下一代硬币经销商的5个提示

硬币行业正在以戏剧性的方式发生变化。随着即将到来的大牌经销商的一波退休，以及新一代精通技术的硬币经销商的到来，21世纪硬币市场的轮廓现在正在成形。

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

新兴的硬币经销商的五个技巧…..

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.

硬币行业正在以戏剧性的方式发生变化。随着即将到来的大牌经销商的一波退休，以及新一代精通技术的硬币经销商的到来，21世纪硬币市场的轮廓现在正在成形。我以年轻的收藏家的身份经历了第三方分级革命，并且已经涵盖了过去15年的专业发展。在我的职业生涯中，我预计会有如此多的变化。我对新兴经销商（20多岁的许多人都对塑造行业和引起兴奋和创新的可能性）感到兴奋，这是硬币爱好真正需要的两件事。

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，我想为这些未来的领导者提供五个技巧，以帮助他们建立品牌身份，并避免犯错，这可能使他们恢复多年。

If any prove helpful, please drop me a line.

如果有帮助，请给我留言。

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

过度依赖成绩和流行报告是一个坏主意

 

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，了解稀有的硬币市场并不像查看流行报告，浏览最近拍卖结果并得出结论那么简单。当然，这些数据很有帮助，但是它描绘了不完整的图片。最好将这些信息视为一个时间点的快照，并将当前的流行歌曲和市场数据与历史数据进行比较。

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?

当试图将更完整的市场图片汇总在一起时，带有销售档案的主要拍卖网站可能特别有用。我寻求回答的问题包括：随着时间的推移，流行音乐如何变化？在其他持有人或其他等级中，顶级流行硬币的拍卖外观吗？这些硬币通常通常以“命名”拍卖出售，还是不时地踢出去，在短时间内进行多次拍卖？与其他已知的高端硬币相比，顶端的特定硬币如何？根据眼睛吸引力和市场数据，是否可以将条件 - 镜头硬币从最佳到最差进行排名？

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.

通过查看成绩和流行报告无法直接回答的另一个问题是该日期和系列在任何给定时间的流行程度。这是您必须在市场上竞争的判断 - 不仅是硬币，而且要为客户竞争。

Start as a Generalist With a Strong Customer Focus

从一名通才开始，以强大的客户为重点

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.

大多数成功的经销商专门研究，但确定要进行哪种专业需要时间，经验，资本储备和客户名单。刚开始的经销商可能缺乏这样一个或多个领域，并且需要时间来发展专业所必需的知识，而且还需要发展作为给定领域的市场领导者所必需的联系。因此，当您开始时，最好成为一名通才，在建立品牌和声誉时，可以在知识发展的领域进行处理，并可以在哪里进行安全游戏。

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.

一位年轻的硬币经销商，我与他的强大客户专注力量给我留下了深刻的印象（如果您想弄清楚谁，我都有几次出色的互动影响它对客户的影响。

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.

我从eBay上购买了该经销商的少数旧数值书籍和目录。当书籍到达时，它们巧妙地包装在陈述的状态下，并迅速交付。但是，这给我留下了深刻的印象。在包装内，这个经销商捆绑了一张木制镍，一张名片，一张促进美国货币协会会员资格的卡以及一条简短的消息，让我知道他会很乐意与我合作，以帮助我找到我的寻找的东西。这种方法可能不会立即产生结果，但它给人留下了深刻的印象，并高度评价了他们正在建立的个人和品牌。

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.

这并不是说您应该欺骗您的客户或要约，而是要建造双向街道可以使流量两种方式流动 - 您的客户会出售您的交易，并寻求您找到硬币。

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.

以客户为中心的另一个方面是知道何时为客户赢得胜利。我将“胜利”定义为一项交易，客户觉得他们已经获得了相当多的交易。请注意，我说公平的交易，这不是很多。出于良好的客户服务，经销商不必赠送硬币；收藏家明白这一点。但是收藏家不喜欢的是，当经销商对硬币的价格如此积极，以至于树上没有叶子。这就是为什么如此众多的收藏家对经常破解硬币并升级它们的经销商持怀疑态度的原因。

Don’t Give Away Coins You Believe In

不要放弃你相信的硬币

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.

当寒冷的市场往往会消失，并在获得最大回报时重新出现。刚开始的经销商可能没有节省好材料的奢侈，可以看到这些硬币的出售是一种弥补不良购买或维持足够的运营资金的一种方式。

In a business where turning over inventory multiple

在一家交换库存多重的业务中