A Different Face

By Steve Krupnik | January, 08, 2010

Yesterday, because of a publicity campaign on my recent book Pawnonomics, http://pawnonomics.com/ I had the opportunity to be interviewed on the Gabe Wisdom Show on Business Talk Radio. I've given a lot of radio interviews recently however this one is considerably different. Why? The coverage - his show is carried coast-to-coast.

Thousands of radio affiliates with millions of listeners. I'm not telling you this to try to impress you - I have no need. But you may be asking yourself "Steve, what does this have to do with me in my pawnshop business? After all, you're just out there selling books." Well, you would be partially right. I'm out there selling books - but that's not all I'm selling.

What I'm really selling is you.

Because during these interviews, especially the national one yesterday, I have the opportunity to explain the inner workings of the pawnbroking industry and how it fits into the short-term credit market. I also have the chance to explain why pawnshop loans are completely unique from any other form of consumer credit. Economically significant.

The listeners also learn why there are so many misconceptions about pawnbroking and why the dark picture painted by Hollywood and the media is not even remotely an accurate picture of the real pawnshop industry. What I'm doing is putting a different face on the industry. A kinder face - a compassionate face - a face that benefits the community. And this face is yours.

Why do I say this? Look at it this way. Most of the people listening to these interviews will not buy the Pawnonomics book - they will never do business with me. But the ones in your marketplace certainly may do business with you. People who have never considered dealing with your pawnshop before. People who ordinarily wouldn't walk in your door even on a bet.

And I know this to be fact by the messages I receive - both from consumers and pawnbrokers.

But let me ask you a question or two. I have no problem putting myself out there and selling you. Do you have a problem with putting yourself out there and selling you? You have the opportunity to do so every day - do you make use of this opportunity? I'm not talking about a bunch of brash and shameless self-promotion, I'm just talking about being proud of what you do and having the ability to explain it in plain language in a few easy sentences.

Why would you want to do this? Because if you do, it will bring you more valuable customers. If you take advantage of this opportunity, more opportunities will arise. And if you position yourself as the pawnbroking professional - the expert in your field in your marketplace - you will not only benefit your pawnshop business, but you will be benefiting our entire industry.

This works so well and has been so beneficial to my pawnshops and many others in our industry that I have placed many simple ways of how you can do this easily in several sections of the Pawn Shop Advisor(tm) http://www.pawnshopadvisor.com/main.cfm coaching program. There are many techniques and systems in the marketing, media, management, and customer systems sections that you will find very easy to implement into your business.

Because there has never been a more important time in the history of our industry for us to sell ourselves on a positive note. And every time I hear a pawnbroker complain about something negative being put out there about the pawnshop industry I always want to say to them "Well, do you have anything positive to say, and have you put yourself out there lately?"

Keep your eye on the target and your mind on the goal,
Stephen Krupnik

P.S. Even if putting yourself out there is not really your thing, in the Pawn Shop Advisor(tm) http://www.pawnshopadvisor.com/main.cfm coaching program I even show you how to hire it out if you choose. No excuses, put yourself out there.

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