The same desire is true for a large portion of auction sellers—at least those with assets big enough to warrant a proposal or earn a company brochure. They want to know the auction marketer pitching to them will understand their situation, study their asset, and create a custom plan to make the best outcome possible. They want to hear, “There is no routine auction.”
The Marketing Power of Empathy
A Shift in Auction Proposal Strategy
Empathy is huge for trust. That means letting people know that we realize that this is their treasured collection, lifetime achievement, or financial security that’s at stake. Each situation will determine what is professionally appropriate to say; and this doesn’t have to be a verbose section of a proposal, but intentionally moving into this perspective for even one sentence can be enough to separate ourselves from the competition.
Advertising to Buyers
If your audience would investigate a collection because of who owned it, by all means use the seller’s popularity to their advantage. But if the seller isn’t the selling point, stick to the facts important to the buyers in your advertising headlines.