Building Success: Selling Your Products on the Web Crystal Wells of Vendio has been involved with online selling for well over a decade. Join Crystal as she shares her vast knowledge of ecommerce sales. Even if you have zero experience selling on the internet, you will gain the knowledge you need to get started.

1. Building Success: Selling Your
Products on the Web
Crystal Wells - Marketing
Vendio Services, Inc.

2. About Vendio
Leading Multi-Channel eCommerce platform
Solution for managing listings, inventory and sales across your own
branded website, Amazon, eBay.
Vendio is quick to get up-and-running without consultants or
programmers. Vendio is a compelling value for business owners that want
to run their company, not their software.
Incorporated in 1999, headquartered in Silicon Valley
Acquired by Alibaba.com in July of 2010
Acquired SingleFeed in June 2011 – CSE data feed management
company

3. Types of Planning

4. Typical Selling Path
Typically, sellers start in one
area and each has different
requirements:
eBay/Amazon/Craigslist
type markets requires
Product-centric Planning
Your own eCommerce
Website requires
Business-centric
Planning
Social Media and
Marketing requires
Marketing-centric
Planning

5. When you need “Product-centric Planning”
You’ll need “Product Planning” for the
marketplace (s) when:
– The Marketplace is the brand and people shop on the
Marketplace (i.e. Amazon/eBay) .
– The main marketing contribution you make is a product
description and imaging.
– You have little control over marketing.
– Design is controlled by the marketplace.
– UX (User experience) is dictated by the marketplace.
– Customer communication is controlled or regulated by the
marketplace.

6. Pro’s and Con’s of the “Product-centric Planning”
Pro’s Con’s
Minimal Start-Up Costs Fees can be expensive.
Easy to Get Started Growth is limited.
Very little opportunity
Proven Format
for customer
relationship building.
Traffic provided by the
Marketplace Payment methods are
controlled
Does not require
design expertise Account is always at-risk
Does not require SEO
knowledge Competition from the
Marketplace (Amazon)
Does not require a or from a large number
large number of SKUs of sellers (eBay).

7. When you need “Business-centric Planning”
When you’ll need Business-centric Planning
– When you are building your own website.
– When you are responsible for customer
traffic, SEO and Content.
– You control the policies.
– You control the UX (User experience).
– You control all customer communication.

8. Pro’s and Con’s of the “Business-Centric Planning”
Pro’s Con’s
Your control
Unproven Format
everything
Requires a volume of
No account-risk
SKUS
You can offer any Requires some SEO
payment method or knowledge
policies
Requires continual
Opportunity for commitment
customer relationship
building Requires basic design
knowledge
Design is controlled by
you Initial set up costs
(design, logo) can be
Content is controlled expensive
by you

9. When you need “Marketing-centric Planning”
When you’ll need Marketing-centric Planning.
– You run your own website and want to increase
traffic.
– You are selling on a marketplace, and want to
increase traffic.
– You wish to engage and drive repeat customers.
– You want to grow your existing business.
– You have customers who can benefit from your
expertise.

10. Pro’s and Con’s of the “Marketing-centric Planning”
Pro’s Con’s
Minimal Start-Up Costs Time Consuming
Hard to separate customers
Easy to Get Started
from lookers
Inexpensive way to test Little opportunity to track
buyer response actual results
Free automation tools Can be addictive and take
away from core selling
opportunities
Opportunity to build
customer relationships Can provide little RIO (return
on investment)

11. Segmenting Task Idea

12. The Components

13. Research
It doesn’t matter what type of eCommerce you
want to be in, it requires research:
Product Research – What to you sell?
– eBay Closed Items, Terapeak, Internet Product Reviews
Business Research – Where do you sell?
– Costs, Marketplace Policy, Customer Relationships
Marketing Research – How do you sell?
– Facebook? Twitter? Blog? Research the tools

14. Sourcing
“Sourcing” is where you get your product and
likely what many of your are here to do.
It doesn’t matter if you are importing
internationally or going to garage sales, you
should look at your products objectively.
Is “sell what you love” the answer?

15. Images
Don’t underestimate IMAGES for
your Markets
If you can, use lamps/light
bulbs that imitate natural light.
Otherwise, your background
will appear slightly yellow.
Always take the photos
without flash
Use a light box
Use a white background.
People do not want to see
your couch (I promise)!

16. Image Don’ts
Don’t make Don’t include
customers dizzy! clutter

17. The Product Description
You are looking a lot of beautiful US Proof
KISS Sets in orginal cases. Many sellers are
selling proof sets for over $15 for common
Use Bullet Points date proof sets. We are selling them all for
$11.95. Each buy it now = 1 Proof Set. This
is a newer less expensive listing
Important Details First compared to our past buy it nows. We
have hundreds sold but now we are
lowering the price even more! We have
Avoid Negativity hundreds of these sets available so take
one or take them all. The dates range from
Only put in product the 1970s to the early 2000s. These are
priced to sell. We bought in such a large
information quantity that we received a discount in
which we are passing on to our eBay
customers. You will receive a random set
Spelling Counts out of the bulk. Please do not ask for a
specific set because it would simply take
Don’t copy too much time to go through all of them
for every sale.
manufactures They will ship out instantly after payment
is received in a bubble wrap mailer with
description tracking.

18. Policy Creep
Easy Returns
By placing an order on this web site, you indicate that you have read and agree to the following return policies and conditions.
Click here to read our web site Terms and Conditions. Returns Must Meet ALL Applicable Criteria. If your returned product
does not match all applicable criteria listed below, it will be rejected by our Returns Warehouse and returned back to you at
your cost. Consequently, your RMA will be nullified, any credit request will be denied, replacement orders will not be
STOP ME
made, and you will be charged for all shipping to and from our Returns Warehouse that may be incurred by us. By requesting WHEN YOU
an RMA and/or shipping a return in violation of this policy you hereby agree to accept our shipment of the return back to you
and to the payment of all shipping costs to and from our Returns Warehouse. Our arrangements with our suppliers and
THINK THIS
manufacturers allow us no room to make warehouse (regardless of when you actually took delivery of the product) to get a IS TOO
valid RMA from our website and get your product to a shipper to return back to us. It does not have to be back in our
warehouse within 45 days, but it does have to be in the possession of the shipper (along with the valid RMA). RMAs must be
LONG
valid, unexpired, and issued for the product being returned. Only one RMA is issued per return. When it expires, you may no
longer return your product. • If you are ineligible for an RMA, contact the manufacturer directly or check any applicable
warranty you might have. See the Manufacturer Contact List at the bottom of this page. • Except as provided for verified
defective products (See Special Returns Policy for Defective Products below), you will be responsible for all shipping charges
for returns sent to our Returns Warehouse. Upon our acceptance of the merchandise in like new condition in strict
conformance with the basic criteria and basic returns policy, the purchase price will be credited to the credit card used for the
original purchase. For merchandise purchased with a gift card as the sole payment method, we will refund the balance due to
you back to a new gift card unless the balance is less than $5 or prohibited by law. Please allow up to fourteen days from
shipment for your return to arrive at our Returns Warehouse, delivery times vary based on shipper selected. Your return will
be processed within 5-7 business days (excluding Saturdays, Sundays, and holidays) after receipt of the item. Many of the
items we sell have Special Return Policies. See the appropriate policy below to see if items you purchase are affected. The
risk of loss for the product being returned shall be with you at all times during the shipment of such product to the returns
center and with respect to any shipments from the returns center back to you, the original distributor or manufacturer, or any
buyer through the liquidation process. Title to the product being returned will remain with you at all times and transfer from you
to the original distributor, or a third party in the case of a liquidation of the return, only upon receipt of the products by such
distributors or buyers. Special Return Policy
Defective Products - Defective products can only be returned in exchange for the exact same product, the purchase price will be
credited to the credit card used for the original purchase (or, if possible, through the original payment method such as
PayPal). Defective products may only be returned within 45 days of the date your product left the warehouse (regardless of
when you actually took delivery of the product). Once your return is processed, and is verified to meet the basic criteria above
and to be defective, your replacement order will be sent to fulfillment. How quickly your replacement product ships after that
depends on product availability.
For products that we verify to be defective, we will reimburse you for your original shipping expenses, provided that your defective return
must be shipped via ground shipment only. If you return your product via a faster, more expensive shipper, you incur the
expenses yourself and any request for reimbursement will be denied.

19. Creating Policies
Keep it SHORT.
Keep your Policies Simple to Understand.
Don’t write a policy for one bad buyer.
Offer liberal return policies when possible (this
is easier for a feather than a refrigerator).
Review all your policies and take out any
negative statement and replace it with a
positive.

20. “About Us” Fear
Let the customer get to know you
and your business by telling your For the fearful…
story.
Many time humor falls flat or the
My phone number is
customer will be put off. Unless
your products are “funny” like gag
gifts, it might be better to stay
professional.
650-293-
Use the About Us or Welcome
page on your web store to your
advantage –
3557
– Use Images of your brick and
mortar
– Tell a story about your background
and interest in your product.
– If you have employees, a group
photo shows “company strength”.

21. About Us – The Five W’s
We are a Lamp Seller
Who are you?
What do you do?
We have been in business since 2001
When did you start?
We work from our Bricks & Mortar Shop
Where are you?
We Strive for Excellent Customer Services How are you
accomplishing what
you say you do?
We believe in the quality of our products

22. About Us – How to Present Yourself
Most Interesting
The Five W’s Summary
Facts from most
interesting to
least interesting
Other
Details Least Interesting

23. Self-Shipping
Set up a shipping process and automate when
possible.
Ship lightening-fast whenever you can.
Customers have come to expect immediate
shipping.
Use new boxes and materials. This saves time
and pleases the buyer.
Your shipping area should have easy to
find/use supplies
Automate tracking numbers and Buyer
Communications.

24. Customer Relationships
Develop Repeat Customers by:
– Including a flyer in with your packages
– Providing excellent customer service
– Consider using coupons to bring them back to your offerings.
– Providing fast shipping
– Providing accurate descriptions
– Set the correct expectations.
– Don’t hide product flaws
– Capture buyer information and needs
– Consider creating a regular newsletter
– Employ Social Media
– Use Email Marketing

25. It is all about Trust
Everything is Trust. A buyer MUST trust your
site, must trust you, must trust your
product, must trust your website or they will
NOT purchase.
On average, the conversion rate for
ecommerce websites is anywhere between 1-
2%. If you’re converting at a less
percentage, take an objective look at your
offering from a customer perspective.
Would you buy from you?

26. Customer Expectations: Influencers in Buyer Purchase Decisions

27. Trust Logos
Show Professionalism by displaying “trust” logos.
- Reputation (Better Business Bureau)
- Privacy (Truste)
- Security (SSL Certificates)

28. Credible Product Selection
Number of SKUs Mixed Pricing
If you have 4 $5.00 If you have ONE $20,000
items, the store may lack Rolex in your dollar store, it
credibility. may make buyers
Would you buy from a store uncomfortable.
that had 10 items? Be careful when the very
Determine the “norm” for high with the very low
your product line. For priced items, buyers may
example, a baseball card think that it is a scam.
seller is too small if he has If you are selling high dollar
100 items, but a lamp seller items, surround those
can easily run a store with items with other higher
100 products. dollar items.

29. Mixing Products
Some items are not suited
to be sold together. (think:
baby toys and knives).
Eclectic can work if it’s a
sensible mix of products
New and Used can also
work if it done correctly
(careful separation)
If you have a product
outside your theme, label it
as a “special purchase”, vs.
trying to fit your fishing
caps in with your
Tupperware.

30. Automation
Automate Everything
Look for:
Ability to manage products and inventory using one service.
Ability to offer post sale support for multiple markets and your
own website.

31. The Domain/Logo
Branding your business is important.
– Having your own domain (not a sub-domain) is important
if you want to brand your business. Spend time finding a
domain that fits your business. Don’t try and shortcut by
using numbers or symbols. (MyAttic12, BestStore$$).
Choose a memorable domain. If you are at a loss, try
combining words like “FastLighting”, “ScanDisk”, etc).
Logo’s define your business
– If you can, have a logo designed professionally. Logo design
services are not overly-expensive and the right logo builds
trust and adds professionalism.

32. The Design
Your Website….Above the Fold
Will set your buyers expectation or cause them to leave
immediately
Use Hero images for sites that have a clear message. They work
great for fashion, products or a single, strong brand.
Do’s and Don’t
Careful with animations!
Do not get overly complicated
Do highlight your benefits
Don’t overdo the text
Do use a logo

33. The Content
Unique Content that is updated frequently is
loved by customers and is loved by search
engines. When designing your website, leave
room to:
– Add unique product content that is added to or updated
frequently.
– Consider the addition of Social Media (Blog, Facebook,
Twitter feeds and so on….)

34. The SEO
SEO stands for search engine optimization and is critical for
natural search.
Optimize your store title and description:
Optimize: your content:
– Provide UNIQUE content. Don’t copy from other sources
– Use keywords in your content
– Links count. Get others to link to you.
Optimize Keywords:
– Use all lowercase
– You can use plurals
– Try not to repeat the same word more than three times
– Pull in keywords from your titles and description
– Use commas between your keywords
– Limit your keywords to about 150 characters.

35. The Social Media Ingredient
What is Social Media?
– Social Media content is generated through social media
interactions done by the users through a social site such as
Facebook, Twitter, Squidoo, etc.
– Social media is USER generated content.
– Social media is where your customers are hanging out.

36. Social Media Stats
Social networking now accounts for 22% of all time spent online in the US.
A total of 234 million people age 13 and older in the U.S. used mobile devices in
December 2009.
Twitter processed more than one billion tweets in December 2009 and averages
almost 40 million tweets per day.
Over 25% of U.S. internet page views occurred at one of the top social networking
sites in December 2009, up from 13.8% a year before.
The number of social media users age 65 and older grew 100 percent throughout
2010, so that one in four people in that age group are now part of a social
networking site.
As of June 2011 Facebook has 750 Million users.
According to a report by Nielson:
“In the U.S. alone, total minutes spent on social networking sites has increased 83
percent year-over-year. In fact, total minutes spent on Facebook increased nearly
700 percent year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9
billion in April 2009, making it the No. 1 social networking site for the month.”

37. Using Social Media for your Business
Get a Facebook Page
– Put a Facebook link prominently on your Website and
invite user comments and “likes”
– Link your products to your Facebook “store”
Get a Twitter Account
– Put a twitter link or feed prominently on your Website and
invite user participation.
– Learn the do’s and don’ts of twittering.
– Update frequently
– Automate “tweets”. There are a plethora of twitter tools
– Pay attention to customers tweets and don’t ignore !

38. Using Social Media for your Business
Create a Blog
– Link a Blog to your website, but only if you will be updating
frequently with relevant posts.
– Invite customer comments and respond to every one!
Other Social Media
– Investigate the other areas, such as Squidoo, YouTube and
many others where you can get your brand visible.
Pitfalls
– Time consuming
– Cannot measure
– Requires a “good voice”

39. Shopping List

40. Create Your Own Plan
Every element is not needed when doing your planning.
Use a checklist to find if you are doing tasks from an
area you are not using, if so, consider switching or
expanding your business.
For example, if you sell on eBay, but are doing a lot of
design and social media, you might wish to consider
your own website. Or if you do not have a large product
selection or desire to design, consider switching to a
market like eBay or Amazon to sell.

41. Questions?
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