下一代硬幣經銷商的5個提示

硬幣行業正在以戲劇性的方式發生變化。隨著即將到來的大牌經銷商的一波退休，以及新一代精通技術的硬幣經銷商的到來，21世紀硬幣市場的輪廓現在正在成形。

Five Tips for Up-and-Coming Coin Dealers …..

新興的硬幣經銷商的五個技巧…..

The coin industry is changing in dramatic ways. With a wave of retirements from big-name dealers forthcoming and the arrival of a new generation of tech-savvy coin dealers on the horizon, the contours of the 21st-century coin market are now taking shape. I lived through the third-party grading revolution as a young collector, and I’ve covered the past 15 years of developments as a professional. At no point in my career have I anticipated a period of so much change. I am excited by the potential that emerging dealers–many in their early 20s–have for molding the industry and bringing excitement and innovation – two things the coin hobby truly needs.

硬幣行業正在以戲劇性的方式發生變化。隨著即將到來的大牌經銷商的一波退休，以及新一代精通技術的硬幣經銷商的到來，21世紀硬幣市場的輪廓現在正在成形。我以年輕的收藏家的身份經歷了第三方分級革命，並且已經涵蓋了過去15年的專業發展。在我的職業生涯中，我預計會有如此多的變化。我對新興經銷商（20多歲的許多人都對塑造行業和引起興奮和創新的可能性）感到興奮，這是硬幣愛好真正需要的兩件事。

In this article, I’d like to offer these future leaders five tips to help them establish their brand identity and avoid mistakes that could cost them years to recover from.

在本文中，我想為這些未來的領導者提供五個技巧，以幫助他們建立品牌身份，並避免犯錯，這可能使他們恢復多年。

If any prove helpful, please drop me a line.

如果有幫助，請給我留言。

Over-Reliance on Grades and Pop Reports Is a Bad Idea

過度依賴成績和流行報告是一個壞主意

 

Unfortunately, understanding the rare coin market is not as simple as looking at a pop report, skimming over recent auction results, and arriving at a conclusion. This data is helpful, of course, but it paints an incomplete picture. It’s better to view this information as a snapshot of a point in time and to compare the current pop and market data to historical data.

不幸的是，了解稀有的硬幣市場並不像查看流行報告，瀏覽最近拍賣結果並得出結論那麼簡單。當然，這些數據很有幫助，但是它描繪了不完整的圖片。最好將這些信息視為一個時間點的快照，並將當前的流行歌曲和市場數據與歷史數據進行比較。

Major auction sites with sales archives can be particularly useful when trying to piece together a more complete picture of the market. Questions I seek to answer include: How have the pops changed over time? Are there auction appearances of the top-pop coins in other holders or other grades? Are these coins typically sold in “named” auctions or do they kick around from time to time, having multiple auction appearances within a short span of time? How do specific coins at the top end compare to other known top-end coins? Is it possible to rank the condition-census coins from best to worst based on eye appeal and market data?

當試圖將更完整的市場圖片匯總在一起時，帶有銷售檔案的主要拍賣網站可能特別有用。我尋求回答的問題包括：隨著時間的推移，流行音樂如何變化？在其他持有人或其他等級中，頂級流行硬幣的拍賣外觀嗎？這些硬幣通常通常以“命名”拍賣出售，還是不時地踢出去，在短時間內進行多次拍賣？與其他已知的高端硬幣相比，頂端的特定硬幣如何？根據眼睛吸引力和市場數據，是否可以將條件 - 鏡頭硬幣從最佳到最差進行排名？

Another question that can’t be answered directly by looking at grades and pop reports is how popular that date and series is at any given time. This is judgment that must be developed for you to compete in the marketplace – not just for coins, but for customers.

通過查看成績和流行報告無法直接回答的另一個問題是該日期和系列在任何給定時間的流行程度。這是您必須在市場上競爭的判斷 - 不僅是硬幣，而且要為客戶競爭。

Start as a Generalist With a Strong Customer Focus

從一名通才開始，以強大的客戶為重點

Most successful dealers specialize but determining which specialty to pursue requires time, experience, capital reserves, and a customer list. Dealers just starting may be lacking in one or more of these areas and need time to develop not only the knowledge necessary to specialize but also the connections necessary to emerge as a market leader in a given area. For this reason, it is better to be a generalist when you are starting out, dealing in areas where your knowledge is developing and where you can make safe plays as you build up your brand and reputation.

大多數成功的經銷商專門研究，但確定要進行哪種專業需要時間，經驗，資本儲備和客戶名單。剛開始的經銷商可能缺乏這樣一個或多個領域，並且需要時間來發展專業所必需的知識，而且還需要發展作為給定領域的市場領導者所必需的聯繫。因此，當您開始時，最好成為一名通才，在建立品牌和聲譽時，可以在知識發展的領域進行處理，並可以在哪裡進行安全遊戲。

One young coin dealer that I have had several excellent interactions with (a current ANA Board member, if you want to figure out who) impressed me with his strong customer focus, and I think you can benefit from knowing what it is he does and the impact it has on a customer.

一位年輕的硬幣經銷商，我與他的強大客戶專注力量給我留下了深刻的印象（如果您想弄清楚誰，我都有幾次出色的互動影響它對客戶的影響。

I purchased a small number of older numismatic books and catalogs from this dealer on eBay. When the books arrived, they were smartly packaged, in the stated condition, and delivered promptly. It’s the little bit extra that impressed me, however. Inside the package, this dealer bundled a wooden nickel, a business card, a card promoting membership in the American Numismatic Association, and a brief message to let me know that he will happily work with me to help me find what I’m looking for. This approach may not yield immediate results, but it makes a firm impression and speaks highly of the individual and the brand that they are building.

我從eBay上購買了該經銷商的少數舊數值書籍和目錄。當書籍到達時，它們巧妙地包裝在陳述的狀態下，並迅速交付。但是，這給我留下了深刻的印象。在包裝內，這個經銷商捆綁了一張木製鎳，一張名片，一張促進美國貨幣協會會員資格的卡以及一條簡短的消息，讓我知道他會很樂意與我合作，以幫助我找到我的尋找的東西。這種方法可能不會立即產生結果，但它給人留下了深刻的印象，並高度評價了他們正在建立的個人和品牌。

That’s not to say that you should pester your customers or over offer, but building a two-way street allows traffic to flow both ways – your customers will sell you deals and look to you to find them coins.

這並不是說您應該欺騙您的客戶或要約，而是要建造雙向街道可以使流量兩種方式流動 - 您的客戶會出售您的交易，並尋求您找到硬幣。

Another aspect of being customer-focused is knowing when to give your customers a win. I define a “win” as a transaction where the customer feels like they’ve gotten a fair deal. Notice I said fair deal, not a good deal. Dealers do not have to give away coins for the sake of good customer service; collectors understand this. But what collectors don’t like is when a dealer prices the coin so aggressively that there are no leaves left on the tree. This is why so many collectors are skeptical of dealers who are known to frequently crack out coins and upgrade them.

以客戶為中心的另一個方面是知道何時為客戶贏得勝利。我將“勝利”定義為一項交易，客戶覺得他們已經獲得了相當多的交易。請注意，我說公平的交易，這不是很多。出於良好的客戶服務，經銷商不必贈送硬幣；收藏家明白這一點。但是收藏家不喜歡的是，當經銷商對硬幣的價格如此積極，以至於樹上沒有葉子。這就是為什麼如此眾多的收藏家對經常破解硬幣併升級它們的經銷商持懷疑態度的原因。

Don’t Give Away Coins You Believe In

不要放棄你相信的硬幣

Nice coins tend to disappear in cold markets and reappear when the time is right to yield a maximum return. Dealers starting out might not have the luxury of saving nice material for the right opportunity and may see the sale of these coins as a way to make up for bad purchases or to maintain sufficient operating capital.

當寒冷的市場往往會消失，並在獲得最大回報時重新出現。剛開始的經銷商可能沒有節省好材料的奢侈，可以看到這些硬幣的出售是一種彌補不良購買或維持足夠的運營資金的一種方式。

In a business where turning over inventory multiple

在一家交換庫存多重的業務中