Let’s talk about what your prospects look for when hiring an auction company.
Hone your marketing strategy and attract more customers to your online auction business by discovering what they care about.
Effective marketing hinges on whether or not you can meet your customers’ needs. This is true for small businesses and global corporations alike. For example, market research companies make billions of dollars a year selling information on what consumers want and need.
Every auctioneer is going to have a slightly different customer base. So you’ll develop your messaging around a different set of wants and needs than your competitors. But there are a few common factors people look for when hiring an auctioneer. So we’re also sharing our tips on leveraging these factors to improve your marketing and bring in more customers.
Experience
Experience is king in many fields, and the auction industry is no exception. People prefer to hire an auction company that’s has been around the block a few times and is familiar with the industry. In addition, they’ll be looking to see how long you’ve been doing this type of work.
Listing your years of experience on your website will boost your credibility. If people trust that you know what you’re doing, they’re more likely to hire you.
Expertise and specialization
An auction business owner’s area of expertise is essential and makes a difference in whether or not they get hired. Someone planning a car auction is unlikely to hire an auctioneer whose background is exclusively in the arts. They’re going to look for someone who knows a thing or two about motor vehicles.
Your specialty areas should be easy to find on your website and in your bio. Any extra credibility should be listed too, such as:
- An art history degree.
- A background in farm equipment sales.
- A stint working at a car dealership.
- A class on restoring antiques.
No need to write a full-length autobiography, but be open about your experiences. Your background will lend you a lot of credibility as an auctioneer.
National Auctioneers Association (NAA) membership
Most people will look for an auctioneer with credentials from the National Auctioneers Association (NAA). In fact, for people who have never hired auctioneers before, this might be the only thing they know to look for.
Add the logo to all your materials, and be sure to stay current with your licenses and continuing education. Check and see if your state recommends additional memberships and certifications. Those details make a big difference.
Extra skills
An auctioneer with some special skills is going to stand out against the competition. If you offer additional skills to supplement your auction industry services, include that in your materials. A few examples include:
- Excellent product photography.
- Marketing support and consulting.
- Event planning.
If you can offer an additional service, you can add meaningful value to your customers’ experience. This extra benefit can help you grow your auction business.
Strong references
There’s no more vital marketing asset than a happy customer. Someone looking to hire an auctioneer might want to speak to your clients to learn more about you. So always be ready with a list of references who will sing your praises. They might be your key to landing a new customer.
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If you know what your customers are looking for, you can leverage that information to grow your online auction business. Make it easy for your customers to confirm your credibility and even easier to hire you.
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