1. Always use Escrow.com
I know it has a fee, slower, and quite troublesome. But, look at the bright side.. As a seller, you won't get scammed by buyer. Here is what whould happen if you don't use Escrow.com: you can get chargeback or reverse transaction if using paypal.
2. Communicate with potential buyer
Using Flippa, you can communicate with your potential buyer privately. Or you can use skype to communicate. One thing you should be aware of is that make sure you do not breach flippa terms by dealing outside flippa.
3. Start at 1 USD
How much do you think your site worth? 100 USD? 500 USD? 10K USD? No matter how much your site worth, it is a very good idea to start low at 1 USD. This will increase the number of people 'watching' your auction. Just make sure that you put a reserve price.
4. Don't bother to get featured
I have an auction that was featured in the flippa main page, and it got 11 people 'watching' the auction. The site was not sold because the highest bid was below the reserve price. Then, I re-listed the site. This time I did not bother to get featured at main page. The result is surprising, 13 people 'watching' this auction. The site sold this time.
5. Show them what you got
A website can be valued based on the revenue it generates, or the traffic it gets, or the content it has. As a seller, you should keep track of the revenue it generates. You also need to keep track of the traffic and content it has. Although Flippa support google analytics, you can also use different statistics software such as AwStats as a screenshot. Show to the potential buyer what your site is worth.
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That's what work for me.. tell me what work for you?