Auctionwatch.Com's Official Guide to Online Buying and Selling

by Prince, Dennis L.; Price, Dennis

• ISBN13: 9780761529996
• ISBN10: 0761529993
• Edition: CD
• Format: Paperback
• Copyright: 2000-10-01
• Publisher: Cengage Learning Ptr

Summary

(Prima Tech) The official guide to Internet buying and selling, from online auctions to purchasing online insurance. The CD-ROM comes with Auction Manager Pro, version 2.0, as well as other helpful software and tools. Softcover.

Table of Contents

Foreword	xxi
Introduction	xxiii
Part I Getting Started and Brushing Up Your Online Auction Knowledge	1	(124)
Step into the Parlor: Understanding the Online Auction Marketplace	3	(26)
Alphabet Soup: Dynamic Pricing Venues (P2P, B2C, B2B)	4	(3)
Auction Format Fundamentals	7	(4)
More Than One Place: Different Sites, Different Delights	11	(2)
Serve Yourself: Auction Site Services	13	(3)
Codes of Conduct: Auction Site Rules	16	(3)
The Ritual of Registration	19	(2)
Developing an Appreciation: Critiquing Online Venues	21	(2)
The ``F'' Word: Fees	23	(2)
Keeping Up with Current (Auction) Events	25	(1)
The Mind and Mentality of the Auction-Goer	26	(3)
Setting Your Sights, Establishing Your Goals	29	(24)
Knowing What You Want and Why You're Here	30	(3)
Collectors, Resellers, and Investors	33	(4)
Different Strokes for... Well, You Know	34	(2)
Shared Goals, Shared Habits	36	(1)
Finding What You Seek	37	(4)
Other Resources	39	(2)
Setting Your Limits (and Sticking to Them!)	41	(3)
The Basics of Supply and Demand	44	(3)
When to Buy (and When to Consider Selling)	47	(2)
Understanding the Elliptical Marketplace	49	(2)
Your Personal Power at the Auction Places	51	(2)
The Rules of Engagement	53	(16)
Asking the Right Questions in the Right Way at the Right Time	54	(2)
Responding to Customer Queries	56	(2)
Providing Additional Information	58	(1)
Encourage the Bid	59	(2)
Keys to a Smooth Transaction	61	(1)
The Difficult Buyer or Seller	62	(2)
Dealing with Deadbeat Bidders	64	(3)
Compassion Has Its Place	67	(2)
Policy Making---How Will You Conduct Business?	69	(24)
The Fine Print: Read It, Know It, Live It	70	(3)
Establishing Your Sales Policy	73	(1)
Payment Methods and Services	74	(8)
Money Orders and Cashier's Checks	74	(1)
Personal Checks	75	(2)
Credit Cards	77	(2)
Online Payment Services	79	(2)
Pros and Cons of Online Payment?	81	(1)
Cash Payment	81	(1)
Everything Else	82	(1)
International Payments	82	(1)
Shipping and Handling	82	(3)
What Buyers Need to Know about S&H	83	(1)
How Does Your S&H Policy Stack up?	84	(1)
Refunds and Guarantees	85	(2)
Announcing Your Refund and Guarantee Policy Up Front	86	(1)
Your Policy at a Glance	87	(1)
The Best Way to Post Your Policy	88	(1)
Sticking to Your Guns (While Staying Flexible)	89	(4)
When You Just Can't Bend	89	(4)
Getting Organized	93	(18)
The Auction Office	93	(3)
Why Bother with a Static Workplace?	94	(1)
The Bare Necessities	95	(1)
Tools of the Trade	96	(3)
The Enhancing Extras	97	(2)
Online Management Services	99	(2)
Staging Your Auction Items	101	(2)
Staging Area Basics	102	(1)
The Supply Room	103	(3)
Establishing a Supply Room	103	(1)
Stocking a Supply Room	103	(2)
Organizing a Supply Room	105	(1)
Point of Departure: Which Carrier Should You Choose?	106	(1)
Time Management	107	(4)
Tangible Time-saving Strategies	107	(2)
The Intangibles	109	(2)
Fraud: The Sale That Went South	111	(14)
The Top Ten Frauds at Online Auctions	112	(8)
Bid Shilling	112	(1)
Bid Shielding	112	(1)
Fake Photos and Misleading Descriptions	113	(1)
Final Price Manipulation	114	(1)
Inflated Shipping and handling Costs	115	(1)
Failure to Ship Merchandise	115	(1)
Selling Knock-Offs, Fakes, and Reproductions	116	(1)
Improper Grading Techniques	117	(1)
Phony Loss and Damage Claims	118	(1)
Switch and Return	118	(2)
Avoid the Rush to Judge	120	(1)
Fee Refunds and Auction Insurance	120	(1)
Plan of Action	121	(1)
Organizations on Your Side	122	(1)
When It's Time to Take a Loss	123	(2)
Part II Polishing Your Auction Presence	125	(90)
Representing Yourself Like a Pro: Listing Effectively	127	(16)
The Details of Differentiation	127	(3)
Auction Titles	130	(2)
Auction Categories	132	(1)
Creative Categorizing	132	(1)
Auction Descriptions	133	(2)
Setting the Hook	135	(1)
So What's a Good Hook?	136	(1)
Using HTML for Your Auction Listings	136	(2)
Auction Photos	138	(4)
Integrating Photos into Your Listings	139	(2)
Editing Your Images	141	(1)
Pulling It All Together	142	(1)
Sharpening Your Sales Skills	143	(22)
Timing Your Auctions	143	(4)
Is It All in the Timing?	144	(3)
Recognizing and Responding to Trends	147	(2)
The Price That Entices	149	(4)
Keys to Item Grading	153	(2)
The Importance of Item Expertise	155	(2)
How Do You Become an Expert?	156	(1)
Standing Out in the Crowd	157	(1)
Bulk Listing Tools and Techniques	158	(2)
Making the Most of Bulk Listers	159	(1)
Cross-Sell on Multiple Sites in Multiple Formats	160	(1)
Keys to Re-Listing	161	(4)
If at First You Don't Succeed	162	(3)
Understanding Copyrighted, Infringing, and Forbidden Items	165	(14)
What the Sites Forbid	166	(1)
Why They Forbid `Em	167	(1)
Deals, Steals, and Gray Market Goods	167	(2)
Let the Buyer Be Aware	168	(1)
The A-B-Cs of Copyright	169	(1)
Your Checklist to Avoid Posting Infringing Items	170	(1)
Can You Claim Copyright of Your Auctions?	171	(1)
What's Wrong with a Little Infringement Between Friends?	172	(1)
What the Auction Sites Are Doing About Copyright Infringement	173	(1)
The Long Arm of the Law	173	(1)
The Auction Vigilante	174	(2)
Dealing with Overzealous Net Cops	175	(1)
Know Your Rights	176	(3)
Get Real: Authentication and Appraisal	179	(12)
Why Authenticate?	180	(2)
When Should You Authenticate?	182	(1)
What Should Be Authenticated?	183	(1)
Go to the Source: Do-It-Yourself References	184	(1)
Should You Use a Professional Appraiser?	185	(1)
Seeking a Professional Appraiser	186	(1)
Documenting Value and Authenticity	186	(1)
What to Do If It's Bogus	187	(4)
Establishing and Managing Your Inventory	191	(12)
Reality Check: Know Your Margins	192	(1)
Establishing Sources of Inventory	193	(2)
The Goods Might Be Right Under Your Nose	195	(2)
Reinvestment: Budget and Buy for Resale	197	(1)
Tools and Techniques to Keep Track of It All	198	(1)
Storage Concerns	199	(1)
Rotate Your Stock, Follow the Trends	200	(3)
Dollars and Sense: Tracking Expenditures, Tracking Activity	203	(12)
Balance Your Budget	204	(1)
The Numbers Rarely Lie	204	(1)
Balance Your Inventory	205	(1)
Balance Your Time	206	(3)
Record Your Expenses	209	(2)
Document the Details	210	(1)
Record Your Sales	211	(1)
Watch Your Assets	212	(1)
Prepare for Hard Times	212	(3)
Part III The Evolution of Your Business	215	(50)
Putting Your Best Foot Forward: Online Merchant Marketing	217	(16)
A Self-Assessment to Determine If You're Ready to Become a Merchant	218	(1)
Your Reputation Precedes You	219	(3)
The Do-It-Yourself Marketing Campaign	222	(3)
Calling in the Experts	225	(2)
Profile Your Customers	227	(3)
Developing a Brand	230	(3)
Making a Name for Yourself	230	(3)
Customer Support: The Next Level	233	(10)
The Essentials of Excellent Customer Service	234	(3)
Define Customer Satisfaction	235	(1)
How Do You Stack up?	235	(1)
The Extra Mile	236	(1)
E-mail Support	237	(1)
Phone Support	238	(1)
Business Hours	238	(1)
Satisfaction Guaranteed	239	(4)
Seller, Protect Thyself	240	(3)
Register, Report, and Deduct: The Pros and Cons of Being a Business	243	(10)
Licensed for Business	244	(1)
Capital Gains on Auction Sales	245	(1)
How Big Is Your Business?	246	(2)
Social Security Tax	248	(1)
Business Deductions	248	(1)
Tax Shelters	249	(1)
Business Insurance and Other Protections	250	(1)
Charging Sales Tax	251	(2)
Beyond the Home Office	253	(12)
What's Your Motivation?	254	(1)
A Final Checklist	254	(1)
Before You Go, Is There a Better Alternative?	255	(1)
Outside Office	256	(1)
Physical Storefront	257	(3)
Small Business Loans	260	(1)
Are You a Good Loan Prospect?	261	(4)
Glossary of Online Auction Lingo	265	(14)
Index	279