How to Price Your Gear Correctly on Reverb

Pricing your listings correctly for sale plays a hugely important part in setting your Reverb Store up for success. There are a few ways to calculate prices that can help convert your shop’s browsers into buyers. The wrong pricing strategy can have a disastrous effect on your sales, and, unfortunately, you will be the last to know about it.

There are a few ways to price items for sale, first resource would be to check the Reverb Price Guide. This gives you access to information on sales and prices for the same items as yours. It allows you to check quickly at a glance the historical price data every similar item eventually sold for on Reverb.

Traditionally, in the world of used instrument sales, you could achieve a rough idea of resale value by approximating that a used guitar in good condition was worth two-thirds of its new price. This pricing strategy stems from guitar stores traditionally offering one-third of retail for a trade-in and looking to sell that trade-in for two-thirds of retail. This strategy may be all well and good, but it completely discounts the large amount of variables that come into play.

Pricing Variables

The first variable to come into play is demand for the particular item. We can see that some boutique brands’ used values tracks very closely to the value of their new gear. This can be due to very limited production runs or long lead times by the manufacturer.

An example of the Reverb Price Guide's Transaction History

The other main variable that can come into play is speed of sale, or what we can describe as a “margin vs. stockturn” debate. Holding an item for too long in hopes of getting the maximum returned value can be a fool’s errand. The longer an item sits unsold, the more the perceived value can be in danger of dropping in a potential buyer’s eyes.

By paying close attention to your pricing strategy, while taking into account the above variables, you will be able to turn stock at a much faster rate. This can be very important for brick-and-mortar retailers, as space taken up by a guitar that’s not selling leads to opportunity cost and tied-up capital. This is what we mean by margin vs. stockturn—what would you rather have, one sale with a 50% margin or three sales at 20% margins?

The other major variable in pricing can be country- or territory-based. Fluctuations in the exchange rate can have considerable advantages for the smart seller. An item that is priced at the high end for your local market can appear as a positive bargain for a buyer from a country with a higher exchange rate. Traditionally, vintage U.S. instruments have sold for a higher price in Europe and Japan, due to scarcity and currency values. To take advantage of this be sure to offer international shipping.

A Reverb Price Guide Price History Chart

A neat way to generate more sales, views, and watchers for your listings internationally is to include the cost of your shipping into your selling price, and offering free international shipping to your buyers. Everyone loves spending money on guitars, but no one is a fan of spending on shipping.

Pricing Resources

Be sure to do your research when pricing an item for sale. A trove of information can be found on the Reverb Price Guide, as mentioned above, and also on our Seller Hub and Reverb Dating & Pricing Hub pages. Also, be sure to check current live listings on Reverb for competing products. For our international users, the Price Guide is without sales tax, so to get an accurate quote if you are outside the U.S., add your local sales tax percentage to the price guide quote.

Taking Part in Site-Wide Sales

Don’t forget that Reverb runs site-wide sales frequently throughout the year. If you are a Preferred Seller, you have access to these and the can be a great resource to move listings that have been hanging around for a little longer than planned. They generally follow a 15% discount that is applied to the sellers price, so if you have a little movement in your margin you can take advantage of the increased buyer traffic to land a sale.



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