1. Photography: Your Most Powerful Sales Tool

Militaria buyers cannot physically examine items before purchasing. Clear, honest photography is the single biggest factor in converting views to enquiries. Poor photos lose sales even when the item is excellent.

Use natural light whenever possible

Photograph near a window on an overcast day for soft, even light. Avoid harsh direct sunlight (creates glare on metals) and indoor incandescent bulbs (adds yellow cast). A simple white or dark background removes distractions.

Show all angles and key details

• Front and reverse of medals, badges, and documents
• Maker's marks, hallmarks, and stamps — use a macro lens or close-up mode
• Any damage, wear, repairs or missing parts — honest photos prevent disputes
• Ribbon condition for medals (a common concern for buyers)
• Comparison shot with a coin or ruler to convey scale

Avoid these common photography mistakes

• Blurry or out-of-focus close-ups (buyers will move on)
• Dark or underexposed images
• Cluttered backgrounds that distract from the item
• Photographing medals inside display cases with glass glare

2. Writing Descriptions That Convert

A good description answers the questions a knowledgeable collector would ask before buying. Think of it as your sales pitch to someone who can't hold the item.

Be specific about condition

Vague phrases like "good condition" mean different things to different people. Be specific: "hinge replaced, original catch, 80% original finish" is far more useful — and prevents disputes. Buyers reward honesty with trust, and trust brings repeat business.

Use the right keywords naturally

Collectors search for specific terms. Include the official designation, common names, country, era, and any relevant details. If you're selling a Wehrmacht field cap, also mention Feldmütze, M43, the maker and date if known. Don't stuff keywords — write naturally and include the relevant details.

3. Pricing Your Items

Pricing militaria correctly is part research, part intuition. Overpricing leaves items sitting unsold for months. Underpricing means money left on the table.

Research before you list

• Check completed auction results on major militaria auction houses
• Look at other WarSales listings for comparable items
• Join collector forums — members often have deep market knowledge
• Factor in rarity, condition, provenance, and current demand

Should you include shipping in the price?

We recommend including shipping in your listed price. "Free shipping" listings get more clicks and remove a common friction point in negotiations. Factor in proper packaging costs — militaria items need solid boxes, bubble wrap, and padding, especially for medals with fragile ribbons or brittle documents.

Price on Request

For exceptional or highly variable items, leaving the price blank shows "Price on Request". This opens a conversation and lets you gauge buyer interest before committing to a number. It works well for rare pieces where comparables are scarce.

4. Communicating With Buyers

Fast, knowledgeable responses are the mark of a professional seller. Buyers who get ignored move on — or lose confidence and don't buy.

• Respond within 24 hours — anything longer risks losing the sale
• Answer questions directly and thoroughly — partial answers invite follow-up delays
• If a buyer makes an offer below your asking price, counter with a reason rather than just refusing
• Keep all negotiation within the WarSales messaging system — it protects both parties
• Once you've agreed on price and shipping, confirm the deal clearly in a message

5. Packing and Shipping

Items arrive damaged far more often than sellers expect. A good packing job costs very little but protects your reputation.

• Use a rigid box — padded envelopes are not suitable for medals, badges or anything with fragile parts
• Wrap items individually in bubble wrap or tissue paper before boxing
• Fill void space in the box with packing peanuts, crumpled paper or air cushions
• For documents, use acid-free sleeves and cardboard stiffeners inside the box
• Always use tracked, signed-for shipping for items over €50
• Insure high-value shipments — carrier liability is typically capped at very low amounts
• Provide the buyer with a tracking number as soon as you ship

6. Building a Seller Reputation

On WarSales, your reputation is your biggest asset. A strong review score brings more buyers and commands better prices over time.

• Always describe items accurately — reviews go public and a single "not as described" complaint damages you
• Ship promptly — delays are a common complaint in seller reviews
• Communicate proactively if there's a delay (postal strikes, customs hold, etc.)
• After 10 completed sales, apply for your Verified Seller badge — it significantly boosts buyer confidence