How to Develop a Proactive Strategy for Resolving Negative Feedback -- with Scott Margolius
October 28, 2015 72 min read
People often forget that feedback can make or break an e-commerce business on Amazon. If you neglect to moderate your feedback, it can spell the ultimate demise for your business. Feedback is the lifeblood of e-commerce growth, and Scott Margolius has become an expert on maintaining a healthy feedback score.
In the Seventh episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Scott Margolius founder of FeedbackRepair.
Some essential lessons from this video are:
- How and why we receive so much negative feedback and how to get it shut down quickly
- What you should do with specific ASIN’s that are constantly causing problems
- The importance of having an Amazon review strategy and diversifying the marketplaces you exist on to have backup channels, just in case Amazon suspends you for a moment of time
- How to be proactive with your feedback
Raw Transcript: Scott Margolius of FeedbackRepair.com
"And even after that, a lot of the time, what happens is the customer will receive the product and be unhappy with it for whatever reason or they want it for free, so they make certain claims because those specific claims are the only ones that can be made in order for them to be able to get the product for free, get a free refund, and I have to pay return shipping. So there's a higher likelihood of those types of claims because those are the ones that buyers know they can use in order to be able to cheat the system." (00:04:47)
"This is the easiest way. You can either go to Contact Us, depending on what page you're on, or you can go to Help and then go to Contact Us. Let's see if I can do that. Sorry, I'm having to look at my screen beyond my other screen. I've got three screens up. And then, you go to Selling on Amazon, and then you go to Customers and Orders, and then you can put in the Order ID of the feedback that you want to have removed. From there, I can't tell you what happens because I don't have any negative feedback. So, I can't walk you through it… Then typically, it'll ask, "Do you want to have this removed?" Then, it will either remove for you automatically because it meets their criteria, or you will have a response and you'll have an opportunity to choose from either four or five different things and it just depends. If you're an FBA seller, most of the time, you would choose "This is an FBA issue and it should therefore be removed for that purpose." But there are some instances where there will be something else going on, the reason why they would remove it has nothing to do with FBA, even though you're an FBA seller. So that's when you have to have a bag of tricks that help you get things fixed." (00:08:29)
"If you have ASINs in your catalog you're not currently selling that you'd have no stock on, you should go in and proactively delete those ASINs out of your catalog. A lot of the time what that means is you archive it first and then go in and delete it. But you see a lot of notifications come through where they're saying, "Hey, you are not authorized to sell this anymore," or you see issues where you have these kinds of vestigial ASINs still in your catalog that you didn't do anything with, and you didn't think anything about because you no longer have stock on that, and that doesn't mean that you're protected just because you don't have stock… You've got to clean it out. So, one of the things you're going to proactively do is, "I'm taking care of this and I'm being very aggressive by going above and beyond and I removed this ASIN from my catalog." Well, in this case, you're going to put $50,000 at jeopardy by saying, "I accept full responsibility. I'm sorry I removed the ASIN." And, a lot of the time, for me anyway, the majority of the things that I've purchased for resale are specifically for the Amazon platform, I wouldn't have purchased them to sell anywhere else.
I'm not going to sell in my garage sale. These same things aren't going to sell nearly as well on eBay. You're hosed if you don't have some sort of other outlet. That doesn't apply as well, let's say, if you're a Skubana customer and you've got multiple market places where you purchase something with the eye in mind that maybe you can sell on Rakuten, or Sears, or eBay, or whatever. Maybe you're a little bit better insulated from that kind of issue." (00:13:36)
"Well, you're essentially trying to get this customer to come to you directly, instead of going to Amazon. So even if they're a thief, you still want them to come to you instead of Amazon, even if they're unhappy for any reason, you still want them to come to you, instead of Amazon. A number of people have some misgivings about that. There's a little bit of debate. It's like, 'Well, isn't that the purpose of FBA?' It's like, 'Well yes, that's true. But if you truly want to protect your account, you'll siphon as many of those complaints and concerns away from Amazon's Customer Service as possible so that you get to handle them directly.'" (00: 26:36)
"The answer...well, the insert doesn't necessarily count as diversification. I know one seller who's an Inc. 500 business, right? He does the majority of his sales on his own website and he uses Amazon as basically marketing to get people to his website because as of right now until, I think, the end of October, I can't remember the exact deadline, that you still can have Amazon product ads, where you can get people's attention on the buy page to siphon them off to come to your site. So he's using that methodology right now to grow. Basically, the biggest referrer for his own website is Amazon, using those ads… They're phasing it out, so they say, as it is. Now, there are a lot of changes like that they say are going to take place but never do. So I'd say, gosh, if you're using that, make the most of it. And ultimately, it doesn't sound like, to me, they're completely getting rid of it. It sounds like it's just going to be changed to look a little bit more like the text ads on Google, instead of having images. So even then, it still might be an effective thing to pursue. It certainly will be worth looking into." (00:30:33)
We hope these real insights from a real seller can help your e-commerce business grow and succeed. Stay tuned - this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Checkout out our previous E-Commerce Mastery Series episode featuring Tom Sanders of OurPamperedHome and how they climbed to the top 40 of Amazon Sellers with competitive selling and vendor relationships.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.