Auctionwatch.Com's Official Guide to Online Buying and Selling,9780761529996

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

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Edition: CD
ISBN13: 9780761529996
ISBN10: 0761529993
Format: Paperback
Pub. Date: 2000-10-01
Publisher(s): Cengage Learning Ptr
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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

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