You can’t escape the ads to buy or sell gold. In tough economic times, gold becomes even more popular as an investment making it a great time to sell gold you may have and no longer need.
But really, what do you know about selling gold? If you are like most of us, nothing! You may have gone through your drawers and found old gold items you inherited or just no longer wear, but how do you go about selling it?
That was the situation Gayle O’Donnell recently found herself in. She had old gold jewelry but was apprehensive about being taken advantage of in the selling process. The thought of putting her items in an envelope and mailing it off made her uncomfortable. So she did what most of us do when we are in uncharted waters; she asked for referrals from friends and she read reviews on the internetHer original intent was to get quotes from 2 places to be sure she was getting a fair price for her gold. However, when she went to her appointment at Sound Gold Buyers in the Ballard area of Seattle, they gained her confidence and trust through the education they gave her that she never went anywhere for a 2nd opinion.
Each step of the way, they explained the testing used to determine the gold content (14k vs 24k etc.) and the sophisticated scales which are both calibrated by State regulators and locked for accuracy. On the website forSound Gold Buyers you can watch a short video to see the process for yourself even before you make your appointment.
This education provided to the consumer instills trust and confidence – essential elements in doing business successfully. These factors are even more important when you deal in goods or services customers do not have a great deal of knowledge about, ones they don’t use often and that involve a large amount of money. Auto repairs, irrigation and septic systems, many home improvements, even mattress purchases all fall into this category as well.
If your business is one where customers have natural skepticism based on lack of knowledge, build trust by providing basic education on the process, the options and the features/benefits to the consumer. Also encourage and utilize favorable customer reviews both on your website and on community websites such as yelp.com.
Trust and confidence are two important elements of earning long-term business and valuable referrals. Be sure you are doing all you can to earn them by providing education to allow the consumer to make informed decisions.