After a fairly quiet weekend, Jim Stewart, Auctioneer goes out Monday morning for his first auction appointment.
He is to meet with Mary and Richard Gaines about selling Mary’s late mother’s real and personal property at auction.
Upon arriving, Jim meets Mary at the door, who introduces him to her husband Richard. They sit down in the living room of what was Mary’s mother’s home (her father died almost 10 years earlier) and Jim asks, “How was you guy’s weekend?”
Jim, Mary and Richard talk about their respective weekends, their families, sports, the weather and the upcoming county fair next month. After about 40 minutes of talking, Mary says, “Well Jim, I do need to sell this house, and everything in it. Tell me you can help us.”
Jim smiles, and assures both Mary and Richard he can help them. “An auction of this property and the items here will draw a good crowd, get you good prices and get this behind you so you guys can worry about other things.”
“Sounds good to me,” Mary remarks with a relieved look in her face. “Maybe we can take that trip out west this fall, Richard?” Richard seems equally relieved, and nods affirmatively that he would enjoy that trip as well.
Mary and Richard escort Jim through the 3-bedroom home showing him the various rooms, and the furniture, household items and collectibles in each. Jim listens intently as Mary recollects her mother’s extensive sewing and her and father’s woodworking interests. “They sound like such an interesting couple” remarks Jim.
The garage houses a 2007 Buick Century with only 7,500 miles. “Can you sell that too?” asks Mary. “Sure” says Jim, “and all the rest of the garage items including the lawn mowers, tools, and other equipment.” “Great!” says Mary.
Mary, Richard and Jim return to the living room and sit down again. “So Jim, how does all this work?” asks Mary. Jim says, “Mary and Richard, I have a bunch of good news for you. Are you ready?” “We sure are …” says Mary and Richard, almost in unison.
Jim tells Mary and Richard of his company’s 25 years experience, and their over 5,000 auctions to-date. He tells them he’s personally involved in all aspects of every auction their company conducts, and his staff have over 50 years combined auction experience. “We can have you at a closing table in less than 60 days, and the house and garage completely empty for the new owner.”
Jim details his commission and fees associated with his auction services. Mary looks to Richard for his thoughts … “I think we get a pen and see if Jim has something for you to sign, don’t you Mary?” says Richard. Mary agrees and she contracts with Jim to conduct the auction.
What has happened here is Jim has taken Mary and Richard on a trip with him — but not that trip out west — but rather going from them: knowing him … to liking him … to trusting him … to arrive where Mary (and Richard) are comfortable signing a contract with him. The sales flow simply put is:
Know
Like
Trust
Not unlike any salesperson, good salespeople must sell themselves before they hope to be hired. In the case of auctioneers, auctioneers must sell themselves before they are afforded the opportunity to sell their client’s property at auction.
People hire other people all the time, but generally speaking will not hire other people unless they know them, like them, and trust them. Lacking any of these relationships (or consumer evaluations) more often than not the results are a lack of agreements and/or engagements.
The life of an auctioneer: Selling yourself, then their property …
Mike Brandly, Auctioneer, CAI, AARE has been an auctioneer and certified appraiser for over 30 years. His company’s auctions are located at: Mike Brandly, Auctioneer, Keller Williams Auctions and Goodwill Columbus Car Auction. His Facebook page is: www.facebook.com/mbauctioneer. He serves as Adjunct Faculty at Columbus State Community College and is Executive Director of The Ohio Auction School.
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