MAKE BIGGER COMMISSIONS
Ryan helps auction companies look like marketing experts by clarifying their message, communicating that message well, and measuring its effectiveness.

166: 4 Marketing Trends Driving eBay’s Auction Decline

What works for eBay may not work for most of our firms, but we can learn from the trends that their scale and ubiquity illustrate. If their sellers are adapting to cultural changes, we need to help our sellers do the same.

165: Get Better Results From Your Facebook Advertising

While there are groups or lists of people you can’t find on Facebook, there are a lot of specific audiences readily available to make your auction advertising more effective and efficient. Not all buyers are on Facebook; but there are more buyers there on any given day than in newsprint, magazines, or any TV channel. The specificity to which you can market on Facebook is unprecedented and unparalleled.

164: 5 Reasons to be Wary of Automated Marketing

Most of the folks that attend my seminars represent sole proprietorships or family-size businesses. Based on the feedback I get before and after my talks, I sense that many auctioneers feel unable to keep up with the growing media landscape. In particular, they tell me they don’t have the time, energy, or expertise to manage

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163: Why Auctioneers Should Be Careful with Auction Hash Tags (Part 2)

No matter how the transaction is conducted, the marketing that brings the buyer to an auction or to a listing or to a dealer is pretty much the same. Savvy marketers know to determine the likely buyer and then build a campaign of the multiple media, public relations efforts, and/or interpersonal interactions that are most likely to attract those potential buyers.

162: Why Auctioneers Should Be Careful with #AuctionsWork (Part 1)

You know who doesn’t use #AuctionsWork? Ritchie Brothers, Christie’s, Barrett Jackson, Sotheby’s, and eBay. They don’t need it. Neither do we.

161: 5 Ways Fiduciary Responsibility Guides Auction Advertising

Whether “fiduciary duty” can be found in our auction contract or not, it’s in our best interest to act as if it is. That will lead us to make decisions that may not be easy but will be the right thing to do. Surprisingly, some of those decisions will be in our marketing plan.

160: Creative Ways to Get Past the Gatekeepers to Your Prospects

One of the best ways to circumvent that consumer defense is the element of surprise, and one of the best vehicles for that is dimensional mail. First, it typically gets past the gate keepers, even in corporate settings. Second, it allows a unique advertising vehicle underused and probably unmatched by your competitors.