It’s important to remember that the person on the other end of the computer doesn’t know you. They don’t know that you are a friendly, good natured, hard working person who is only out to give them a fair deal. They only judge you by the words you use within your listings. Words are powerful things! Here are some words you never want to use if you want to instill buyer trust and confidence:
“No Returns Accepted”
Put yourself in an online buyer’s shoes and ask yourself, does this phrase give you the warm fuzzies? Does it instill confidence to make you want to buy an item and hope that it is what they say it is? eBay is really working hard to assure buyers that the marketplace is a safe place to do business.
Not only should you offer a generous return policy to instill this confidence, I advise you opt into the Managed Returns program and make it easy for your customers to return an item for whatever reason. As a retail business (and yes, you are a retail business if you are selling products online), returns and refunds should be an anticipated and budgeted part of your business. The industry standard holds that 1-3% of your goods will be returned. There are categories such as in clothing and shoes where rates can generally be even a couple percentage points higher. This is something that should be factored into your profit margins and planned for so that you can give an amazing customer experience every time and not worry that taking back those $50 Converse sneakers is going to break the bank. Seize every opportunity to dazzle a customer! They will come back and be your loyal customer for life.
“I do not….”
This group of words is often followed by a variety of things including, ship to PO boxes, accept returns, use whatever postal method, etc. You name it; sellers say it! The very feel of a phrase starting with “I do not,” when it comes to a sales transaction is just a put off for potential buyers. Here’s the clincher… it can cost you the sale even if whatever it is that you “do not” does not apply to the potential buyer viewing your item! Leave out the negative language at all costs, or risk spooking potential customers.
“Please leave us feedback.”
This is one I see so many sellers doing. Asking for positive feedback and 5 star dsrs. Believe me, I get how important feedback ratings are! What happens when you ask for the feedback specifically is that the customer then feels that you are only worried about yourself and your ratings and not on providing them the customer service experience they desire. Instead try a phrase such as, “We strive to bring you a 5 star experience,” or “100% Customer Satisfaction guaranteed.” This lets the buyer know you are concerned with their experience and they are far more likely to award those coveted 5 stars.
“Don’t Bid…” or “I only accept buyers…” or “If you do not intend to pay…”, etc.
Sellers phrase the above concept in different ways, but the basic thing to keep in mind is that putting any sort of language that condemns a buyer before they’ve ever completed a transaction with you is just bad for business. Think of this… if a truly bad buyer is going to bid on your item, do you think by telling them not to it will make them go, “Oh ok this seller doesn’t want me to bid because I’m not paying”… yeah not so much! We can’t avoid the people who are just not responsible when it comes to their online purchases, they are going to happen… but concentrate on talking to your good customers and you will get more of them!
“Judge for yourself, I’m no expert.”
While it’s true we can not know every little thing about everything, there is a way to still convey trust to your potential buyers with the words you use in describing your items. Know as much as you can about the item you are listing, and if there are things you don’t know… just don’t pretend to know! In other words… only describe the aspects you are sure of and let the buyer decide on the rest.
By using “judge for yourself” in your listings, you are telling them you aren’t sure what you are listing is really what you are listing… and unless you are willing to take a low dollar amount… it’s best to remove any insecurity about the item in question. Let your pictures and facts do the selling for you. On this same note, simply stating you are not an expert and the item may not be what you claim… You are setting yourself up for an “item not as described” claim.
How NOT to Spook Your Customers
The bottom line is to keep all negative language and words out of your listings. Convey trust and confidence by letting them know their satisfaction and buying experience is your number one concern. In a world where customer service is severely lacking in many places, customers are easily dazzled with just a little bit of care. A customer that feels like a VIP is much more likely to seek you out again and become a valuable repeat customer.
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