For What It's Worth
On Sale: June 13, 2013
Hardcover / e-Book
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Businesses these days talk a lot about figuring out what
the customer wants. Well, here’s your first lesson: the
customer doesn’t know what he wants. This book is going to
show you how to convince him he wants the thing you’re
Les Gold has been in business
since age twelve, when he started selling used golf clubs
from his dad’s basement. Now he owns Detroit’s biggest
pawnshop, American Jewelry and Loan, and is the star of the
hit reality TV show Hardcore Pawn.
a third-generation pawnbroker, Gold grew up in the business,
dealing with customers who could be unruly and violent as
often as they were friendly. He became good at selling just
about anything and at buying items for what they were worth.
Although he started at his family’s small pawnshop, he has
now expanded into a fifty-thousand-square-foot former
bowling alley, making a thousand deals a day.
On any given day, he could be taking a vintage car in to
pawn or chasing down a thief who’s just stolen a gold chain
from the store. No business school in the world can teach
you as much about buying, selling, negotiating, managing
employees, dealing with customers, advertising, tracking
trends, and predicting the economy’s ups and downs.
In this entertaining, honest book, Gold takes you
inside some of his weirdest, wackiest deals and steals.
From the monkey his dad once took in to pawn to the deal
Gold made for a stripper pole, he has no boundaries for what
he considers to be part of his business—and neither should
You will learn:
- How to
tell an emotional story when you’re selling—and take emotion
out of the transaction when you’re buying
Why judging your customers before you know them can kill a
- How to deal with risk, both
mental and physical
- How to communicate with
employees (even if they’re your own kids)
Why investing in relationships with your community is time
- Why your business should never be
limited by what others tell you it should be
No place in the world prepares you better for the
working world than a pawnshop, and Les Gold takes you inside
his shop to share what he’s learned from fifty-five years in
the most interesting job in the world.
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