Main takeaways from this presentation include: -Learn the language your customers use for the problem they’re trying to solve -Use art and science to sway the customer – combine machine learning smarts with people smarts -One size does not fit all when you’re solving for both the head and long tail

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How to Solve the Customers Problems
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8. Rosa Gonzalez
Welton
TONIGHT’S SPEAKER

9. Rosa Welton
October 2018
An approach
to offering
Pricing
Guidance

10. About Me

11. Journey

12. My first eBay sale

13. eBay
Overview

14. We Are a
Purpose-Driven
Company
Opportunity
for All
We enable everyone
to participate in and
benefit from global
commerce.
Circular
Economy
We give products a
chance to have
many lives and serve
many people.
eBay for
Charity
We help buyers and
sellers support
causes they care
about.

15. 71%of items sold on eBay ship
for free*
1.1Blive listings
~2/3of eBay packages in the
U.S. are delivered within
three business days or less
Q2 2018
*Applies to US, UK, DE
80%of items sold are new
and unused
We’re
Not the eBay
You Think
You Know

16. A Partner
to Sellers

17. Selling Basics

18. Seller Goals 1. Get it sold
2. Make the most money
3. Keep it easy

19. Selling Basics 1. Describe it
2. Make it visible
3. Price it right

20. Pricing
Guidance

21. Three keys to help
solve your customer’s
problem
Learn your customer’s mental
model
Combine machine smarts with
people smarts
One size does not fit all

22. Learn your customer’s
mental model
We use different words when selling a house, a used car, or
negotiating a job offer

23. Learn your customer’s
mental model
Research findings
Similarity matters – a lot
Sellers don’t want to leave money on the table…
but they don’t want to wait too long for a sale

24. Combine machine smarts
with people smarts
Over 1.1B live listings span electronics, fashion, collectibles, more

25. Combine machine smarts
with people smarts
How would you price it?
NEW Apple Watch Series 3 38mm
Space Gray Aluminum Case Black
Sport Band
Sold for $289

26. Combine machine smarts
with people smarts
How would you price it?
Nike Air Jordan 1 x Off White NRG
UNC Powder Blue High-Top
Sneakers 11
Sold for $980

27. Combine machine smarts
with people smarts
How would you price it?
Antique German Christmas
Ornament Kitten In Crepe Paper
Dress ca.1910
Sold for $170

28. Combine machine smarts
with people smarts
Apply Machine Learning models
Past transaction data
Current market pricing
Key product aspects

29. Combine machine smarts
with people smarts
Recognize how people make decisions
Endowment effect
Social Proof
Anchoring

30. Combine machine smarts
with people smarts
Our guidance combines ML model
recommendation and pricing tips
Beats by Dr. Dre Solo3 Wireless On-
Ear Headphones - Rose Gold

31. Combine machine smarts
with people smarts
We use progressive disclosure to surface
additional information
Beats by Dr. Dre Solo3 Wireless On-
Ear Headphones - Rose Gold

32. Combine machine
smarts with people
smarts
We use progressive disclosure to surface
additional information
Beats by Dr. Dre Solo3 Wireless On-
Ear Headphones - Rose Gold

33. One size does not fit all
Using different proof points for hot items
Apple iPhone X - 256GB - Silver

34. One size does not fit all
Pricing guidance for head items
Apple iPhone X - 256GB - Silver

35. One size does not fit all
We are expanding the guidance framework to provide
recommendations for head and long tail items

36. Three keys to help
solve your customer’s
problem
Learn your customer’s mental
model
Combine machine smarts with
people smarts
One size does not fit all

37. Thank You

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