I met a coin shop owner the other day in a shop I’d never been in. Although he had two other sets of customers when I came in, he immmediately acknowledged me, and was astute enough to realize I had a quick question. Immediately, one of the customers, who was a regular, said his goodbyes, and I asked about whether the shop owner buys Canadian silver coins, which my dad had a bunch of.
In businesses like coins, stamps, and antiques, credibility is everything. Who wants to get ripped off? Within probablby twenty seconds, this shop owner showed his certainty over my doubt. He told me he’d been there for 11 years, and in the business for 30. He immediately spread the coins out and moved them from one pile to another, telling me which coins had 50% silver, based on date; and which had 80% silver.
There was absolutely no doubt in my mind, at this point, that I would not get a fair deal for the coins. Why? His presence, his confidence, his mannerisms to put me at ease. He was certain of his knowledge, and I was a blank slate when I came in there. But here’s the key – I left happy with a smile on my face, and wanting to refer this shop to everyone I know who collects coins.
That is what selling is all about — helping ease customers (and potential customers) minds by your words, actions, proof, knowledge, and attitude. It worked for me.