Ask the Experts: what is the most important lesson/lessons you’ve learned in your career as an auctioneer?
Stan Crooks, Auction America, Inc.
“Rule #1: You will learn lessons.
Rule #2: There are no mistakes—only lessons.
Rule #3: A lesson is repeated until it is learned.”
― John C. Maxwell
We asked 6 highly experienced auctioneers about the most important lessons they’ve learned throughout their careers in the auction industry, and boy oh boy, did they deliver.
“The ability to multitask is acquired. you have to learn how to count differently, forwards and backwards – it has to be as autonomic as your breathing and heart beat. You’ve got bidders on the floor and recognition of who’s bidding and where’d the last bid come from and all these things going on. You have to look beyond all of that and into the psychology of selling. Understanding what it’s gonna take to get to the next bid and at that exact instant apply that to that situation. That’s a professional. You have to have the voice for it too. It just comes with some God-given talent, abilities that are already there, and you take it and work with those. Do not get into this business if you’re not a people person. I think now you have a better opportunity because now you have a tool called the internet. All we were back then was local. Back in the day, the amount of people that would come out to one of our auctions would be about 175-200. Also, you get beaten down for your stand and for your public display of how you felt about certain things. You’re gonna be popular sometimes, sometimes you’re not. But you have to be true to what you believe.” Barry Cole, United Country A.B. Cole & Associates Auction & Realty
“Our philosophy is overachieving and bringing more to the table for our customers. Treat your customer right, because your clientele will respect you if you’re respected in the industry. Don’t trust the internet. When you’re on the auction block your reputation’s on the line. Don’t be afraid to call bidders by their first name. Establish a relationship with your people. Get good at multitasking and reading body language. If you combine live auctions with online auctions you cast a wider net for potential buyers. Tell the truth all the time. If you tell the truth all the time, you don’t have to remember what you said.” Scott Sykora, Sykora Auction Service, Inc.
“Always have a back-up auctioneer at your auctions as you never know what might happen.” Lamar Fisher, Fisher Auction Company
“I would say my most important lesson is that business is built on relationships. Find out what you want to sell in your auction business, and look long and hard at who can supply that merchandise. Next, develop relationships with those people. Meet their needs, and they will meet yours.” Stan Crooks, Auction America Inc.
“‘People may forget what you tell them, but they’ll never forget how you make them feel.’ Also, “People do business with people they like and trust.” It’s all about people and relationships. If you are honest, hard working and do what you say you’re going to do, you’ll always have work. Of course, you also must remain relevant. The mission never changes, but the methods may change.” John S. Nicholls, Nicholls Auction Marketing Group
“Always have a web-site. Don’t put an auction date on your sign. Make them go to your web site for information. Always use 1-800-The-Sign for value and service.” Darwin Plumlee, Plumlee Auction Service