11 Auto Recyclers ToolBox® Make it known you are in business to “make customers not sales”, or some- thing to that effect. If Nordstrom’s set the bar for brick and mortar retailing, then AMAZON has set the bar for e-Commerce com- munications and performance. Ÿ Price based on value Ÿ Learn what works and follow positive examples Ÿ Show your credentials Price for value and not for “the race to the bottom”. Make it known, that you may not be the lowest price on “the net”, but with your price you guar- antee satisfaction and no hassle returns. Include association memberships, Chamber of Commerce membership, BBB ratings, years in business etc. Ÿ Make customers not sales Be transparent Make known anything you as a customer would want to know about a vendor you never did business with before, especially if you were paying for the product in advance. Be honest! Give e-Marketing everything you have. There is no turning back. You will either see big profits or you will suffer a loss because you delivered junk. Your website is where potential e- commerce customers can learn about your operation. Don’t forget, we still have a “junk yard” image to overcome. Remember, a photo is worth a thousand words. Ÿ Don’t just put your toe into e- marketing. Do it 110% Ÿ Establish an E-Bay ranking Ÿ Have an easy link to your website Ÿ Use high e-Marketing stan- dards Make sure it is a good one and tell about that feedback ranking in your e- commerce presentation. The best advice I can give you is: “e-Market as you would want to be e- Marketed to. Perform to the standards you would expect. Follow up as if every new e-commerce customer was your only customer and you wanted to keep that customer for life. Until next time, I wish you success in Our Industry and Beyond…… Why would I, as a competitor, want you to be successful at e-marketing? Its simple. The reputation we all create through e-commerce marketing of recy- clable motor vehicle parts reflects on our entire industry. AMAZON has set the bar for e- commerce performance. Anything less is a compromise. Let us, as profes- sional motor vehicle dismantlers and parts recyclers, not ever compromise in the way we do business. www.send2herb@aol.com. Herb Lieberman has been active in the Auto Re- cycling Industry since 1957 and is known for many “firsts”. He was first to offer warranties on used parts, first to build a storagewarehouse,andfirstto move to a five-day work week. Since his family business became part of the LKQ Organization in 1999 Herb acts as an Inter and Intra Industry liaison for LKQ Corp. Herb is anARApast president and continues to serveintheorganization.Youcanreachhimbyemail: