My Experience in Selling Stuff
Introduction
“Anything wrong with this car?”
“Nah, man, the car is ready to go. I’d love you to show up and take a look at it.”
“Okay, I will be there in about an hour.”
I show up to look at the car. The top is torn, hail damage, and the front end has some pretty big cosmetic issues. Then the excuses, “Oh, this thing is solid mechanically. You really should take it for a drive. You want to drive it? I mean, the issues are only cosmetic.”
Here is the thing from a buyer’s perspective: if you were not square with me on the phone, then why would you be square with me in person? You build instant credibility when you just say over the phone, “Yeah, the car does have cosmetic issues. It will need a new top, and there is some hail damage. However, mechanically the car is sound.” I can live with that, and I would probably still look at the car.
So, in the spirit of showing what transparency looks like, this is the ad that I posted to Craigslist. I will let you read the ad, and then I will post my commentary below.
My Ad
Custom Small Dump Trailer... Like Subaru Small - $800
This is a one-of-a-kind trailer. This is why it says “Custom” on the side. This trailer was built by my neighbor’s deceased husband. The thing is pretty cool. It has a dump feature that works slick. I used this trailer to bring 3 yards of mulch home from a nursery. It was nice to tip the trailer up and load the mulch into a wheelbarrow.
- I upgraded the lights to LED
- I got new tires for the trailer.
- The tires on the trailer have tubes because the rims are pitted, and Interwest could not get the tires to seal. They work for their purpose.
- I also updated the hitch receiver
- I had the chains welded to the trailer
- Got a cover made from Montana Canvas
- Yakima Bedrock Bars for the Bed
The thing works! We used this trailer to haul kayaks and bikes to hang out by a lake. I was going to weld some slick rails on the side of the trailer so I could hook the tarp. I never got around to finishing that part of the trailer. I wanted to turn the trailer into an overlander trailer because that is what all the cool kids do. I realized that I am not a kid and too old to be cool. So, I am selling the trailer. Actually, I am clearing space for the next stage in my midlife crisis. I am looking for an NC2 Miata.
Let me know if you have any questions. 800 smackers OBO.
Analysis
First, I priced the trailer at market value
People do not realize this, but when you price things too high, you end up selling them for less money. I know that there are some people who are willing to wait forever for the one buyer, but what are you gaining at the end of the day? I look at the prices people charge and note that they are going to have a very nice yard ornament.
I asked someone why they priced their car so high. The response, “I don’t want tire kickers.” Well, tire kickers are part of the selling process. You never know if that tire kicker is going to tell a buddy about your car/trailer/or whatever you are selling. So, price it fairly so you get people coming to look.
Second, take clear photos of what you are selling
I took photos to show that this trailer is not a collector's item. I intended to fix the rust spots and paint the trailer when I originally bought it. I realized that I do not have the time or the desire to finish this project. So, I decided to sell it. I am not going to lie about what the trailer is. I want people to see in the ad what they are going to see in person. I want the photos to show what the people are really going to see. When people show up, they know exactly what they are getting. There is no emotional letdown.
I have had many experiences where the photos do not match the ad’s story. This does not build trust, but puts the buyer in a place of, “What else are they hiding?” So, take pictures that line up with the story you are telling. You might be honest, but you are not giving that impression when the photos contradict your story. For instance, if the car has a dent, scratch, or hail damage, post pictures that are current rather than pictures before the damage. This will keep the tire kickers away because the people who want the vehicle already know what they are buying.
Third, my voice in the ad
There are so many ads where people just say, “selling trailer 800 obo.” That tells you nothing about the trailer. You have no idea why the person is selling the trailer. I wanted to be honest. My goal was to build an overland trailer. I realized that this project no longer interested me. I really want to clear out space for the Miata. The first stage was overland. The second stage is the convertible sports car.
I am being honest and trying to add some humor. The voice in the ad made a connection even before the buyer showed up to buy the trailer. I ended up selling the trailer to a gentleman who was big into MGs. We ended up having a delightful conversation about British roadsters.
Besides, once you mention a Miata, people think that you are either a hairdresser or going through a midlife crisis on a budget. I’m not into touching hair, and so I may as well just be honest about the second part of the midlife crisis. My kids thought it was funny, and then they called me a dork. I’m just happy that dork is still a word.
Fourth, the title
I cannot forget the title. You see, most people, when they think of a dump trailer, are thinking of something for a 1-ton to 200-ton pickup truck. Right? So, you need big mirrors, you have to have a diesel that smokes out a neighborhood, and you need to spend all your money on tuning and pickup accessories. So pulling a dump trailer behind your diesel truck is just a necessary accessory.
What if there is a dump trailer for the common person? The person who just wants to haul crap to the dump. The person who just wants to get some plants from the nursery. The person who has the old Subaru Outback. Well, I wanted a title that would grab that person’s attention. You see, just saying a dump trailer is going to come with some serious assumptions. However, a small trailer? Well, that is just handy to have around the house. So, think about the title so people click on the ad.
Side Business?
Personally, I have been thinking about starting a sideline business of listing items for people on Craigslist or Marketplace. It would be a consulting gig. I would help people price it right, take honest photos, produce a video (if desired), and write an ad that actually sounds like a human wrote it. The key is: if you price too high, then you end up selling a lot less. So, you want to find a sweet spot.
Conclusion
My ad sold the trailer within 48 hours. I got the price I was asking, and the person who bought it thanked me for the photos. I also had a chance to learn more about the vintage MGs.
The lesson isn’t complicated. Price it fairly, show what it actually looks like, and write like a human being. The right buyer will show up, and it sells fairly quickly. Now I can move forward with another midlife crisis.