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FOR WHAT IT'S WORTH
By: Les Gold
Portfolio
June 2013
On Sale: June 13, 2013
225 pages
ISBN: 1591846390
EAN: 9781591846390
Kindle: B00AEDDQPY
Hardcover / e-Book
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Non-Fiction Memoir
Businesses these days talk a lot about figuring out what the customer wants. Well, hereβs your first lesson: the customer doesnβt know what he wants. This book is going to show you how to convince him he wants the thing youβre selling.
Les Gold has been in business since age twelve, when he started selling used golf clubs from his dadβs basement. Now he owns Detroitβs biggest pawnshop, American Jewelry and Loan, and is the star of the hit reality TV show Hardcore Pawn.
As a third-generation pawnbroker, Gold grew up in the business, dealing with cusΒtomers 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 familyβs 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 vinΒtage car in to pawn or chasing down a thief whoβs 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 economyβs ups and downs.
In this entertaining, honest book, Gold takes you inside some of his weirdest, wackiΒest 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 businessβand neither should you.
You will learn: - How to tell an emotional story when youβre sellingβand take emotion out of the transaction when youβre buying
- Why judging your customers before you know them can kill a potential deal
- How to deal with risk, both mental and physical
- How to communicate with employees (even if theyβre your own kids)
- Why investing in relationships with your community is time well spent
- 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 heβs learned from fifty-five years in the most interesting job in the world.
 Media BuzzGood Morning America - June 18, 2013
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