How NOT to sell an item on Audiogon
Lately I've been doing a lot of shopping on our favorite website, Audiogon, and I have noticed a few trends in ads for gear here posted by our fellow members. So, I thought it might be interesting to point out a few things that I see way too often. I'm not trying to provoke anyone, after all we are not professional advertisers, I'm just trying to show things from a shopper's point of view, in a tongue in cheek kind of way. So if you are offended, then loosen your tie a bit, and don't be so serious.
1.Don't worry about photos. No one really wants to see your item anyway. They trust you so no one suspects that you could be hiding the fact that your gear is beat up and scratched to hell. Or if you have photos, but don't know where they are, go ahead and start your listing now, with the promise of photos later. After all, first impressions aren't that important, they'll come back and look again next week since they have nothing else to do. And just because you're asking thousands for that old amp is no reason to move it, or even wipe the dust off of it, just take a picture of it stuffed back into that dark cabinet, as long as they see the outline of the gear no reason you should be bothered to show the back or sides. It's only ten thousand dollars, do those details really matter?
2. Now for a description, yes it's much more important to wax poetic about how much you love this gear, than it is to actually post its specs. I mean, if a shopper is serious, they can take 30 minutes of their time to search the web to see if your amp is a good match for their speakers. It's not like they don't have a hundred other amps to look at, after all, the sheer name of your amp demands respect! So save the digital ink and just post a link to the specs! So all the shopper has to do is leave this website and go to another, and find his way back and find his place where he left off, I'm sure he won't skip it and move on to the next listing.
3. Reviews! Yes your gear has a glowing review that everyone should read! So just include the entire 6 page review right in your description! None of the other 6 reviews from other magazines are important, as long as they see this one! And without your help, no one who really wants to read a review on your gear could find them on their own.
4. It's important to identify yourself, especially if you are a high end salon! Go on for 6 paragraphs about what a great store you have, and all the brands you sell, no need to even mention the item you listed at all! The title is explanation enough.
5. Terms, yes we want to let them know your asking price. So let's also state the obvious just in case, so those pesky treasure hunters don't bother you! No one will want to trade a gold brick for your gear, so be sure to state "No trades". And be sure to state that you don't like low ball offers, those low ballers are just looking for an ad that doesn't state this important information, don't worry no one will think it condescending. And make sure the only payment you will honor is a bank wire, it's a heck of a lot of trouble to surf over to PayPal and open an account, just because it's the accepted currency of online sales is no reason to buy into the hype. And be sure to ask for more of a percentage to accept PayPal than they actually take, might as well make a few extra bucks right? In fact, adding that few percent to your "must have" price is a lot of math so just ask the buyer do it for you.
6. Shipping, we want to be sure we get paid for shipping, so just overstate the cost of shipping by $500 and then mention somewhere in the description that you will refund any unused money after the deal is complete. After all, you've given no one a reason to distrust you. Going to the UPS shipping calculator is a lot of trouble, so save yourself the time.
7. Lastly, you must threaten to not entertain any questions you do not feel are worthy of your time. Why waste your time telling a perspective buyer how tall your speakers are when they could google it and look it up themselves? After all, it's just money, who cares if it takes another two months for an interested person to enquire?
I'm sure I've left a few things out, but if you follow these rules, you are sure to waste yours and everyone else's time with an ad that won't sell, unless that is your goal. The wife said you've got to sell that gear! "Sorry dear, they just wouldn't sell?", well if that's the case, then I've got you covered, these simple rules will certainly help you not make a sale. Although, Audiophiles are a tenacious bunch, you might make a sale anyway! If your gear really is what another must have, they can be hard to turn off.
Before you get offended and bent all out of shape, this was just for your reading entertainment, if anyone you know resembles any of the people I've described, it's purely coincidental, and no animals were harmed in the writing of this post. All silliness aside, I have purchased many pieces from Audiogon and talked to many of its members, and I have had nothing but the best of experiences, all very nice folks. And before every purchase I have made, I always ask a simple question of the seller. If they are too high and mighty to answer my simple question, I shop elsewhere. There have been a few, but most were more than polite and courteous, and made a sale! Selling on Audiogon is not hard, just put yourself in the buyer's shoes, and make an ad that you would like to see if you were shopping for such an item.
Ok, what did I miss guys?
