WHAT AUCTION-GOERS LIKE

"Steve, I’m a new auctioneer. Do you have any specific advice for me as I start my new career?" That’s an excerpt from a letter I received.

Yes, I have some advice that will help you, if you faithfully follow it – always do the right thing. There are many things in this life far more important than money, so never let financial considerations override your integrity – NEVER!

After that point, everything else is easy. But it will help you, too, if you know what auction-goers like most and least about auctions. This time we’ll look at what they like. In my next column, we’ll consider what auction-goers most dislike about auctions.

Here are ten “likes” that I’ve learned from both experience and the letters readers send me.

First, bidders want to deal with honest auctioneers. In a seller-buyer relationship, nothing is more important than trust. Legitimate auction practices appeal to bidders – not hocus-pocus. Auctioneers must establish a level of unshakeable trust with bidders if they expect them to bid freely and spend generously. Dedicate yourself to being an honest auctioneer and you will earn a wide reputation for integrity that will bring good business your way.

Second, bidders appreciate auctioneers who are polite. No one wants to be on the receiving end of sarcasm, indifference, or unpleasant treatment. They also enjoy the spice of a pleasing chant, along with some periodic humor by the auctioneer to lighten the mood and provide a little entertainment. It’s also a good idea for an auctioneer to occasionally take a moment to thank those who are bidding and, thereby, helping her achieve the selling prices that she’s reaching.

Third, bidders like auctions that have good quality goods. People work hard for their money. When they spend it, they want value in return. If bidders were interested in buying junk, they could shop at yard sales and flea markets galore. Serious bidders come to auctions to find a higher quality of merchandise and a far more sophisticated selling environment. As a professional auctioneer, always give the people what they want.

Fourth, have you noticed how hectic most people’s lives have become? Everyone is rushing everywhere and no one has time to waste. It’s just go-go-go-go-go! Well, there’s an important message here for auctioneers – you have to be organized, fast, and efficient. That means you need to start the auction on time, get into high gear quickly, and stay in that groove until the end. As a lady who wrote me said, “Tell them to hold it up, say what it is, and sell it – and then move on!”

Fifth, bidders like a competent and helpful auction staff. Good ring people can be a real plus to maintaining a fast and efficient selling pace, as is a clerk who “invisibly” does a smooth and accurate job of recording the sales. Likewise, it’s important to have a solid cashier who accurately and promptly helps customers settle their accounts and get out the door. Some folks also need help loading larger items.

Sixth, bidders want auctioneers to ask realistic prices for what they’re selling. Many people see it as an unnecessary waste of time when an auctioneer reaches for the moon by asking for $500 for a $50 piece. An auctioneer’s experience and good product knowledge will eliminate this problem. Many bidders also enjoy a mix of merchandise at various price levels to keep everyone’s attention, and to give everyone a chance to bid and buy something.

Seventh, bidders are grateful for good directions to the auction site. It sounds simple, but it’s a regular problem with quite a few auctions. It’s doggoned aggravating to be searching for that turn in the road you can’t find, as your watch indicates the auction’s starting gate is about to open. Being close may count in horseshoes, but it means nothing when it comes to finding an auction site.

Eighth, when the last bid is signaled and the dust settles, bidders want the high bidder to be the new owner of whatever was offered. Bidders universally dislike the phrase, “no sale.” This means unreserved auctions, or auctions with reasonable reserves, are always preferred. Most auctioneers understand this and endeavor to avoid offering items that won’t sell. Just remember that every “no sale” cools “auction fever” by a few degrees. Don’t bring to auction what you know you can’t reasonably hope to sell.
Ninth, all bidders want to be comfortable. Clean and adequate restroom facilities, decent food, and seating for those who need it appear on many bidders’ “must have” lists. Auctioneers should impress this upon sellers, because it’s only logical that people will stay longer at an auction and spend more money if they’re comfortable. If you go to an auction and encounter insufficient restroom facilities, where do you think that problem originated? It almost invariably goes back to a seller who refused to pay the cost of providing the toilets that were needed. Unknown to bidders, auctioneers sometimes have to “eat” such costs just to ensure their crowds are adequately accommodated. If a seller is unwilling to pay reasonable costs, that might be a strong indicator of an auction you would do better to avoid.

Tenth, people like the excitement of the bidding competition and they revel in the thrill of “winning” the bid. This is one of the hallmarks auctions not found in any other form of selling. Auctioneers should exploit this advantage by working to make their auctions fun, exciting, and worthwhile events. If auctioneers do this, bidders will keep coming back, and so will sellers.

Next time we’ll consider some of the things bidders don’t like at auctions.

Steve Proffitt is general counsel of J. P. King Auction Company, Inc. (www.jpking.com) in Gadsden, AL. He is also an auctioneer and instructor at both Reppert School of Auctioneering in Auburn, IN and Mendenhall School of Auctioneering in High Point, NC. This information does not represent legal advice or the formation of an attorney-client relationship and readers should seek the advice of their own attorneys on all legal issues. Mr. Proffitt may be contacted by email at sproffitt@jpking.com.

John Stephen Proffitt III

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