The eBay concept that people are "Good" is the overriding factor in the seller's responsibility regarding leaving feedback. The concept is a simple one. The seller is the one that begins the transaction is the one to start with being 'Good" no matter what the buyer may or may not do. Fear of negitive feedback should never influence the sellers thinking or actions because of potential, unforeseen issue. It's not seller against buyer or visa versa.

I used to subscribe to the "Herman" series of motivation and customer service posters for my stores. There was one that I had framed and permanently posted by the employee entrance to the floor. It read:

The Rules of Customer Service
RULE #1: The customer is always right
RULE #2: When the customer is wrong, refer to rule #1

This applies to jerks, weasels, dummies, scum, deadbeats, malicious snakes, pull my chain artists and any other adjective you can think of to describe a less than perfect customer. This could also be me at times!

The minute a customer gives their hard earned money to the seller, they are not only married for better or worse, they joined a one sided relationship in their favor. The seller is the one that lured the buyer to the alter with the promise of gold and is the one responsible for keeping it a happy, joyful 'partnership'.

So, if a customer says it is broken, it is. If it is not as described, it is not. If they ask for something not in a policy, they can have it. If they want to return a "final sale", I sold them the wrong item and they can. If he doesn't know about PO Box shipping, it is my fault I was not clear. If they cannot figure out how to use it, it is because I did not help them correctly. If a buyer is a general jerk, it is because I did not address their needs.

It's always my fault when the buyer is unhappy. Period. There will always be a very small minority that will never be happy with me as a seller and they may very well have never had a bad experience with anyone else except me. That's business.

Most people (eBay is people) are apprehensive because they are afraid. It can be they don't understand something and are fearful of being perceived as ignorant. They are afraid of being taken advantage of. They are mostly afraid of what they do not know. This is especially true with a new experience such as e-tail. They just don't know. Alleviate all these fears and this suspicion will disappear. It should be the seller that guides the buyer through the purchase from an 'invisible' person. The seller is the one that initiated the transaction and has the responsibility to lead the customer toward a pleasant purchasing experience, showing them the way to leave positive feedback.

Conversely, when a seller does not leaving feedback when the item is paid for, they are demonstrating their own fears. Perhaps there is a lack of confidence in their item, terms or listing description; fear of being unable to satisfy a customer; or the most destructive and paralyzing fear of all, losing money. And fear that people are not basically 'Good'.

I talk about how to treat a customer because that is what feedback is all about. The only responsibility a customer has to a seller is to pay. Holding back feedback until a seller decides they like the way a customer treated them goes against the very concept of customer service. A seller does not have the right to judge the customer other than they pay. If a seller gets negative feedback it is because the seller failed. Not because the buyer is wrong as they are always right in their mind.

The customer's perception of the transaction is their reality. In the customers world the complaints are valid, returns are warranted, maneuvering is required, the misconceptions are not his and he is only making a fuss because the circumstances require it. The use of feedback is not thought of as extortion, but a necessary action to prevent injustice.

Perhaps that is why eBay teaches us to profess their concept that people are generally good. When they are not good it is not because they are bad, it is because they were given a reason not to be 'good'.

Take a look at the new feedback rating system, which I like because it treats me favorably. It asks the buyer to rate the seller on how they 'perceive' the transaction satisfied them. Did the seller communicate what was going on and answer the buyer's questions? Did the seller ship in a timely manner (a function of communication)? Did the seller have perceived inflated shipping charges (again communication). It not only focuses the customers 'thinking' on specific issues but perhaps derives a true feedback from the customer by having them rethink the sale and the feedback they will leave.

I always believed in and teach that it is the seller's responsibility to leave feedback as soon as the item is paid for (or not paid for). I offer no alternative options because there are none. To do otherwise is a disservice to the eBay community, the buyer and the seller. It would reinforce the inherent doubts in this 'new' online concept and start them off with a customer service "people are bad, I must fear them", attitude.

I go further in explaining the importance of proactive communication with the customer at every step of the sale. A seller must continually reinforce a buyer's decision to buy. If the buyer knows that the seller appreciates the business, is thanked for paying, receives a personal notice that the purchase was shipped and will be happy when it arrives and a post sale follow up thank you, there is little room for the unexpected. Please and Thank You can go a long way in everyones mind.

I practice what I teach. Sure there are buyers that have issues to resolve. They should not be viewed as a problem but as an opportunity. The opportunity is to be a better seller than others.

If a seller is afraid of a negative feedback from a listing, why is it being listed? If they are afraid of feedback because of their policies, why do they have them? If they are afraid of negative feedback because people are people, why are they selling at all?