| We are all aware of the mushrooming growth of the | | | | loyalty, business is assured well into the future. The |
| collectibles' segment. Both the number of collectors | | | | little things do make a difference. |
| and the respective sizes of their collections are | | | | - The Kevin Eikenberry Group is a highly respected, |
| growing exponentially. As novice collectors enter the | | | | professional speaking, training and consulting team. |
| marketplace, we face new challenges to find and sell | | | | They recommend a very simple marketing technique |
| appropriate items that satisfy their needs; as well as | | | | - Laugh more often! They also offer one other axiom |
| provide the additional customer service that has | | | | - "Remember - business is too important to take |
| rapidly become the rule rather than the exception. | | | | seriously". It sounds simple but if taken as basic |
| These new collectors typically use the internet to | | | | action, one that goes a long way. These policies will |
| determine the value of their collections; and many will | | | | instantly make people friendly, defuse uncomfortable |
| never visit a show or our offices. In reality, a new | | | | situations, and leave positive memories instilled with all |
| type of collector exists using the EBay auctions | | | | involved. This enthusiasm and energy infuses all those |
| exclusively. | | | | around us - clients, employees, and even the vendors |
| Most of us learned to evaluate our field, and its | | | | you use. |
| collectibles as an essential aspect of business as have | | | | - I would recommend that everyone who does not |
| the sophisticated, long-term collectors. We can | | | | have the luxury of a photographic memory keep |
| accurately judge the value of any collectible item with | | | | track of a customers and notes with a database |
| a quick inspection. Today many collectors specify | | | | computer system. I have found FileMaker Pro, or |
| independent third party appraisals and are specific | | | | similar program, easy to use and manipulate |
| about the particular service they prefer. Every | | | | information in a database. Having this type of |
| purchase of an item for resale brings with it the | | | | knowledge readily available while on the phone with a |
| possibility of a negative appraisal and therefore we | | | | customer, or at the show table, empowers you with |
| can be stuck with an unsalable item. | | | | a tremendous sales tool. You are immediately aware |
| As dealers, we can take a few simple steps to earn | | | | of a customers' buying habits, wish list, and potential. |
| and keep our customers' loyalty. | | | | It will also easily download to a laptop for portability. |
| - First, we must remember that all clients are people. | | | | As an added benefit, the same information creates |
| Each individuals has different expectations, and as | | | | invoices, inventory, and standard accounting |
| dealers we must tailor every sales opportunity to | | | | information. Another plus is to do your shipping online |
| custom fit that person's needs. Dwight Macdonald, | | | | with FedEx or UPS. As soon as you complete the |
| the author and educator, said "...conversation means | | | | shipment, an email can automatically be sent to both |
| being able to disagree and still continue the | | | | you and the customer. Another, within hours after |
| discussion...". We all must remember it is not | | | | the shipment is received. This process communicates |
| necessary to get a client to agree - we should only | | | | an assurance to your customer their collectibles were |
| want to gauge how to satisfy their unique needs and | | | | shipped and conversely you, that the customer |
| wants. Not only listen to the words and meaning in | | | | received them in a timely manner. As an aside, it |
| their voice; but also assess their emotions. Any | | | | eliminates the many phone calls from customers |
| customer that feels you completely understand them | | | | asking about the status of their shipments. While |
| will return repeatedly, an remain satisfied. | | | | these shipping services may cost a bit more than the |
| - Second, we must learn to acknowledge the | | | | U.S. Postal System, they also will negotiate their rates |
| customer. If he or she is standing at your show | | | | for volume shippers - something the U.S.P.S. doesn't. |
| table, on hold on the phone, or waiting in your office | | | | - Finally, and probably most importantly, we must |
| - say hello, use their name, shake their hand, and give | | | | strive to find and retain quality people. Historically the |
| them a big smile. A simple "I'll be with you in a | | | | collectibles industry is populated by "one man bands" - |
| minute", goes a long way. These little things may | | | | dealers who bought, sold, invoiced, shipped, and |
| save that potential client from leaving, or hanging up, | | | | performed every other function for their businesses. |
| and they may be the next collector in the market for | | | | Slowly we have added staff to the point now where |
| a premium purchase, and become a long-term | | | | a support group of 5-6 people is becoming the norm. |
| profitable client. Your mother always told you to | | | | With these new burgeoning staffs, dealers must learn |
| make a good first impression - it was true then, and | | | | to empower our staff and develop unique service |
| has not changed to this day. | | | | strategies and ideas. The fear that blocks employees |
| - Next, we all like to feel important and we're drawn | | | | from supplying great service is usually a hesitation to |
| instinctively to those who treat us so. American | | | | overstep their bounds. We should want every |
| Express gives us a lesson there. When they | | | | employee to deliver great service with each |
| introduced the "Centurion Card", commonly called the | | | | customer contact. Support decisions when employees |
| black card, their phones were inundated with people | | | | give something you feel they should not have - if |
| lining up to send $1,000 for the privilege of doing the | | | | done to please a customer. All people become |
| same thing the $25 Green card does - charge stuff. | | | | enthusiastic when they experience their own |
| Imagine if we were able to charge collectors a fee - | | | | competence. I am not suggesting employees have |
| simply so they could buy the collectibles we offer. | | | | free-reign to give your products away; but I doubt |
| While none of us has the advertising budget of | | | | many people would consider doing that anyway. |
| American Express, here are some ideas of how you | | | | Simple and concise parameters can be set in a group |
| might promote your business and create loyalty | | | | meeting to communicate basic sales policies. Once |
| amongst your clients. Try arbitrarily and randomly | | | | your customers know they can receive definitive |
| sending clients discount certificates good for their | | | | answers from an employee they will no longer need |
| next purchase. Include theme mouse pads, or for | | | | to speak directly to the dealer principal each time |
| larger purchases - books on your particular specialty | | | | they call - thus freeing you to make more money. An |
| with the shipment. It creates a nice surprise for the | | | | equally important item to remember, if you have a |
| collector when their purchase arrives. These small | | | | customer who becomes abusive or unduly hard on |
| premiums are a pleasant surprise for your customer; | | | | any employee, you should immediately stop doing |
| moreover, it sets the tone for a fruitful relationship, | | | | business with them - your own peoples' |
| one of trust and hopefully friendship. They instill in the | | | | peace-of-mind comes first. These few ideas will bind |
| collector an impression that you have taken the time | | | | customers and employees to you in the long term - |
| to acknowledge their business, and communicated a | | | | which equates to a profitable, fun, business operation. |
| sincere appreciation for their purchases. With this | | | | |