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I don’t
suppose there ever lived an auctioneer who didn’t worry about
his competition. But here’s the funny thing: those #%e&*&~%$#@
competitors are just as worried about you, as you are of them,
or at least they will be if you read this article.
Actually we’ve all got a lot of competition. What it means is
that everything competes with everything. You’ve always known
you had competition from other auctioneers. But you know what?
You really have just one competitor — money. Like everybody else
— like it or not — you’re fighting for the almighty dollar, and
that’s the only competition you’ve got.
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Here is what to do. Figure out what your auction service offers
exclusively, the advantages of your service over your
competitors. Naturally, this requires a complete and thorough
knowledge of the auction business from advertising, marketing,
promotion, etc. Remember, the chant is the least important part
of the auction business. However, if you expect to compete
on planet Earth 2004 and beyond you had better attend some of
the seminars that are offered from time to time and also the
Minnesota State Auctioneers Association Convention in January of
each year.
You
have to sell your basic service first, then sell your particular
service. You have to make your auction service worth more in the
prospect’s mind than the money it costs.
What
happens after the prospect has settled down to making a decision
as to who he will hire? How do you convince him that it ought to
be you or the company you became associated with after
graduating from auction school? That’s simple. You tell
him that your company is better! Essentially there are two ways
to do that. One is right and one is wrong. The wrong way is to
knock your competitors, the right way is to tell him why you are
better. Your handling of this touchy problem may easily affect
the entire outcome of your presentation. Either you book (sign a
contract) or you don’t. Let’s analyze. First of all, your
auction company isn’t all that much better than your competitors
and your prospect knows it. So, if you say they’re no good,
pushy, put too much pressure on, dishonest, hucksters and hard
sellers, it goes downhill from there. Remember, a real
professional does not badmouth his competition, whether it be
the beginning auctioneer or the seasoned veteran. When you do
that your prospect begins to think that maybe your competition
does have something to offer; second, he is apt to mistrust
everything else you say. When you emphasize a point too
strongly, the prospect is going to wonder why, usually to your
disadvantage. DON’T EVER KNOCK YOUR COMPETITION. It isn’t
nice. It isn’t smart. Instead, let the prospect discover
for himself. It’s nicer and smarter. You do this by giving your
prospect the advantages he’ll enjoy with you or the company you
are associated with. To do that, you have to know what those
advantages are.
Occasionally you will find yourself in a position where your
competition may hold an edge. Maybe the other guy's service is
better, which can happen. Point for point, you have less to
offer. You know it and your prospect knows it. It’s a tough spot
to be in. You still have one exclusive feature no one else can
offer, and it’s the most important thing you’ll ever sell. That
exclusive item is you. Do you want to know why? Because there’s
nothing else in this world like you. And I say, that’s pretty
important. Remember, no one else has your particular
personality. Your service to the customer is something only you
can offer and you are the one who can deliver what you promise.
When the prospect wants you, there’s only one place he can get
it ... From you! |
