At PawnGuru, we’ve naturally observed a lot of exchanges between pawn shops and pawners.
We’ve searched through endless online reviews to find what it is that makes the most popular pawn shops in any given town or city more popular than their competitors. The secret? Customer service.
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Below, learn why we consider customer service to be the best pawn shop marketing tactic—and which pillars of customer service are commonly quoted in the top pawn shops’ online reviews.
Customer Service as a Pawn Shop Marketing Tactic
Customer service traditionally does not fall under the marketing umbrella. However, online reviews and local marketing go hand-in-hand. As a pawn shop, this is how your new customers are going to find you.
For instance, Google Places, Yelp and PawnGuru are the top places pawners go to find the best pawn shops near them. These also incorporate reviews from real customers as a way to rate the business, and they’re the top sites that show in search engines when customers search for local businesses.
We scoured these reviews to find out what makes the top pawn shops so popular, and what we found was customer service was the number one indicator of success.
Below, we break down the common words customers frequently used in their online reviews of their favorite pawn shops and why these business traits are important to pawn shop customers in particular.
Pawn shop customers often quote “friendly” faces and attitudes in their online reviews of pawn shops.
Do the staff in your store appear approachable and act the part? We’ve seen reviews dock the overall score of a business online because of a few reviewers who said the staff seemed like they didn’t want to be there and like the customer was ‘bothering’ them.
Observe your staff’s demeanor, and if it could be mistaken for anything else but friendly, have a constructive chat with them.
To gain customer loyalty is to build trust with customers. And to build trust, you must be honest with them.
You want them to know you’re looking out for their best interest as your customer and not looking to just make a quick buck off of them. If their item is of high value but they seem completely clueless, remain honest with them about it and give them a fair price they deserve.
Be extra transparent about the terms of your loans and help your pawn customers fully understand the agreement they are entering. Honesty is one of the most commonly quoted trait pawn customers look for in a pawn shop.
Many first-time pawners are not 100% sure how the pawning process works. This—in combination with not knowing how items are appraised—can make walking into a pawn shop quite intimidating for some.
Therefore, first-time pawners often call out how helpful their pawnbrokers are when they write an online review. When staff are patient and willing to explain the whole process clearly, new customers will rave about the experience.
Fairness goes hand-in-hand with honesty, and “fair” is one of the most frequently used adjectives to describe pawn shops that receive 5-star ratings.
Give your customers a fair price for the items they’re pawning, selling or buying. It will come back to you ten-fold with the business they refer to you.
Now that you know the pawn shop marketing secret that drives customers to write raving reviews, are you confident your pawn shop has what it takes to get consistent 5-star ratings? If so, good for you—keep up the good work!
If not, with a little work and re-training of your staff, you could improve to become a top-rated pawn shop.
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