Follow the rules in this thread to sell your character.
It is against the rules to scam during character sales, but it is usually the buyer who is at more risk than the seller because they have to send the ISK first. Either way, scams are not allowed and Customer Support will investigate in the event of a scam.
The general way it works is once you find a buyer, they will send the agreed ISK to the character that is for sale. You transfer that ISK to another character of yours, then initiate the character transfer to the account name provided by the buyer. Being responsive and communicating what you’re doing in the thread (i.e.: I received the ISK and account name, the character transfer was initiated on this date at this time) is the best way to avoid issues.
Good luck!