如何通过5个简单步骤破坏您的Amazon业务(对面指南)

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Running a successful business is hard work.经营成功是一项艰巨的工作。 Aren't you sick of it?你不烦吗? The constant emails, fulfilling orders, researching best practices — the list goes on and on.持续不断的电子邮件,履行订单,研究最佳实践-清单不胜枚举。 If you want to throw in the towel and ruin your Amazon business, you're in the right place.如果您想扔掉毛巾并破坏亚马逊业务,那么您来对地方了。

但是,以防万一您担心意外毁掉您的业务,我们将谈论做什么而不是每天都在破坏业务的令人惊讶的常见做法。

1.糟糕! That's Out of Stock.缺货了。

Being out of stock is great, right?缺货很棒,对吗? It means there's interest and you don't have inventory sitting on the shelves taking up space.这意味着有兴趣,而货架上没有存货会占用空间。

Unfortunately, being habitually out of stock on your products may seem great at first, because there is clearly interest from buyers, but it actually signals an issue with your inventory management.不幸的是,一开始习惯性地断货似乎很不错,因为买家显然有兴趣,但这实际上表明库存管理存在问题。 Customers are usually not committed enough to any Amazon seller to wait until the product is back in stock (unless they have no other option), so this will just steadily turn away customers, and you'll lose those sales.客户通常对亚马逊卖家的承诺不足以等到产品恢复库存(除非他们别无选择),因此这只会稳步拒绝客户,您将失去这些销售额。 It's a great way to consistently hinder your growth.这是持续阻碍您成长的好方法。

除此之外,在客户搜索了多个产品页面,通读描述并最终确定您的产品并按下“购买”按钮之后,您对客户可能要做的最糟糕的事情就是告诉他们“不,抱歉,我们实际上没有库存。”


代之以做什么

虽然要经过反复试验才能弄清楚有多少产品需要保管以免用完,但您的头等大事应该是确保库存管理系统始终具有最新信息。

2.一两个礼拜见

You're not going to find a less forgiving customer than an Amazon shopper when it comes to shipping times.在运送时间方面,您不会发现比亚马逊购物者更宽容的客户。 Amazon sets the bar high, and therefore the亚马逊设定了较高的标准,因此 客户寄予厚望 when shopping there.在那儿购物时。 There are a couple of ways you can really mess up on the shipping and fulfillment side of your business and discourage customers from ever coming back.您可以通过几种方法真正搞清业务的运输和履行方面,并阻止客户再次光临。

The first is long processing times.首先是处理时间长。 The “two-day” in two-day shipping actually refers to the time it takes for the package to get from the warehouse to the customer's doorstep两天运送中的“两天”实际上是指包裹从仓库到达客户家门口的时间 一旦发货 –然而,大多数人将两天倒计时从他们最终确定购买开始。 If you take two days to process the order before shipping, you may already be running behind in the mind of the shopper, and you're likely to get bad reviews.如果您在运送前需要两天时间处理订单,那么您可能已经在购物者心目中落后了,并且您可能会得到不好的评价。


代之以做什么

Focus on becoming more efficient and trimming down your processing time.专注于提高效率并缩短处理时间。 I一世

如果您正在当地仓库中苦苦挣扎,请考虑与 3PL(第三方物流公司) 这样可以为您接管(甚至可以策略性地将您的库存分散在不同的仓库中,以减少运输时间)。

The second is slow shipping methods.第二种是缓慢的运输方式。 Amazon guarantees free 2-day shipping for Prime members, but all shoppers tend to expect fast shipping from every store.亚马逊保证为Prime会员提供XNUMX天免费送货服务,但所有购物者都希望每家商店都能提供快速送货服务。 If you're selling on other platforms, you may be offering free shipping and keeping that cost low by choosing the slowest method.如果您在其他平台上销售产品,则可以选择最慢的方法来提供免费送货并保持较低的成本。 On Amazon, this strategy could be the death knell for your business.在亚马逊上,这种策略可能是您企业的丧钟。


代之以做什么

由于在亚马逊购物时的期望,您最好以更高的价格出售商品并选择更快的送货方式。

3.产品说明一切

Reviews are practically money on Amazon, so if you don't want anyone to buy your product, don't encourage your customers to leave reviews.评论实际上是在亚马逊上赚钱的东西,因此,如果您不希望任何人购买您的产品,请不要鼓励您的客户留下评论。 You can include tons of details about the product, a dozen photos, and even a video of it in use, and you'll find plenty of shoppers who won't buy because you have no reviews.您可以提供有关该产品的大量详细信息,十几张照片,甚至是使用中的视频,您会发现很多购物者因为没有评论而不会购买。


代之以做什么

Ask your customers to leave reviews!要求您的顾客发表评论! Include a card with your product that reminds them to review if they love it, and even consider pairing that with a coupon for returning customers.在您的产品中附上一张卡片,提醒他们是否喜欢它,甚至考虑将其与优惠券配对以供回头客使用。 Studies show that shoppers believe reviews almost as much as they believe a recommendation (or warning) from friends or family, which can make them powerful研究表明,购物者相信评论的程度与相信朋友或家人的推荐(或警告)的程度一样多,这可以使他们变得有力 社会证明 产品的生存能力。

Another important component of reviews is not letting the bad reviews go unanswered.评论的另一个重要组成部分是不要让不良评论得到解答。 Bad reviews can be frustrating, but they can also be an opportunity for you to showcase how you respond to unhappy customers.不好的评论可能会令人沮丧,但是它们也可以为您提供一个机会,展示您如何回应不满意的客户。 The best-case scenario from a bad review is that future shoppers see how well you responded and are impressed with your customer service, not discouraged from buying your product.差评的最佳情况是,未来的购物者会看到您的回应良好,对客户服务印象深刻,而不是不愿购买产品。

4.一切都在描述中

Taking product photography can be time-consuming, and even expensive if you're thinking about hiring a professional photographer.如果您正在考虑聘请专业摄影师,则进行产品摄影可能会很耗时,甚至会很昂贵。 Depending on how many products you're selling, that can become a huge headache.取决于您要销售的产品数量,这可能会变得很头疼。 You may think that you can save some money and time by only showing one photo of the product and including all the important information in the description, but this is the wrong place to cut corners.您可能会认为只显示一张产品图片并在说明中包含所有重要信息,就可以节省一些时间和金钱,但这是偷工减料的错误位置。


代之以做什么

不犯错误 - 好的亚马逊产品描述 are vital.至关重要。 However, your product photography can make or break your business.但是,您的产品摄影可以成就或破坏您的业务。 Amazon has plenty of product photography best practices, but they can all be boiled down to clear, high-quality photos from different angles.亚马逊拥有大量的产品摄影最佳实践,但可以归纳为不同角度的清晰,高质量的照片。 While the first photo should be clear and plain, following photos can have important features, like measurements, and show the product in use.虽然第一张照片应该清晰明了,但随后的照片可以具有重要的功能(例如测量),并可以显示使用中的产品。

By repeating important details and measurements and showing your product from every angle, you're indicating that you want the customer to be fully informed before buying, and you'll likely have fewer returns due to misunderstandings.通过重复重要的细节和测量并从各个角度展示您的产品,您表示您希望在购买前充分告知客户,并且由于误解,您的退货可能会更少。 Time spent on product photography will have untold花在产品摄影上的时间将是无数的 投资回报率.

5.我会尽快回复你

Good customer service rarely makes you any money.良好的客户服务很少能使您赚钱。 So many people appear to submit your似乎有很多人提交您的 联系表格 asking questions about your products and you rarely follow through, or they ask questions that could easily be answered if they read the product description or your FAQ page.询问有关您产品的问题,而您很少跟进,或者他们询问的问题,如果他们阅读了产品说明或“常见问题”页面,就很容易回答。 So, while you do plan to answer them, you have a lot of other tasks that come first.因此,尽管您打算回答这些问题,但您还有许多其他任务要首先解决。 Right?对?

If this is the way you view your customer service, your Amazon store will go downhill fast.如果这是您查看客户服务的方式,那么您的亚马逊商店将迅速下坡。 Not only do you receive a rating partially based on how quickly you answer questions, there are plenty of ways you can use those questions to improve your business and your sales.您不仅会根据回答问题的速度而获得部分评分,而且还有很多方法可以使用这些问题来改善您的业务和销售。


代之以做什么

First, make sure you're answering all messages promptly.首先,请确保您及时答复所有消息。 You likely aren't getting a flood of messages in your inbox, so it should be pretty easy to carve out a small chunk of time every day to respond to queries.您可能没有在收件箱中收到大量邮件,因此每天花一小段时间来响应查询应该很容易。 In addition to boosting your rating, consider why the question came up — was it not clear enough in your description?除了提高您的评分之外,请考虑为什么提出这个问题-您的描述不够清楚吗?

Could you add extra information in your photos or title?您可以在照片或标题中添加其他信息吗? If one person takes the time to reach out to you and ask a question, you can safely assume there were many more people who wondered the same thing, but just moved on to a different seller.如果一个人花时间与您联系并提出问题,您可以放心地假设还有更多的人想知道同一件事,而只是转而寻求另一位卖家。

当您将每个问题作为学习技巧来改进列表时,您的商店只会变得更好。

Second, answer public questions as well.第二,还要回答公众问题。 This is a section that many shoppers will turn to for commonly asked questions and can act like a mini FAQ page just for that product.这是许多购物者会转向的常见问题部分,可以充当该产品的迷你常见问题解答页面。

与您的亚马逊业务说再见

We hope this guide is helpful to you as you run your Amazon business into the ground.我们希望本指南对您的亚马逊业务扎根有帮助。 Remember, all you need is some shoddy inventory management, poor product descriptions, and lackadaisical customer service, and you'll be well on your way to bankruptcy.请记住,您所需要的只是一些低劣的库存管理,不良的产品说明以及缺乏热情的客户服务,您将步入破产之路。

Jake Rheude是的市场营销总监 Red Stag Fulfillment,这是电子商务产生的电子商务履行仓库。 He has years of experience in ecommerce and business development.他在电子商务和业务开发方面拥有多年经验。 In his free time, Jake enjoys reading about business and sharing his own experience with others.业余时间,Jake喜欢阅读有关业务的知识,并与他人分享自己的经验。

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