Traditionally,
auctioneers have not charged
for their services
at benefit and charity auctions. It started out years ago when
benefits were small fund raising events. There certainly wasn’t
anything wrong with this, but times have changed. The volume has
increased from hundreds to thousands, even hundreds of thousands of
dollars. In general, the auction profession’s views have not
changed. Hopefully I can show you another market for your auction
services and help you realize that charity auctions are a business.
There are many reasons
auctioneers give their services away. I know of no other
professionals who give so much for nothing. I have been doing
benefits for a fee, for several years and I will try to analyze some
of the reasons I hear against charging. Some feel that doing free
auctions will bring them other jobs. I have found it doesn’t pencil
out. It’s like spending a thousand dollars on advertising in hopes
of getting a five hundred dollar job.
Another reason is
publicity. Most often, newspapers do not print the benefit
auctioneer’s name or his company name. When the newspapers are
covering an auction that I am doing, I make it a point to let them
know I charge a fee. I not only get my name in print, but I am
frequently in a feature article. At an out of town auction I was
interviewed by the local paper. The next day the headlines read,
“Local Charity Auction Imports Professional Auctioneer”. If I had
lived in that town and donated my services they would not have even
mentioned my name.
Forget about defensive
publicity. That’s when the auction company does the job for nothing
because he or she is afraid the competition will do it and get their
name in the paper. If you continue to work for free you will fail in
this business...
When setting your fee,
determine what of your services should be charged for. It is no
longer a case of providing auctioneering services for the
evening, but offering a package of your services for a fee. Provide
your client with a list of your services you offer and explain how
your services will make their fund raiser a success.
Auctioneers head the
list. One, two or more? Remember a four hour benefit auction takes a
lot more energy than some other eight hour auctions. Ringmen are
next on the list. True professionals are worth $250 per day and will
more than pay for their expertise in obtaining higher bids and
prices for the benefit. Clerks. Only professional pleasant people
that know what they are doing.
Cashiers. Only
pleasant people that really care about the benefits success. Sound
System. Your secret weapon. It sells more jobs than any other
service. Clerking Trailer, Lunch Trailer, Auction Topper. You did
not get these items free and they represent a sizeable investment.
Just to rent a complete unit would be $500 per day, plus mileage.
See what a rental car or truck costs! Stage Manager, someone in your
organization in charge of display, modeling, etc. Dress is a
service. We provide our people with caps, jackets, etc.
These represent the
services we sell. When you are invited to be the auctioneer make
sure you have them sign a contract if you expect to be paid for your
services.
Your fees must give you a
return on your investment in equipment, time and energy above your
current and fixed expenses. Storage, interest, principal, insurance,
office, etc. None of these costs are given to you free....
Most professional
auctioneers charge for charity auctions just like they would charge
for any other auction.
Show me any other
professional who gives away their services. People pay for just
about everything else, why should the auctioneer or auction company
work for nothing?
When you do that $50,000
Charity Auction for the blood bank and a month later your spouse has
surgery and needs blood, do they let you go for less than $200 a
pint? Tell me you’re not brainwashed?
If it sounds like I am
trying to convince you to stop giving away your services, you’re
right….
