| Acknowledgments | p. xiii |
| Introduction | p. xv |
| Fortune or Folly? | |
| Your Path to Success in Online Selling | |
| A Promise to You | |
| Our Roadmap, at a Glance | |
| This Book, at Your Service | |
| Embrace Change, Sound Off | |
| Getting Started | p. 1 |
| A Brief History of Auctions, e-Commerce, and eBay | p. 2 |
| Auctions | p. 101 |
| Online Selling: The Early Years | |
| AuctionWeb at eBay | |
| A Fast Lesson on eBay Auction Formats | |
| Growing, Growing ... | |
| Would You Like to Know More? | |
| Gearing Up: Hardware, Software, and 'Net Results | p. 9 |
| Making Sure Your Computer Is Up to Speed | |
| Making Your Way Through the Software Jungle | |
| Your Internet Connection | |
| Welcome to eBay | p. 14 |
| Home, Sweet Home | |
| Tapping into the Toolbars | |
| What About the Other Toolbar Selections? | |
| Getting Registered, Getting Ready, and Getting to Know You | p. 28 |
| eBay Registration Made Easy | |
| Getting Acclimated to the Marketplace | |
| Setting Up Your Seller's Account | |
| About Me Is All About You | |
| Find It, Bid It, Win It | p. 42 |
| Browsing the Categories | |
| Searches Made Simple | |
| The ABCs of Bidding | |
| Fighting Fraud | p. 60 |
| The Top 10 Auction Offenses | |
| Misdeeds or Just Misunderstandings? | |
| Additional Protections and Provisions from eBay | |
| Prepare Yourself with a Plan for Action | |
| Knowing When It's Time to Take a Loss | |
| The Basics of Selling on eBay | p. 71 |
| Becoming an Online Auctioneer | p. 72 |
| First Things First: What Will You List? | |
| Using eBay's Single-Item Listing Forms | |
| Before You List Again | |
| Understanding Online Payment | p. 85 |
| The Fear Factor: Is Online Payment Safe? | |
| The How's and Why's of Online Payment | |
| Who's Who in Online Payment Services? | |
| The Fortune Factor: If You Offer It, They Will Pay (More!) | |
| Developing a Successful Sales Policy | p. 91 |
| The Rules to the Riches | |
| Summing It All Up | |
| Posting Your Policy | |
| What to Do if Your Policy Comes Under Fire | |
| Determining the Value of Your Goods | p. 98 |
| The Popularity of eBay | |
| Finding the Right Stuff to Sell | |
| So What's It Worth? | |
| Where Else Can You Turn for Valuation Advice? | |
| What Is It Worth to You? | |
| Closing the Deal | p. 104 |
| Prompt Action Prompts Buyers to Act | |
| The End-of-Auction e-Mail | |
| Collecting the Money | |
| Transactional Troubles? | |
| The Key Is Communication | |
| Packing and Shipping Like a Pro | p. 111 |
| Setting Up Your Ship Shop | |
| Tools of the Trade | |
| Sources of Supplies | |
| Packing Protocol | |
| Getting Specific; What Are You Shipping? | |
| Additional Packing Considerations | |
| Little Extras Make a Big Difference | |
| Packing as Customer Service | |
| Dealing with Difficult Customers | p. 119 |
| Fix the Problem, Not the Blame | |
| Personality Parade--Different Types of Challenging Customers | |
| Share the Ownership | |
| Defuse the Situation | |
| A Word About Leaving Negative Feedback | |
| Rising Above It All | |
| Satisfaction Guaranteed--Keeping Customers Happy and Coming Back for More | p. 124 |
| Get to Know Your Newbie | |
| Keeping Your Buyers Informed | |
| Dealing with Damaged Goods | |
| Transforming Customers into Repeat Buyers | |
| Customer Satisfaction--Their Words, Not Yours | |
| Building and Maintaining a Stellar Online Reputation | p. 133 |
| Understanding eBay's Feedback Forum | |
| Buy First to Establish Your Good Reputation | |
| More About You at About Me | |
| Represent Your Merchandise, Represent Yourself | |
| The Art of Feedback at eBay | |
| Techniques for Boosting Your Sales | p. 141 |
| Keys to Better Auction Listings | p. 142 |
| Keys to Using Keywords | |
| So How About an Example? | |
| Writing Better Descriptions | |
| Simple HTML for Spectacular Results | |
| What About eBay's Listing Features? | |
| Boost Your Sales with Better Photos | p. 152 |
| Imaging Equipment | |
| Setting Up a Simple Photo Studio | |
| Touching Up Your Item Images | |
| Picture Imperfect: Eight Common Imaging Mistakes to Avoid | |
| Is All This Effort Really Worth It? | |
| Selling Strategies--Tried, True, and Groundbreaking | p. 162 |
| It All Starts with Timing | |
| Using Counters to Chart Your Success | |
| The Power of Persuasive Pricing | |
| Reserve Bids | |
| Salvaging Unsuccessful Auctions | |
| Appealing to Buyers' Senses | |
| Keys to Relisting | |
| Building and Managing Your Inventory | p. 174 |
| Setting Your Goals Before Stocking Your Shelves | |
| Identifying Sources of Supply | |
| Care and Storage of Your Inventory | |
| Keeping Track of Your Inventory | |
| Reinvesting Wisely | |
| Buying for Resale | p. 180 |
| The Reseller's Resolve | |
| Casting a Critical Eye on Reinvestment | |
| The Percentages Don't Lie | |
| Finding Lots to Sell | |
| More Insights into Buying on Speculation | |
| Establishing the Proper Flow for Your Merchandise | |
| Identifying Trends: What's Hot and What's Not | p. 187 |
| Understanding Online Sales Mining | |
| Learning to Anticipate the Next Wave | |
| Follow the Fickle Market | |
| Getting the Jump by Preselling | |
| The Forbidden Zone: What You Can't Sell at eBay | p. 197 |
| Items eBay Forbids | |
| Who Says These Items Are Forbidden, and Why? | |
| Deals, Steals, and "Gray Market" Goods | |
| The ABCs of Copyright | |
| Your Checklist to Avoid Posting Infringing Items | |
| Doesn't Everyone Infringe Just a Little? | |
| What Is eBay Doing About Copyright Infringement? | |
| The Agencies Who Take Action | |
| The Auction Vigilante | |
| Business Specifics | p. 207 |
| Becoming a Business and Managing High Volume Sales | p. 200 |
| Pastime, Part-Time, or Full-Time? | |
| Bulking Up Your Business with Bulk Listing | |
| Downloading Turbo Lister | |
| Establishing an Auction Workplace | p. 220 |
| Establish Your Own Auction Office | |
| Allowing for Necessary Office Amenities | |
| Auction Office Tools | |
| Staging Your Auction Items | |
| Establishing a Shipping Station | |
| Organizing Your Supply Room | |
| Record Keeping--The Best Methods and Tools | p. 226 |
| Keeping Up with Keeping Records | |
| Identifying the Key Data | |
| Establishing a Record-Keeping Plan | |
| Adding Efficiency to the Task | |
| An Important Note About Security | |
| Records That Pay Rewards | |
| Declaring Income and Paying Taxes | |
| Cutting Costs, Controlling Expenses, and Improving Your Profitability | p. 235 |
| Controlling eBay Fees | |
| Savings Through Simplicity | |
| Timesaving Strategies That Will Save You Money, Too | |
| Creating Your Own Online Storefront and Presenting Your Business as a Brand | p. 241 |
| Creating an eBay Store | |
| Creating a Store Outside of eBay | |
| Developing Your Brand, Boosting Your Business | |
| Auctions Versus Stores--A New Price War? | |
| Ten Tips for Improving Your Fixed-Price Sales | |
| Keeping Up with Changes at Online Auctions | p. 253 |
| Mining the eBay Community Boards | |
| Keeping Current with Other Online Sources | |
| The Power of Print | |
| Glossary | p. 257 |
| Index | p. 263 |
| Table of Contents provided by Ingram. All Rights Reserved. |