Lessons Learned the hard way from Selling Online

I've been selling my work online for a long time now, about 10 years. I've sold art, books and even books. I've been the most successful with books. In the early days of eBay I learned a lot; about customer service, how to package for shipping, and creating a listing.

I'm going to write about a failure I had very early in my eBay sales. I had been making books for about 6 months. Religiously. I was single, living alone and was occupying my time with binding books on a daily basis. I was selling the books I was making just to get rid of them so I could make room for new books. I had a problem. Anyway. I had just started working with leather. I had recycled a grey pigskin coat into a cover. I had laminated a really neat Italian printed paper the the inside. I used eyelets on the spine. And thick 100% cotton paper inside. It was one of my first eyelet, long stitch flap closure books (a design that was later stolen from me by an unscrupulous buyer.) I stitched it up, scanned it (the digital camera came later), and listed it on eBay. What I failed to notice was that the leather shrank after binding. I assume it had something to do with the heat activated glue I used to adhere the paper and the humid conditions in my apartment, we'll never know. A week later, the bidding ended and a buyer form Hong Kong wins. I think that he won for a paltry $20. (If I made this book now I'd sell it for close to $50)

As I packaged the journal, I noticed the shrink checked the pics online, it was visible there. So, I mailed it. It wasn't that much- about a millimeter or 2 off the head, or so I told myself.

A week later it arrives to its destination.

I received the most scathing, horrifying and embarrassing email ever. I read the email as the pics downloaded (I was on dial up) and immediately felt awful. The email was completely over the top, included 9 hi res pics, and details about why I sucked both as a binder and as a person as well as some very outlandish requests, the least of which was that I go f*ck myself. I got really really angry. First at him , then at me. I noticed the issue, checked it online, but didn't notify the buyer. Which should have been my first course of action. Secondly I didn't have a return policy. I allowed the guy  to return the item and sold it to the next person down the list, with the declaration of the issue. They got a steal and I learned a lesson.

First valuable lesson: Always have a return policy. It must be clear, easily understood and specific. Mine is simple: Don't like it return it in the same condition it arrived. Shipping is not refunded, the cost of item will be refunded after I receive the item and inspect it. I will not refund it someone's kids, pets or elderly parents damage it. (That last bit is not a joke, I am so glad I'm not selling on eBay anymore.)

Second Valuable Lesson: Be honest in the listing. Before listing, inspect the item for imperfections. If there are any, list them. Include a photo that shows the imperfection. Better yet, don't list it. If possible put only top quality merch up. Otherwise you can get a reputation of listing second rate crap. I have a section of my shop called "seconds." If I need to get rid of my seconds I list them there at a discount price. Most of the time though, I use them as promo for my shop.

These lessons are from custom orders, Etsy and Artfire in more recent years:

Third Valuable Lesson: Get a feel for buyers and know your limitations. Just because I CAN make a journal doesn't mean I have time, the energy or the ability to comply with every request that comes into my inbox. I have a list of binders that I know and trust will do great work for people. I send the requests for things I don't do or can't handle at a given moment. (I don't do pink, sparkly, bedazzled stuff, don't even ask.) I am no longer shy about saying no.

Fourth Valuable Lesson: No money yet, no ship. End of story. I have $40 in books essentially stolen from me becuase I believed someone to be honest when she said that she would pay me after a paypal mistake was fixed. My mistake. It'll never happen again. Paypal fouled up? Sorry. I'll hold the books until it clears up. I had a check bounce and I was charged $25, each time the bank tried to cash it. They try 3 times. My $10 sale cost me $75. Personal checks not accepted. I have to remember that to many people I'm a faceless seller on etsy and artfire. I'm not a person. I'm not someone they know. I try and personalize my studio and listings but it can go only so far. In short some people don't care about screwing over someone they don't know.

Fifth Valuable Lesson: Be clear about shipping costs. People love to bitch about shipping costs. Journals are made of paper and paper is heavy, so shipping is going to be high. I charge as close to exact shipping as possible. I add a small amount on to cover packing materials and I try to collect recycled packing materials at work. I gather up large amounts of bubble wrap there and I buy large envelopes by the 500 count case to keep costs down. I try to ship priority more often than not because it's a flat rate. I often return the extra money.

I'm sure I can come up with more lessons learned the hard way, but for now I'm done. Feel free to leave your lessons in the comments.

Comments

[Rhonda]

I agree. I agree. I agree. I agree! What gets me most is when people want their money back for some reason, but don't want to return the book. Um? How is that ever acceptable? This falls into the "refund & return policy" category - it was a situation like that which prompted me to create a very clear return policy.

[leslie herger]

I don't know where some people get off. 99% of my buyers/customers/patrons are awesome HONEST people. I get/give good customer service, hell I give great customer service, but I don't like it when I feel like someone is trying to take advantage of me. A clear return policy can nip that in the bud.It rare that I have to reference the return policy but when I do, its invaluable. For the rest of my customer I bend over backwards to make them happy. I will do what it takes to retain my great buyers.

[Eveline]

Ohh I've got one, I've got one!
When filling a custom order exactly to the measurements the buyer supplies you with, do not take refunds because they screwed up the measurements. I now take pictures of my custom made jewellery with a ruler next to it to prove that the custom made items are exactly as asked for, and will not take 'ohh, but it's a little too small/big for me, I don't know why....' for an answer.

Tye had one too:
Selling worn underwear from women: great idea.
Selling worn underwear from men: bad idea, I lost a fortune.
*LOL*

[leslie herger]

@ Eveline Youll have to tell Tye its all about who the sales person is, a friend of mine, male in his younger years sold his previously worn underwear on the net, it sold like hotcakes.

For all custom order, the few I take, require a down payment of 50% of the final cost of the book. No refunds.Period.