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eBay Business All-in-One Desk Reference For Dummies (For Dummies (Business & Personal Finance)) PDF

855 Pages·2006·10.68 MB·English
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01_584383 ffirs.qxd 4/1/05 7:19 PM Page iii ® eBay Business A L L - I N - O N E D E S K R E F E R E N C E FOR ‰ DUMmIES by Marsha Collier 01_584383 ffirs.qxd 4/1/05 7:19 PM Page iv ® ® eBay Business All-in-One Desk Reference For Dummies Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2005 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. eBay is a registered trade- mark of eBay, Inc. Marsha Collier is a registered trademark of Marsha Collier. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPE- TENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Control Number: 2005923067 ISBN-13: 978-0-7645-8438-1 ISBN-10: 0-7645-8438-3 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 10/SQ/QU/QV/IN 01_584383 ffirs.qxd 4/1/05 7:19 PM Page v About the Author Marsha Collier spends most of her time on something related to eBay. She’s a charter-member eBay PowerSeller as well as one of the original instructors for eBay University. As a columnist, an author of four best-selling books on eBay, a television and radio expert, and a lecturer, she shares her knowledge of eBay with millions of online shoppers. Thousands of eBay fans also visit her Web site, www.coolebaytools.com, to get Marsha’s latest insights on e-commerce. Out of college, Marsha worked in fashion advertising for the Miami Herald and then as special projects manager for the Los Angeles Daily News. She also founded a home-based advertising and marketing business. Her successful business, the Collier Company, Inc., was featured by Entrepreneur magazine in 1986, and in 1990, Marsha’s company received the Small Business of the Year award from her California State Assemblyman and the Northridge Chamber of Commerce. Bargains drew Marsha to eBay in 1996, but profitable sales keep her busy on the site now. Marsha applies her business acumen to eBay, and in this book, she shares that knowledge with you. In eBay Business All-in-One Desk Reference For Dummies, Marsha combines her knowledge of business, mar- keting, and eBay savvy to help you make a smooth and quick transition from part-time seller to full-time moneymaker. 01_584383 ffirs.qxd 4/1/05 7:19 PM Page vii Dedication I dedicate this book to budding eBay entrepreneurs. This book will help you through the tough spots and, I hope, to a hugely successful eBay business. Author’s Acknowledgments My career on eBay is totally due to the kindness of others. I have met many fine people on eBay and I’d love to acknowledge them all (but my publisher won’t let me have the space). I’d like to thank the eBay education group: Susan Philips, Sharon Guldner, Mike Rudolf, and Tom Cotton. My goal is your goal; we’re in this education thing together. Thanks also to Marc Cohen and Mark Oleesky from the KABC Computer & Technology Show for letting me stand in for a missing host every now and then. I’ve learned a lot from you guys and it’s about time I thanked you publicly! And thanks to the Wiley crew, once again: Andy Cummings, for the access; Steven Hayes, for your creativity and humanity in a dog-eat-dog publishing business, and Susan Pink, for your continued work on my books — I’ll bet this will be the last one for a while! Patti Louise Ruby, my technical editor, is also my good friend. Thank you for your fine work on this challenging project. 01_584383 ffirs.qxd 4/1/05 7:19 PM Page viii Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial, and Composition Services Media Development Project Coordinator: Adrienne Martinez Project Editor: Susan Pink Layout and Graphics: Andrea Dahl, Acquisitions Editor: Steve Hayes Denny Hager, Stephanie D. Jumper, Lynsey Osborn, Melanee Prendergast, Technical Editor: Patti Louise Ruby Heather Ryan, Julie Trippetti Editorial Manager: Carol Sheehan Proofreaders: Laura L. Bowman, Media Development Supervisor: John Greenough, Leeann Harney, Richard Graves Carl Pierce Editorial Assistant: Amanda Foxworth Indexer: Richard T. Evans Cartoons: Rich Tennant (www.the5thwave.com) Special Help: Laura L. Bowman Publishing and Editorial for Technology Dummies Richard Swadley, Vice President and Executive Group Publisher Andy Cummings, Vice President and Publisher Mary Bednarek, Executive Acquisitions Director Mary C. Corder, Editorial Director Publishing for Consumer Dummies Diane Graves Steele, Vice President and Publisher Joyce Pepple, Acquisitions Director Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services 02_584383 ftoc.qxd 4/1/05 7:18 PM Page ix Contents at a Glance Introduction .................................................................1 Part I: eBay Basics.......................................................5 Chapter 1: Hooking Up with Online Technology ............................................................7 Chapter 2: Navigating through eBay ..............................................................................19 Chapter 3: Signing Up and Getting Started....................................................................31 Chapter 4: Understanding eBay Sales............................................................................53 Chapter 5: Checking Things Out Before Buying ...........................................................75 Chapter 6: Bidding to Win ...............................................................................................97 Chapter 7: Completing the Transaction ......................................................................119 Chapter 8: Participating in the Community ................................................................137 Part II: Essential Tools ..............................................157 Chapter 1: Researching on eBay...................................................................................159 Chapter 2: Researching on the Web.............................................................................177 Chapter 3: Efficient Communications for Better Sales ..............................................189 Chapter 4: Simplifying Payment with PayPal ..............................................................201 Chapter 5: Using eBay’s Management Tools ...............................................................215 Part III: Selling Like a Pro ........................................237 Chapter 1: Be Sure Your Listings Make Cents.............................................................239 Chapter 2: Understanding the Finer Points of Selling................................................265 Chapter 3: Listing Your Items for Sale .........................................................................291 Chapter 4: Using eBay’s Turbo Lister ..........................................................................325 Chapter 5: Managing Your Sales on My eBay..............................................................337 Chapter 6: Using PayPal to Organize Your Sales ........................................................355 Chapter 7: Checking Out Payment Alternatives .........................................................371 Part IV: Sourcing Merchandise...................................385 Chapter 1: Understanding Online Retailing ................................................................387 Chapter 2: Buying Merchandise Like the Pros............................................................397 Chapter 3: Selling Other People’s Stuff ........................................................................415 Chapter 4: Liquidation and Drop-Shipping .................................................................427 02_584383 ftoc.qxd 4/1/05 7:18 PM Page x Part V: Presenting Your Items....................................439 Chapter 1: Your eBay Photo Studio..............................................................................441 Chapter 2: Mastering eBay Photography ....................................................................455 Chapter 3: Sprucing Up Your Listings with HTML......................................................471 Chapter 4: Getting Your Photos Ready for eBay ........................................................491 Chapter 5: Getting Your Photos on the Web ...............................................................505 Part VI: Promoting Your Goods...................................519 Chapter 1: Marketing Your Listings on eBay...............................................................521 Chapter 2: Developing Your Web Site ..........................................................................531 Chapter 3: Marketing Your Web Site and eBay Store .................................................543 Chapter 4: Using PayPal to Increase Your Sales .........................................................557 Chapter 5: Getting Advertising Dollars from eBay.....................................................571 Part VII: Storing and Shipping...................................579 Chapter 1: Organizing Your Merchandise and Shipping Department......................581 Chapter 2: Shipping without Going Postal ..................................................................601 Chapter 3: Insuring Your Item’s Delivery ....................................................................627 Part VIII: Power Selling ............................................639 Chapter 1: Upgrading to eBay’s Selling Manager .......................................................641 Chapter 2: Mechanizing with Third-Party Auction Management Tools ..................657 Chapter 3: Studying Your Statistics..............................................................................675 Chapter 4: Giving Customers Outside Assurance ......................................................685 Chapter 5: Becoming a PowerSeller .............................................................................697 Chapter 6: Opening Your eBay Store ...........................................................................701 Part IX: Office and Legal ..........................................719 Chapter 1: Getting Legal with the State and the Feds................................................721 Chapter 2: The Joys of Taxes and Business Reporting..............................................731 Chapter 3: Using Bookkeeping Software......................................................................745 Chapter 4: Keeping Your Business Secure Online......................................................763 Chapter 5: Networking Your Office ..............................................................................777 Index........................................................................789 02_584383 ftoc.qxd 4/1/05 7:18 PM Page xi Table of Contents Introduction..................................................................1 About the Book.................................................................................................1 What You’re Not to Read.................................................................................1 Foolish Assumptions .......................................................................................2 How This Book Is Organized...........................................................................2 Book I: eBay Basics ................................................................................2 Book II: Essential Tools..........................................................................2 Book III: Selling Like a Pro .....................................................................3 Book IV: Sourcing Merchandise............................................................3 Book V: Presenting Your Items ............................................................3 Book VI: Promoting Your Goods...........................................................3 Book VII: Storing and Shipping .............................................................3 Book VIII: Power Selling .........................................................................3 Book IX: Office and Legal.......................................................................4 Icons Used in This Book..................................................................................4 Where to Go from Here....................................................................................4 Part I: eBay Basics .......................................................5 Chapter 1: Hooking Up with Online Technology . . . . . . . . . . . . . . . . . . .7 Starting with the Right Computer ..................................................................7 The absolute necessities .......................................................................7 Buying a used computer........................................................................8 Buying a refurbished computer............................................................9 Upgrading your system with the help of eBay ...................................9 Connecting to eBay without a Computer....................................................10 Libraries: From Dewey Decimal to eBay............................................10 Commercial cyber-outlets ...................................................................11 Hooking up from work .........................................................................11 Choosing an ISP..............................................................................................11 Accessing E-Mail.............................................................................................13 Browsing for a Browser .................................................................................14 Perusing the menus..............................................................................16 Dabbling with the toolbar ...................................................................16 Expert keyboard shortcuts .................................................................18 02_584383 ftoc.qxd 4/1/05 7:18 PM Page xii xii eBay Business All-in-One Desk Reference For Dummies Chapter 2: Navigating through eBay . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Homing In on the Home Page .......................................................................19 Home page links, the next generation ...............................................20 Bottoming out .......................................................................................23 Navigating eBay the Easy Way......................................................................24 Maneuvering the Categories.........................................................................28 Exploring Home Page Search Options.........................................................30 Chapter 3: Signing Up and Getting Started . . . . . . . . . . . . . . . . . . . . . . .31 Registering on eBay .......................................................................................31 Filling in required information............................................................33 Do you solemnly swear?......................................................................36 It must be true if you have it in writing .............................................37 Your license to deal (almost)..............................................................38 Picking a Pickproof Password ......................................................................39 Selecting Your User ID ...................................................................................40 Signing In to Deal............................................................................................41 Verifying Your ID.............................................................................................42 eBay Is Watching Over You ...........................................................................43 Abuses you should report to Trust and Safety.................................44 Reporting abuses..................................................................................47 Don’t get caught in a trading violation ..............................................50 Chapter 4: Understanding eBay Sales . . . . . . . . . . . . . . . . . . . . . . . . . . .53 Checking Out the Listing Page......................................................................53 Bidding on Auctions ......................................................................................59 Automatic bidding................................................................................59 Private auctions....................................................................................62 Multiple-item auctions .........................................................................62 Buying an Item Outright ................................................................................62 Buy It Now .............................................................................................63 Fixed-price sales ...................................................................................63 Shopping eBay stores ..........................................................................63 Supercategories and Specialties ..................................................................66 Real estate .............................................................................................67 Cruising eBay Motors ..........................................................................67 Supercategories ....................................................................................70 Chapter 5: Checking Things Out Before Buying . . . . . . . . . . . . . . . . . . .75 Understanding and Giving Feedback...........................................................75 The magic feedback number...............................................................76 Becoming a star ....................................................................................77 Leaving feedback with finesse ............................................................78 You have the last word — responding to feedback .........................82 Scrutinizing a Seller’s Reputation ................................................................83 Conducting a “light” seller examination............................................84 Making a full-scale seller investigation..............................................85 02_584383 ftoc.qxd 4/1/05 7:18 PM Page xiii Table of Contents xiii Comparing Items Before Buying...................................................................90 Getting Protection on eBay...........................................................................92 eBay fraud protection ..........................................................................92 eBay Motors limited warranty ............................................................93 eBay Motors vehicle purchase protection........................................94 PayPal buyer protection......................................................................94 BuySAFE bond.......................................................................................95 SquareTrade buyer protection ...........................................................95 Verified Rights Owner program ..........................................................96 Chapter 6: Bidding to Win . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97 Understanding the Bidding Action ..............................................................98 Placing your bid....................................................................................98 Bidding to the max with automatic (proxy) bidding .....................100 The Secret’s in the Timing ..........................................................................101 Using the lounging-around strategy.................................................103 Using the beat-the-clock strategy.....................................................104 In the last few minutes.......................................................................104 Shopping the Machiavellian Way ...............................................................105 My favorite bidding strategies..........................................................107 Quick bidding tips ..............................................................................110 Bidder’s research software ...............................................................111 Succeeding by Sniping.................................................................................112 Sniping techniques for the beginner................................................112 Auto-sniping your auctions...............................................................115 Retracting Your Bid in an Emergency........................................................116 Chapter 7: Completing the Transaction . . . . . . . . . . . . . . . . . . . . . . . . .119 Checking Out ................................................................................................120 Using Your Credit Card Safely.....................................................................121 Knowing your credit card company’s policy ..................................122 Adding a layer of protection with an online checkout service ....123 Paying with PayPal.......................................................................................124 Registering at PayPal .........................................................................124 Giving PayPal credit card or checking account information ........124 Getting PayPal-verified ......................................................................126 Ways to pay through PayPal .............................................................126 Using PayPal’s eBay Payment Tool ..................................................127 Making a PayPal payment .................................................................128 Sending a Money Order ...............................................................................129 Writing a Check ............................................................................................130 Paying through CheckFree..........................................................................131 Sending Payment Promptly and Securely .................................................131 Contacting the Seller ...................................................................................132 Leaving Responsible Feedback ..................................................................134 Missing or damaged shipment..........................................................134 Item doesn’t meet your expectations ..............................................134 Choosing your words carefully.........................................................135

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