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If you have thoughts about your own online book stores, take note of this seller. He/she is a classic - one of the most amazing and appalling ecommerce solutions I've ever run across.

I was searching for a book on Amazon and the current price is $29.95. If you're at all familiar with Amazon, you will know that they also offer new and used versions of current titles. Book sellers like you and I can offer our books for sale, and there are people who make their living online doing just that.

There is currently only used version of the book I was seeking, and it's offered for the astonishing price of $199.98.

We might wonder if there is something really special about this volume. Therefore, I sent three emails to the seller asking for clarification. I received no answer from him. When doing research on the net, I cannot find reference anywhere to a collector's edition or any rarity that would justify such an extravagant price.

Further, when checking out the seller, this is the feedback that I found:

Wow. In the last 90 days, he's only had two customers and one of them was dissatisfied. Further, he has had only 36 sales in the last year, and almost 1/4 of those have been unhappy. One customer comment was: "ARROGANT, INSULTING, OBNOXIOUS, HATEFUL, UNPROFESSIONAL, UNPLEASANT, BWARE".

What lessons can we learn from this seller?

1. He is charging almost 700% more for his "nearly new" book than Amazon is asking. There is no explanation of why his charge is so extravagant. So, if you're going to sell a "collectible", you'd better justify your price.

2. He didn't respond to emails from a potential customer. There are several possible reasons, but the one that comes first to mind is that he can't justify his price, and so chooses to ignore such queries. That may not actually be his reason, but his job is to reassure a potential customer, and he does not do so.

3. To say that his reputation isn't helping his business is a vast understatement. I would certainly feel better about ordering from Amazon than from a person with his feedback. And quite honestly, there is no way around this poor record. It would be very tough to redeem himself with his current record. Most likely, his business is already dead in the water.

Online book store owners take note: this guy is a classic case of what-not-to-do! If you want your own store or business to do better, learn from this guy. Often we can learn much more from failures than successes and he is no exception.

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