In the first of our 60-second ‘Info-bite’ series, we take a closer look at the role of an auctioneer.
The perception of this role is straight-forward.
Turn up, look sharp, shout out bids really loudly (hopefully counting them correctly) and leave with ego intact regardless of the result.
It is way…way more than that.
In this short clip we focus on the balance between transparency & ‘apparency‘.
Quite simply, there is no room for egos! The role of an auctioneer is the ability to openly negotiate in front of a crowd. The last thing that needs to get in the way is their own self-worth.
Like a conductor, the role of an auctioneer is to keep the tempo, manage the volume, build the emotion and bring the auction to a harmonious end.
Like a conductor though, auctioneers need to keep in mind that it is the ‘music’ that people came to see/hear i.e. buyers came to buy the house, not watch the auctioneer!
This is the fine line that marks the difference between an average auctioneer and the great ones.
The great auctioneers know how to leave an impression with buyers, vendors and potential vendors.
An auction is effectively a ‘billboard for the business’. It exposes the professionalism as well as the drive that the business has for getting good results for vendors.
The energy that the auctioneer brings dictates the energy of the entire auction. If the auctioneer is not enthusiastic & focussed on driving the result, then the audience will pick up on that and your brand will be hindered in front of those potential vendors that will be in the crowd.
So the auctioneer has to be both inconspicuous during the flow, but a walking advert for the brand that everyone needs to remember.
Simple…? Didn’t think so!
Watch how Andy balances these elements by clicking here.
Find out how the auctioneer can help themselves by watching this clip.
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