Chris Malta & Lisa Suttora - What to Sell on eBay and Where to Get It [eBook (PDF)] torrent download



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Chris Malta, Lisa Suttora, "What to Sell on eBay and Where to Get It"


McGraw-Hill | 2006-01-24 | ISBN: 0072262788 | 288 pages | PDF | 1,4 MB





Contents





Foreword xvii


Acknowledgments xxi





Introduction xxiii





Part I: The Product Sourcing Mindset: Deciding What to Sell Online 1





Chapter 1 Fundamentals of Product Selection 3


The Importance of Good Product Sourcing 6





How Can I Know What My Buyers Want? 7


Why People Buy 7


What People Buy 9





Myths and Fundamentals of Good Product Selection 10


Product Sourcing Myth #1: It’s a One-Shot Deal (or Putting All Your Eggs into One Basket) 11


Product Sourcing Fundamental #1: You Must Always Be Looking 11


Product Sourcing Myth #2: You Can Select Products in a Vacuum 12


Product Sourcing Fundamental #2: Live in the World in Which Your Buyers Live 12


Product Sourcing Myth #3: Sell What You Love 13


Product Sourcing Fundamental #3: Sell What Sells 14


Product Sourcing Myth #4: If You Don’t Like It, No One Else Will 14


Product Sourcing Fundamental #4: Value Is in the Eye of the Beholder 15


Product Sourcing Myth #5: Pick a Product and Hope It’s a Hit 15


Product Sourcing Fundamental #5: Understand Your Target Market 15


Product Sourcing Myth #6: Sell What You Know 16


Product Sourcing Fundamental #6: Learn About What You Sell 17


Product Sourcing Myth #7: One Size Fits All 17


Product Sourcing Fundamental #7: Select Your Products Based on Varied Criteria 18


Product Sourcing Myth #8: All the Good Products Are Already Taken 18


Product Sourcing Fundamental #8: There Are Millions of Products to Sell 18


Product Sourcing Myth #9: Ready, Aim, Select 19


Product Sourcing Fundamental #9: Product Sourcing Is a Numbers Game 19


Product Sourcing Myth #10: The Product’s Not Selling? Keep on Trying 20


Product Sourcing Fundamental #10: Abide by the Law of Supply and Demand 20


Product Sourcing Myth #11: There Is One Central Place You Can Go for Product Ideas 21


Product Sourcing Fundamental #11: Good Product Sourcing Is Not a Linear Process 22


Product Sourcing Myth #12: Product Sourcing Is a Piece of Cake 22


Product Sourcing Fundamental #12: Successful Product Sourcing Requires Research, Research, Research 23


Product Sourcing Myth #13: No Product Is an Island unto Itself 23


Product Sourcing Fundamental #13: See the Big Picture 24


Product Sourcing Myth #14: You Can Be Successful with Surface Sourcing 24


Product Sourcing Fundamental #14: Variety Is Not Always the Spice of Life 24


Think Niche 25





The Three “D’s” of Product Sourcing 26


Document Product Ideas 27


Diversify Your Product Line 27


A Direct and Steady Supply of Inventory 27





Repeatable Product Sourcing System Required 28


The Five-Step Product Sourcing System 28





Summing Up 29





Chapter 2 The Product Sourcing Mindset 31


The Product Sourcing Mindset 32





Get into the Product Sourcing Mindset 34


See Things Differently 37


Become a Product Sourcing Detective 40


Brainstorm for Unlimited Ideas 44


Learn to Scan 45


Mindset Key: Don’t Censor Your Ideas 46


Lack or Abundance 47


Surround Yourself with Ideas 48


The Art of Automation 49





Summing Up 50





Chapter 3 The Product Sourcing Notebook 51


Benefits of a Product Sourcing Notebook 51


Time to Write 52





Choose Your Wonder Tool 53


Set Up Your Product Sourcing Notebook 54





Good Data In = Good Results: Compile Your Product Sourcing Notebook 55


Product Ideas 56


Descriptions 57


Prices 57


Model/Style Numbers 57


Locations 58


Trends 58


Niche Markets 58


Profiles of Target Markets 59


Supplier Information 59


Random Research Notes 60


Follow-Up Notes 60





Organize Your Data 61





Create a Master File 62





Embrace This New Habit 64


Summing Up 64





Chapter 4 Idea Hotspots 67


Hanging Out with Ideas 68





Publications 69


Trade Magazines and Newsletters 69


Consumer Magazines 71


Newspapers 72


Advertisements 73


Vendor Catalogs 74


Consumer Catalogs 74





Organizations 75


Trade Organizations 76


Consumer Organizations 78


Yahoo Groups 79





Shows 81


Trade Shows 81


Consumer Shows 84


General 86


Bookstores 86


Current Events/Pop Culture 87


The Entertainment Industry 87


Shopping Malls and Retail Stores 88


Trend Web Sites, Trend Spotters, and Trend Forecasters 89


Search Term Suggestion Tools 91


eBay Seller Central 92





Summing Up 93





Chapter 5 How to Find and Identify a Niche Market 95


What Is a Niche? 95


Niche Buying from the Customer’s Perspective 99


The Benefits of Niche Selling 100





Niche Spotting 105


Turning Trends into Niches 107


Trend Spotting 109


Experience Selling 110





Summing Up 113





Chapter 6 Evaluating Your Product Ideas 115


The Big Picture 116


Market Demand 116


Product Cycles 116


Profit Margin 119


How Much Is Enough? 120


Costs 121


What Kind of Products Do You Want to Sell? 121





Evaluating Product Demand: Science, Art, and More 124


Science: Where to Look 124


Science: What to Look For 125


Art: Evaluating the X Factor of a Product 126





Evaluation Tools 131


eBay Searches 131


Terapeak 135


Deep Analysis 136


Other Sales Venues 137


The Market Research Wizard 137





The Bottom Line 138





Summing Up 138





Chapter 7 Creative Product Selection 141


When Is a Product More Than Just a Product 141


Cross-Selling 142


Up-Selling 143


Value-Added Products 146


Value-Added Information 147


Rounding Out Your Product Line 148


Loss Leaders 150


Advertising Darlings 150


Keyword-Rich Products 151


Product Bundles 152


Components 154





Lifestyle Stores 154





Summing Up 156





Chapter 8 Building Your Long-Term Business 159


Your Business 159


Begin with a Plan 159


Do—Don’t Dream 160


Fail Fast Forward 160


Business or Hobby? 161


Consistency 161





Your Products 162


Building One Thing at a Time 162


Mini-Profit Machines 162


A Steady Supply of Inventory 163


Variety Is the Spice of Business 163


Identifying Multiple Suppliers 163


Diversifying Your Product Line 163


Build Relationships, Don’t Just Place Orders 164


Network 164


Three in the Pipeline 165


Testing and Tracking 165


Consumables 165





Depending on Yourself 166





Summing Up 167





Part II: Where to Find Products to Sell 169





Chapter 9 Getting Legal 171


Becoming a “Real” Business 172


The Ability to Buy Products from


Legitimate Wholesalers 173


Greater Credibility with Your eBay Buyers 176


Collecting Payments Under Your Business Name 177





Forming a Legal Business 177


Filing Your Business Name 178


Getting Your Sales Tax ID 178





Summing Up 179





Chapter 10 Why Wholesalers Exist, and Why You Should Use Them 181


Streamlining Saves Time and Creates Larger Profits 181


Manufacturers Don’t Usually Sell Directly to Retailers 182


Manufacturers Don’t Need to Reinvent the Wheel 183


What Would You Do? 184





How One Wholesaler Got Its Start, from the Ground Up… 185


Opportunities Are Where You Find Them 186


A Growing Business 186


Small Exceptions to the Rule 187





Summing Up 189





Chapter 11 Middlemen, MLMs, and Other Dangerous Things 191


It’s Simple Common Sense 191





Product Sourcing Middlemen 192


Creating a Monster 193


The First Victim 194





Product Sourcing Multi-Level-Marketing Schemes 194


How It Works 195





Junk Product Sourcing Information 197


It’s Not Just Bad Info, It’s Damaging Info 198





Learning to Separate the Good from the Bad 201





Summing Up 202





Chapter 12 How a Real Wholesaler Works 203


How the Product Supply Chain Works 203


Step One: Manufacturing 203


Step Two: Distribution 203


Step Three: Consumer Sales 204


An Example of How the Process Works 204





Wholesale Product Delivery Methods 208


Bulk Wholesaling 208


Drop Shipping 210





Summing Up 212





Chapter 13 Finding Real Wholesalers 215


Why Real Wholesalers Don’t Advertise in the Search Engines 215


The Personal Touch vs. Hi-Tech 216


They May Not Advertise to Us, but Many Will Still Work with Us 218


Why Fake Wholesalers Do Advertise on Search Engines 219


So, Where Do You Find Legitimate Wholesale Suppliers? 219





Going Straight to the Source 221


Who Is the Manufacturer? 221


Manufacturers Are Your Gateway to Information about Wholesalers 222





Summing Up 223





Chapter 14 Working with Real Wholesalers 225


Making First Contact with Wholesalers 225


What to Say When You Call 227


Treat Each Person You Talk to As If They’re the One Who Could Deny Your Account 227





Closing the Deal 228


What a Wholesaler Wants 228


Don’t Sweat It 233





Summing Up 234





Chapter 15 Other Product Sourcing Methods 235


Liquidation Buying 235


The Infamous Breakage Pile 236


Recycling the Breakage Pile 237





Overstock Buying 240


Chris Malta’s Experience with


Manufacturer Overstocks 240


Pros and Cons 241





Importing Products 242


Imports Take Time 242


Dealing with an Import Web Site 243


Importing Products Yourself 244





Summing Up 245





Chapter 16 Building Product Sourcing Relationships 247


The Care and Feeding of Your Supplier Relationship 247


Prompt Attention 248


Honest Information 248


Timely Delivery 249


Special Considerations 250


Obtaining Net 30 Credit 250


Trade References 252


Things You Don’t Want to Do to Account Reps 252





Nothing Good Comes Easy 254





Action—Your Next Step 254





Index 255





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