Every time we conduct an Auction School Class I
go out of my way to give people that attend our school a
solution to their sales call fears:
Otherwise the best auctioneer skills taught them will be
meaningless because they are afraid to make sales calls and
sell. Unless you can sell, you will not get any auctions. I
don't care how good you can chant, that alone does not make you
an auctioneer. There is a big difference between a bid caller
and an auctioneer. You must be a salesperson first and an
auctioneer second.
I also know some veteran auctioneers who are terrified to
door knock or cold call. They preach a good story, but when I
ask them if they have ever gone out knocking on doors, they give
me a dirty look.
I use banging on doors as an example when I talk about fear,
because it is one of the most difficult things to do for new
auctioneers just starting in the auction business.
When I first started, since I had no customer base, I had to
create one and somehow get started. What did I do? I went out
and banged on doors.
Because I know how to sell, things started happening. I
trained other auctioneers on my tactics and they too found out
it was not only productive, but banging on doors was fun,
especially when it was done fast.
My Rules:
1. Be genuine and get to the point; Auctioneers who act like
they have all day to visit are not respected by anyone. You are
on an investigation, so carry it out professionally.
2. Use the language of the people, just as if you grew up in
the area:
"Hi Bill (name on mail box, if you don't know, find out)
maybe you can help me. I understand someone in the neighborhood,
township, etc. is thinking about an auction? Do you happen to
know who that might be?"
Reply: "Can't think of anyone at the moment." You say,
"please keep your ears open, and if you hear of someone, please
call me. Here is my card and company brochure, and thanks!"
Auctioneers who have never made any cold calls or knocked on
doors are amazed to find out how responsive people are. They
discover that it does work and is one of the best ways to
prospect for business: Because they were willing to try it and
confront their fears, they soon discovered there is nothing to
be afraid of after all.
Success to you and have a bunch of great auctions.....
