If you're on an auction listing appointment or just out doing some NDAP (Neighborhood Direct Approach Prospecting) and you cannot differentiate yourself from your competition, what will become an issue? Commission, of course. If your auction prospect believes we all so the same thing, and the results are the same, in the end, regardless of who they hire, their only concern is how much commission will they pay. If on the other hand, they can see the value of what you have to offer, commission may not even come up. You just explain your services and start writing up the contract. Always assume the sale!

To further prove my point, try this comparison. If you were buying a new car and the exact model was for sale at two different dealers, same make same model, color, warranty, etc. how would you decide which one to buy?

You would buy the one that you could get for the best price. Now, if one model offered "special features" that the other did not have and those features were important to you, would you consider spending more for the upgraded model? Most of you would. But why? Simple, because most people can see the added value in spending just a few dollars more. Most generally, it does not cost anymore to go first class. Think back to the last time you purchased a car or truck. DId you spend a little more than you had planned? Facts are that 90 percent of you said yes. Now, get this. Studies have proved that only 10% of the people make buying decisions based strictly on price. 90% of us base our buying decisions on value. What am I getting for my money! If you read this article remember, value is the perception of value that your prospect sees.

Value is in the eyes of the beholder.

The best way to create value is to do the opposite of everyone else. To set you apart, it's simple. Stop telling your auction prospects what you are going to do for them and start telling them what you've already done for others. Focus on your track record. If you are a new auctioneer without any track record, hook up with a good established auction company. Any one of the instructors here at Continental Auction School will help you. Now, when you are working for another auction company, you are going to have to give up part of your commission when you come up with a prospect, but so what? Sometimes half a loaf is a lot. The auctioneer that makes the money is the auctioneer that can sell and write auction contracts.

In other words, you need to be a salesman first and an auctioneer second. Bid Callers are like airplane pilots; they love to fly so much that they will do it free!

If you needed brain surgery, and required a brain surgeon, you would not be as interested in what the doctor was going to do, but more concerned how many successful operations the doctor has already performed.

There are six things you need to communicate to your prospects during your auction listing presentation to increase their perception of value.

1. Carry a current list of people you have conducted auctions for. You will be amazed at how many of your auctions your prospect attended and did not know you were the auctioneer or Auction Company.

2. Talk about what an auction can do for them, such as; a quick sale, attract attention, freeze the market and most importantly, create an urgency to buy, and all without limiting prices.

3. When record setting prices are paid, you will see that those values were established at auction. Talk about record setting prices obtained at your auctions when selling other similar goods, livestock, machinery and real estate. Compare with what the implement dealers are asking and what real estate sold for that had been listed for years. Point out that buyers determine value, not sellers. Emphasize your salesmanship ability when conducting the auction, both before and during the auction.

4. Always a good idea is to put together a simple auction budget and marketing program so your prospects know exactly what you are going to do to advertise, market and promote their auction. Pound the table on your skills and ability and illustrate the effectiveness of your general and target marketing programs on a local, regional or national basis.

5. If you are going to be a professional then you should look like a professional and your fees should also be professional.

6. Always ask for the auction; remember if you don't ask you don't get.

Success to you!