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 selling.
Les Gold has been in business since age 12, 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.
As 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 50,000-square-foot former bowling alley, making 1,000 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.
You will learn:
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 55 years in the most interesting job in the world.
©2013 Les Gold (P)2013 Gildan Media LLC
"Since his first appearance on Good Afternoon America in the summer of 2012, Les has quickly become one of my favorite guests, in the mornings and the afternoons. I often call him 'our own Santa Claus,' for the joy he gives people by showing them the wealth they didn’t know they had. Les's years of experience have given him a business acumen that stretches far beyond the pawnshop - and this book is a must read for anyone who wants to create their own success in any business." (Jost Elliot, news anchor, ABC’s Good Morning America)
I didn't find this book as interesting as I had anticipated. I might consider reading other materials by the authors, but that would depend on the topic.
A driven ethical view of life.
The entire book was wonder listening, I hope Les Gold writes more books.
A reflection on family and business
Great book, hated to see it end.
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