I’m searching for a used dirt bike. As I’ve started my search, I’ve come across a few very basic points to be considered when marketing your used items based on this recent experience.

Price

Unless you have something absolutely one-of-a-kind, and there is no substitute, you need to look at competitors’ prices. Who are your competitors? Other people selling the same kind of thing. Do some research. Look for comparable items for sale in your rough geographical area. You should quickly get a rough idea about the mid-line price. Then make a decision: how fast do you want to sell? The faster you want to sell, the further below mid-line you should set your price! If you’re not in a hurry or your item is exceptional, price it however you want. Understand that you’re likely in for some hard negotiations.

Product

Consider the condition of your item. Using the dirt bike as an example, do you have a running, functional machine I could get on and ride? Maybe it’s running, but needs some minor work? Is it a frame with a few boxes of parts? Whatever it is, describe it clearly and accurately.

Know what you’re selling. “Dirt bike” as a title doesn’t pique my interest. Indicate year, make, or model in the description. For vehicles, this is easy to get by researching the VIN or production number.

Particular to Craig’s List, tag your stuff appropriately. For example, I’m searching for a TTR-225 or a TTR-230. I have search agents in place for those machines. When you tag your KLX110 as a TTR-225, you’re making me mad and filling up my email box with spam. If I’m in a bad mood, I might even flag your post for removal.

Promotion

If you’ve priced appropriately and described your product accurately, promotion comes down to return on investment. What’s your time worth? How much will you profit from the stuff you’re selling? How much time to do you want to spend posting ads? There are lots of classifieds outlets. Focus your time where you’re going to get the most eyeballs.

Minimize questions from potential buyers by creating a robust post. Post at least one picture. A good rule of thumb is the more money you expect to get, the more photos you should post. For a vehicle, post pictures of the front, rear, and both sides. Do detail shots of anything of note. Make the posting title descriptive and accurate. Include your asking price. I frequently will search by a price range to eliminate all the people who post a $1 price to get views.

Place

How are you going to get the product to the customer? Be available to potential buyers. Provide at least one reliable contact method. Set expectations for turnaround times if your time is limited. If you use more than one contact method, be prepared to respond on all offered channels.

Make yourself available so people can see and review the product. Don’t be like the seller below. This is an actual text conversation I had with him:

Me: Do you still have the TTR-225 you have listed on Craig’s List?

Seller: Yes I still have it

Me: Can you send me some photos? Email to XXX@XXXXX.com if possible. Also, are you around this weekend? I’m two hours away, so that would be the earliest I could come look.

Seller: I might would be around on Sunday

Me: Any chance of you being around Saturday? I’m leaving town on business Sunday, and may have a hard time getting down there.

Seller: I’m planning to be out on my boat all day Saturday.

Me: Friday night, possibly?

Seller: Possibly I’ll tell you thursday if I’ll be around

I never got pictures. Here I sit, a potential buyer with enough interest to drive two hours to purchase his motorcycle, and I’m unlikely to see the bike. It’s been on Craig’s for a while in spite of a good price. Respond to potential buyers as if they’re waving wads of cash under your nose!