Set the price

To set the price, look at several comparable examples of the same model or genuinely equivalent versions. One listing does not define the market.

Compare, where available:

• the same version and production period;
• similar condition;
• originality and modifications;
• included accessories;
• geographic market;
• active listings and information about completed sales.

Asking prices show sellers’ expectations, not necessarily the price at which a transaction will happen.

Use comparables to build a plausible market range, then position your specific item within that range according to its actual characteristics.

The listing price and the price you are genuinely willing to accept may be different.

Define three figures in advance:

1. the value you consider consistent with the market;
2. the published asking price;
3. the minimum below which you would rather not sell.

This prevents improvisation during negotiations.

Some negotiation room can be useful, but inflating the price too much may reduce enquiries and make the listing uncompetitive. On the other hand, listing immediately at your absolute minimum leaves little space for the negotiation many buyers expect.

The price should therefore reflect the market, your objective and your selling strategy, not only what you originally paid.

After identifying a market range, compare your specific item with the examples used as references.

Value can be affected by:

• cosmetic condition;
• functional condition;
• wear on consumable parts;
• repairs;
• reversible or irreversible modifications;
• presence of original parts;
• case, power supply or accessories;
• documentation and original packaging when relevant.

Do not apply automatic percentages to every type of gear. The importance of each factor changes by category and model.

Description and price should remain consistent: if your item is priced above the average, the listing should make clear why.

Before receiving offers, decide how much negotiation room you are willing to allow.

Your minimum acceptable price should take into account not only the value of the item but also any costs connected with the sale. If an offer falls below that threshold, you can decline it without reassessing the entire situation each time.

You do not necessarily need to reveal your minimum immediately; it is primarily an internal decision tool.

You may also define different scenarios, such as one price for local collection and another that accounts for agreed packaging or other costs.

Setting a threshold in advance mainly helps prevent accepting or rejecting an offer simply because of pressure in the moment.

There is no single correct price independent of time.

If you are not in a hurry, you may choose the upper part of the market range and wait for the right buyer. If you want a faster sale, a more competitive price can increase the chance of enquiries.

Also consider any applicable costs:

• fees;
• packaging;
• shipping when included;
• insurance;
• minor work required before handover.

Separating the value of the item from the selling strategy helps explain why two sellers may choose different asking prices despite starting from a similar valuation.