Not All Auctioneers Are Created Equal…

Choose Yours Wisely.

This past fall I attended an area estate auction. This auction was held by a firm that does a good number of auctions, but I had never had the opportunity to attend one of their auctions. Upon arriving, I registered for my buyer number and began to view the items for sale. This auction included some nice antiques, tools, toys, collectibles and small equipment.

At the time I was in the process of refurbishing an older Chevrolet C3500. This auction had a clean set of air ride truck seats. I knew the odds were slim that they would actually fit but decided to wait and bid on these truck seats. While suffering through the lack of organization at a non-cataloged auction and watching staff and bidders publicly collude with one another to keep prices low my time to bid was nearing.

truck seats in auctionThe auctioneer stated “Choice and Privilege” as he came to my dream seats. I heard it but I didn’t believe he meant to say it. These are easily $500 seats if you were to buy them new. The auctioneer asks for $25 and I flagged in. Of the 7-10 bidders left, I was the only interested party and the auctioneer said the magic word “SOLD”! I was a bit dumbfounded when he asked “Do you want them both?” Seriously? Who wants just one? I reluctantly conceded that he said “Choice & Privilege” and accepted my new found bounty, the pinnacle of pick-up seats for a grand total of $50.00

As I suspected, the dream seats did not fit. No problem, I’m an Auctioneer and will simply sell them at on of our auctions. This presented an opportunity to test our marketing against a firm that is more “old school” than Alliance. I placed the seats in one of our online only auctions. I sold them as a pair, the buyer got them both for one money, as it should be.

Effective Marketing is in our Secret Sauce…

The pair of burgundy air ride goddesses brought a total $555.50!! Ten times what I paid for them! (You can see the results by clicking here) The key is marketing to the right buyer, targeting the buyers who are going to buy the type of property offered in a specific auction.

Alliance creates a unique and specific marketing plan for each auction we conduct. We take a rifle approach, zeroing in on the most likely buyers for the specific property. Shotgun approach of newspaper ads and flyers do not work like they did just 10 to 15 years ago.

When you need to sell, call the proven marketers at Alliance and you too can benefit from getting 10 times what the other firm will get you.