Chris Reddick and Ron Halversen talk about prequalifying customers when they want to purchase large items on an eCommerce auction site.

Part 2 of a 6-part series (Return to Part 1)

RON: We've done a couple of [online auction sites] where—you think about it, like you said, the pre-approval process. When I go to buy a house, a lot of times I can't even walk through the house and see the house without a pre-approval, right? Especially in the competitive market. I've noticed where that's been the change where, earlier when buying a house, you didn't have to have a pre-approval to walk through and see the home, but now they're requiring that. 

So that is especially true, when you're online and you can't be in person, you have to think through that whole process on a custom auction website. So do you have the ability when they register, to automatically require them to upload their bank preapproval to show that they've already been pre-approved for the loan? And then typically the next step when you buy the house is you have to pay the $10,000 or the $5,000 for the earnest money. And that'll give you five to ten days so that you can get your inspection done.  

If you go through that, [what if] the inspection fails? So maybe one of the things you do to help with the online process is, you change it up a little bit where the seller is required to provide a third-party inspection notice. You still get the chance to do your own inspection, but that may be one of the things that they do, is they require an inspection to be done within the last 30 days and submitted by the seller. And that could be something that's automated.  

Some of the tools that you're talking about that we've [used with eAuction sites], one of them was called FactorTrust, where they didn't want everybody that went in to buy and bid to hit their credit. Because every time you do a credit score, if you do a hard hit, it's a five-point hit, right? And everybody doesn't want to do that if they're just going to bid, that's silly. So you can do what they call a soft hit. 

what is hipaa

RON: You can also do some other things, like FactorTrust would go in and, as you signed up, it could validate your job, it could validate your address. If you put your home address, it could validate whether you're the one that's on the lease or on the mortgage. It could validate a bank. You could put your bank credentials in there, could validate your bank, and it could come back and give you the equivalent of a credit score. But they call it a “trust score” and it doesn't actually hit your credit. There are third-party eCommerce APIs for that.  

There's third-party APIs we talked about in a previous chapter when we talked about escrow. There's different payment hub forms where, with Payoneer or escrow.com where funds can be uploaded into escrow and released. It's almost like, as a development shop, we talk about milestones. Well, your process has different milestone. One milestone, the first milestone, is getting verified to bid. The next milestone might be winning the eAuction. The next milestone might be your earnest money, and the next milestone might be getting through the inspection. And then the next one might be the delivery of the goods, or the shipment of the goods. And so certain funds are released on shipment before you're going to ship. 

You want to make sure that—let's say it was $1,000,000 piece of jewelry, you want to make sure that you've received $250,000 before you even shipped the item to know that they've got the money. So those funds are released, and then when it's shipped—even if it's a partial shipment—and it's received, do they just take it and run? Or do you have another governance process that says it's received by a third party in the city where they have to drive and pick it up upon signature and put in their ID? And so this third party receives it, does an inspection, and they're the ones that say, “Yes, it is in the condition that it was. It's done, it's approved.” And as soon as they come and look at it, if they take the item, then that third party puts in that the funds are released to the seller to try to protect everybody. 

So you have to think through the entire scenario of the different things that you're doing. And there might be different APIs that are needed for the different types of auctions and the verification process.  

CHRIS: Exactly. One of the interesting things about just, for example, escrow-based payments, is there are a lot of different vendors. We've worked with Payoneer, companies like Escrow, you have Trust, Rapid, Paybase, and the list goes on of vendors we've added during auction website development. So how are you going to select between these different vendors, and what are some of the questions that you're going to ask in order to determine what makes sense for your particular business? This is something that we recommend.  

Ultimately, you get into the details and understand the transactional cost. A lot of escrow-based payments, for example, can be quite expensive. They charge a premium to deal with this escrow type of model. So does it make sense to do that, or does it make sense to have a workflow in the auction software that you run internally and essentially set up some internal escrow model?

what is hipaa

/auction-ecommerce-platform-overviewCHRIS: These are opportunities where you can determine what makes the most sense, what makes sense for your end-users, what's going to work for your scenario. But ultimately, these are really big opportunities— and potentially big problems—that you'll need to identify and address in order to be able to scale and take that market leadership position, or continue to own that position if you're already in it within your niche. 

This is fundamental, and part and parcel with the winners within niche marketplace and in online auction-based arenas. One of the interesting things to run is—I think a lot of people don't know this, but 67% of all online commerce goes through marketplaces, and many of those are auction marketplaces. I think this is an interesting piece of data, and this is something that it's really a lot of the most dominant sites, as far as traffic and revenue processing through them, follow this marketplace type of model and online auction model where buyers and sellers can meet and they can interact. 

Fundamentally, being able to get to that type of scale and that type of niche ownership, you do really want to think through three to five years down the road—and allow yourself to think big. Allow yourself to think, “What is the owner of this niche? What is the dominant player going to look like in the next three to five years?” 

And then ask yourself what you're doing to make your team, your company, your eAuction software that dominant player? Somebody has to be the best, it might as well be you. Let's figure that out together 

RON: You certainly don't achieve [success by not doing that]. I mean, maybe you do, but how rare is that you just fail into becoming the best? Very few people fail into that. It takes a significant amount of effort and planning how to run an online auction.

Continue to Part 3 to learn about mediation and resolution on eAuction platforms.