and seller that would improve these areas?
What do you offer in your product line that your competitors do not?
This is called added value. Yes, at times, I do.
Rather than focus solely on selling and marketing custom pieces, you add value to your business by sourcing some additional products that are in-demand by your target customer. I also do this, by virtue of adding discounted shipping for multiple wins/purchases, and this is stated in my descriptions. However, not many buyers or potential buyers read this, are aware of the discounted shipping and win more then one item. (although they may try to, but are outbid which prevents this, and with some after this has happened, will take longer to pay for the 1 item that they did win, and it carries over into their interpretation of a "so-so" experience, but not reflective, IMO, of my abilities to provide a good product and service), so how can I improve in this area?
Hi tunes-n-stuff, It is definitely true, sometimes no matter what you do or how great of a buying experience you provide your customers, there will always be some people who will not be satisfied.
However, there are some things you can do that will help to facilitate the buying experience.
One of the things that we are recommending to all our WDIS clients is to include a flyer in each package outlining your desire to provide 5 Star DSR Customer Service and if we didn't meet your needs to please contact us.
What this does is imprint in the buyer's mind when they receive their package that you strive to provide an excellent experience. This gives them some further "feel good" vibes when they open their package.
Also it is unique in that most sellers won't do this, so it stands out in their mind.
Also in Post #14 we discuss encouraging buyers to ask you a question. This open communication will also help sway those buyers on the edge.
But ultimately, there is no way to please everyone, but you want to gear your business to the 98% of people who will be happy with you!
WhatDoISell, 98% happy customers no longer works on EBAY. I have 100% happy customers, but my DSR rating is not 100%. So, another question is, if drop shippers run out of an item how are we protected on ebay and the DSR system?
It sounds very complicated the options that you offering to your customers. The cusstomer wants always to go through the simpliest process as possible. When you start offering , "you get this ..if you do this" the customer experience starts getting confusing.
I recommend looking at your customer flow and simplifying it as much as possible. Lifesstories gives a great piece of advice in Post 25.
Hi tunes-n-stuff and lifesstories, One thing that happens frequently with listings is that they are not "scannable" - meaning there is a lot of text and pictures etc, and the buyers just zoom right past everything.
One thing that is very helpful when offering discounted shipping is to do what is called "boxing in" that information.
Take your shipping policies, title them and then box them in with a framed box and a light background.
This will help call attention to your shipping policies.
You can do the same thing with your customer service policies as well.
And then put a link in that box to ask you a question if they have any confusion about your policies.
Hi tunes-n-stuff, Sorry for the confusion, I was just using 98% as an example percentage.
If you set your bar for the type of customer service that you want to provide and focus on meeting your goals (and adjusting as need be) it helps you to keep your eye on the bigger customer satisfaction picture rather which in the long run will help your business.
The relationship with your supplier who drop ships is completely in your control. Reference Post #11 for how you can avoid "out of stock" situations. It is your responsibility as a seller to always make sure that there is not an out of stock situation.
1) Always make sure to have open communication with your supplier on inventory levels. Some will have a website that you can log into and others will send you updates through email or phone. But always remember that you're not the only one sourcing from that supplier, so communicate with your supplier and ask them what their expected out of stock situation might be if you're unsure.
2) Always have product on hand that you've purchased that you can recover from an out of stock situation that may occur. (post #11)
It sounds very complicated the options that you offering to your customers. The cusstomer wants always to go through the simpliest process as possible. When you start offering , "you get this ..if you do this" the customer experience starts getting confusing.
How so? I offer one method of shipping to customers in the USA (Priority) and only 1 for International customers (First Class Interantional), both are reliable, fast (within the USA on average all customers receive their items in 2 to 3 days) and until recently with USPS raising fees (which have been and will be raised again in May) both methods were very cost effective to both myself and to my customers. Thanks for your input/criticism.
Hi lifesstories , I just looked at your Feedback and you have excellent feedback - and I see what you mean - that your DSRs are not all 5.
The problem with star ratings is that it is very subjective. Buyers are comparing their shopping experience with you not only with other eBay sellers but also with everyone else they have bought from online.
The one thing to keep in mind is that buyers are rating all sellers with DSRs so the problem of less than 5 star DSRs is something that all sellers are facing.
What this means is that your DSRs will have a ranking relative to other sellers.
For example, there will be other 100% Feedback sellers who have 4.5 on shipping etc. And of course the buyer (in their mind) will think that a 4.5 was a good rating.
So long term, what is important is your relationship with each of your customers. And if you focus on building that relationship, you will gain repeat business.
I know that it is not a perfect answer or situation in terms of the DSR ratings, but the buyers that I have been talking to have talked a lot about looking at a sellers branding, presence, products and feedback comments over DSRs.
I'm apologize for the confusion tunes-n-stuff. There was no criticism meant. I must have mis-read your post. My point was simply that the more you can simplify the process the more your customers will appreciate it.
One thing that happens frequently with listings is that they are not "scannable" - meaning there is a lot of text and pictures etc, and the buyers just zoom right past everything.
One thing that is very helpful when offering discounted shipping is to do what is called "boxing in" that information.
Take your shipping policies, title them and then box them in with a framed box and a light background.
This will help call attention to your shipping policies.
You can do the same thing with your customer service policies as well.
And then put a link in that box to ask you a question if they have any confusion about your policies.
Lisa WhatDoISell.com
Hi Lisa, Thanks for your suggestions! I do highlight all of my s & h information for those the different areas that I do ship to. It does help to eliminate confusion. Your suggestions are very good, well-founded and helpful! I will add that I usually have my s & h info at the bottom of my description. Do you think it would be better for sellers to have this info, and other important info at the top of the description, so it is one of the first and most informative highlighted areas on the auction page?
If you're referring to WorldwideBrands, we don't ship products. We are a product sourcing research company. We research and qualify wholesalers to save you time so that you can get straight to business with wholesalers that are legit and allow their products to be sold on eBay. Your relationship with the supplier is directly controlled by you. Every supplier has different shipping policies and procedures so you would need to investigate with the supplier you're interested in working with about free shipping.
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