Several years ago, my son and I went to Michigan for college visits at University of Michigan and Michigan State. I timed them with some business I was doing there so it was a great trip. My son had a flight home from the Detroit airport on Monday afternoon and since we had a few hours to kill, I suggested visiting American Jewelry and Loan, the pawn shop featured on Tru TV’s Hardcore Pawn. Both of us love the show so we plugged in the address into my phone and we headed into one of the scariest neighborhoods in the U.S., the Eight Mile!
If you’ve never been there, it’s full of closed up storefronts, homeless people, and a slew of pawn shops. When we pulled into the parking lot, we were amazed at how many cars were there. None of the other shops had this much business. We walked in and saw the disclaimer sign that Tru TV was filming and we, by entering the store, were consenting to be on TV. The place smells like the inside of the GoodWill or Salvation Army. Lots of junk everywhere and a long line of people waiting to pawn items such as chain saws and stereo equipment. A longer line held people waiting to reclaim their items. We saw the film crew filming Seth Gold (the son) dealing with a customer. My son and I whipped out our phones to take photos and were instantly accosted by one of those HUGE bodyguards you see on the show. He made us hand him our phones and he deleted the photos we shot. It was actually kind of fun! I thought about making a big scene and getting tossed out on camera but figured it wouldn’t be good for business. All in all, it was a fun experience and the highlight of our trip!
How do you explain how American Jewelry and Loan thrives in a competitive industry and a crappy neighborhood? It’s all a product of the owner and founder, Les Gold. Gold is a second generation pawnbroker and his store was successful but really hit success when his TV ads were seen (he ran them during the Jerry Springer Show) and the producer approached him with the concept of a reality show based on his shop. Seeing the opportunity, Gold signed on (much to the chagrin of son Seth) and it’s been running strong for six seasons.
What does Gold have in common with Gene Simmons of KISS fame, and the Robertson family from Duck Dynasty? A high level of competence combined with a willingness to display it.
While most of us will never have our own reality show, all of us have something we’re really good at. Competence is something that starts naturally, but only grows as we work at it. Gene Simmons works tirelessly at improving the KISS brand and marketing it voraciously. The Robertson family builds on its duck calls and develops other products. Just like Gold’s pawn shop, they have become institutions.
Your goal may not be to have a TV show but to be a recognized, well-paid competent expert. If that’s the case, what are you doing RIGHT NOW to build on your expertise? Are you reading about your industry? Attending seminars and association meetings? Blogging and speaking? Hard work begets competence. Competence results in higher competence. Higher competence gets great results, and great results gets you noticed. Recognized. Compensated!
All of us have the same access to and opportunities from competence. What are you doing to build on yours today?