Selling Gold in Stormy Weather – A Stor of Resilliance and Perspective
In 2012, a sales professional named Quinn stepped into the world of gold and silver as an Account Executive, eager to help investors secure their financial futures. It was a time of economic uncertainty.
The Great Recession of 2008 had left deep scars. Bank bailouts, financial reforms, and stimulus packages were in full effect. The Federal Reserve’s aggressive quantitative easing had driven gold to an all-time high of over $1,921.17 per ounce on September 6, 2011. Financial news was grim: uncertainty loomed over Europe, the U.S. recovery felt fragile, and access to credit remained a challenge for businesses and consumers alike. Amid this chaos, gold stood as a beacon of security, an asset that investors rushed toward in fear of economic collapse.
But the gold rush was short-lived.
For many, the urgency to buy gold grew stronger as headlines painted a bleak financial picture. The gold price became a daily point of interest, fluctuating with every economic shift, policy decision, and global crisis. Investors closely monitored the gold spot price, seeking the right moment to invest in a stable, time-tested asset that could preserve value in volatile markets. Quinn found himself on the front lines of this movement, helping clients navigate these uncertainties with clarity and confidence.
A Tough Market for Gold Sales
From 2012 to 2019, the price of gold experienced a pullback. As the economy appeared to stabilize, investors grew wary of assets perceived as “riskier.” The same negative news cycle that once fueled demand for gold now dampened short-term investor enthusiasm. Convincing people of gold’s enduring value, once a no-brainer, became more challenging.
Through these years, Quinn refined a sales presentation around educating people on gold’s long-term value, truly believing in gold’s historical strengths:
- Proven Stability – For thousands of years, gold has preserved wealth through wars, depressions, and financial crises.
- Hedge Against Inflation – As paper currency lost value, gold retained its purchasing power.
- Store of Value – Unlike stocks or fiat money, gold was not dependent on government policy or corporate earnings.
- Barter Potential in Crisis – When faith in traditional financial systems wavered, gold remained universally accepted.
But despite these undeniable truths, many prospects hesitated. They were consumed by the present—a seemingly stagnant metals market and a news cycle favoring equities. They agreed gold had long-term value, but they weren’t sure when to buy.
The Umbrella Salesman: A Lesson in Timing
To help them see the bigger picture, Quinn told the story of Chris, the Umbrella Salesperson in New York City.
On clear, sunny days, Chris sells umbrellas for $10 and tells people, “Now is the best time to buy. The weather is nice, and my inventory is high, so I offer a discount to those who prepare in advance. My happiest customers are the ones who buy before they need it.” The customers investing in an umbrella at this price reap the benefits of a lower price and peace of mind, knowing they have protection from a storm if it comes.
On cloudy days, when rain is possible, Chris raises the price to $15, admonishing passersby, “You can see the storm coming. If you wait much longer, you’ll have to pay more—or worse, you may not find an umbrella at all.” The customers investing in an umbrella at this price reap the benefits of paying an average retail price and peace of mind, knowing they have protection from a pending storm when needed.
On rainy days, Chris sells umbrellas for $20—and people buy them, if available, to shield themselves from the storm that is upon them. The customers investing in an umbrella at this price reap the benefits of peace of mind, knowing they have protection from the storm, although they may have paid a little more than average. The interesting thing is, however, 10 years from now, the U.S. dollar they used to purchase the umbrella is devalued and looking back, they can’t believe how they were able to purchase the umbrella for just $20!
Gold is like Chris’s umbrellas. The best time to buy is before the storm arrives, but you are still happy to have the protection if you purchased when a storm was pending or during the storm. Chris’s simple but strategic counsel: “Hope for the best and prepare for the worst.”
A Decade Later: Who’s Smiling Now?
Back in 2012, some customers were reluctant to buy at over $1,800 an ounce. Some walked away, fearful that gold had peaked. Others took the leap, understanding that gold was not about timing the market—it was about being prepared.
Fast forward to 2025, and the world has changed yet again. The economic shockwaves of Covid, massive government spending, and runaway inflation have reshaped global markets, sending gold soaring past $3,000 an ounce—levels previously thought impossible.
Today, many believe the storm is just beginning. Stagflation appears to be on the horizon, with lower consumer confidence and seemingly untamed inflation. The commercial real estate debt crisis is projected to hit a critical level in the coming years (a significant “maturity wall” of commercial real estate (CRE) debt, estimated at around $1 trillion, is looming as due for payment in the next few years). U.S. and world companies are on edge over escalating trade wars (you’ve read about it), the Russia-Ukraine war drags on as does instability in the Middle East and, as already mentioned, BRICS is knocking on the U.S. dollar’s front door.
Are you waiting for the “perfect moment” to buy gold? The moment could be now. Just ask people who bought gold years ago and are reaping the rewards of their foresight. Those who invest now may be the ones celebrating in the future.
Quinn still gets calls from customers who purchased at what they thought was a high price years ago. The common sentiment:
“I remember debating whether I should buy at $1,800. Now, I wish I had bought more.”Timing the market is considered impossible, but being prepared is a choice. Take Chris the umbrella salesperson’s, strategic counsel: “Hope for the best and prepare for the worst.”