You can do things to help: Do you have a rating on ebay or other sites? Get certified on paypal. That's a great way for a buyer to feel comfortable. Finally, I have always been willing to furnish my name, address, phone and more to the actual buyer once a price has been agreed upon. I did back out of a deal recently when someone gave me a phone number and address, neither of which came up under their name on a web search. No money lost, no big issues, I felt good by being safe. The buyer was pissed off but better safe than sorry.
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