Continue reading »]]> I had the opportunity to attend the 2009 National Auctioneers Association Conference and Show in mid-July. The conference is one of my primary networking vehicles of the year within the auction industry. In addition to the networking opportunities, there are numerous seminars over the course of the 5 day conference. Traditionally, I spin through my notes, and highlight key talking points that I can apply to our business.

In a twist, this year, I thought it’d be interesting to post those talking posts here. When possible, I’ve tried to match the point to the speaker, and these are not necessarily direct quotes by more of a paraphrase of their thoughts as transcribed into my notes. Many are applicable to business and general, and many are targeted to the auction industry. Feel free to review them, and make comments about points you like or maybe don’t like, and why. My apologies, ahead of time, if I’ve mixed and matched speakers, or mis-characterized their thoughts.

Aaron McKee
Keys to growth: Capital and Resources; Do good work; Don’t allow technology to make it non-personal; Company serving two industries is never a growth company.

Are we trying hard like our business is on fire?

When we stop prospecting, in 60 to 90 days there will be a significant drop in revenues. If we do not run non-stop, we’ll stop the revenue stream.

If a properly marketed asset takes a maximum pool of buyers, why do we self-select buyers out of the market by providing price ranges?

That last point really got me thinking about how we conduct business. We often inform inquisitive buyers, if they ask, of the expected price range of an asset. But when you consider Aaron’s point, it really is counter-productive to give any type of range. By not providing a range, we are ensuring that our marketing has reached all interested parties, and that they’ll participate. Why market to a specific group, and then “self-select” buyers out of the group and not allow the auction method to work (which coincidentally is dependent on parties at all price levels participating)?

Judd Grafe
We are professional exit strategists.

Companies are setup to be in business not to go out of business.

Judd primarily works in the business liquidation/industrial asset category of auctions. Yet, his comments about being professional exit strategists hit home for me. We primarily sell specialty collections (coins, firearms, stoneware, sporting goods, et cetera) and real estate. Within this realm many of our sellers are first time and only time auction sellers. They’ve spent years amassing their collections, and need us to provide an exit strategy from the collection. So often, we jump to offer them one option: auction. By repositioning as professional exit strategists, or perhaps “asset disposition specialists” we better serve our clients.

Will McLemore
Provide consistency across auction asset classes. Bring uniformity to the asset class by always selling it the same way.

Check website traffic for peak moments to our site. That is the recommended close time for an online only auction. Use the stats and the traffic to our advantage.

Will had much more to say, and I caught up with him during one of the banquets and exchanged thoughts on the industry (and put faces to the Twitter accounts). He is one sharp individual, and his ideas and comments are spot on. Because of his comments, we’re already exploring ways to provide more consistency within asset classes, and I’ve already explored the busiest times on our website (Monday nights at 9pm), and those of other companies to whom I provide tech consultations.

Ross Dove
We will have one mass integration of items for sale with results. Consumers will become dependent on auctioneers for advice, comparable sales, et cetera.

Use of a search engine levels the playing field. Search engines are bigger than the biggest companies.

Auction industry is becoming less transaction and more relational and interconnected.

If an asset has “one right buyer”, an auction is not the best method of sale. In an auction, the price is set by the backup bidder.

Creation of three to five global asset exchanges exclusive to auctioneers, and run by auctioneers.

Mr. Dove had a lot of forward looking, insightful comments – some of which I agree with, and some which I don’t. Yet, overall I left his seminar rejuvenated, and excited about the future. As I say that, I also realize his look into the future paints a picture that is drastically different from the current industry. His picture is of an interconnected commerce platform of all auctioneers providing services to all consumers similar to the MLS approach used in the real estate industry. There are others that champion this future, and those that embrace this “exchange” view of the industry are growing.

I currently straddle the fence a bit on the idea (not a good position to be in) only because there are many assets that we sell that it wouldn’t “pay” to list individually on an exchange (i.e. smaller household goods, certain hand tools, et cetera). The exchange will work for globally traded assets. But assets that can be consumed and traded in a local market, would not be served by the exchange. Yet, I see the immense power in leveraging the consumer to a primary exchange where all assets would be located. As an industry, each auctioneer would loose some of his/her uniqueness, but their clients would be better served.

The above is just a smaller teaser of my notes, and the amount of information and ideas that I packed into my head. I trust you’ll find some of it insightful and helpful. Above and beyond the seminars, the conference was a great opportunity to connect with friends and colleagues and make new connections with colleagues, and now friends. A case can be made that the educational offerings are not always at the level that an individual person desires. However, one cannot argue with unbelievable opportunities to network and get direct insight from industry leaders. We often joke that more is learned in the hallways than in the classrooms. Yet, the more and more I plugin to those individuals floating in the hallways, the more I get out of conference. I’m already looking forward to Greensboro, NC in 2010.

Continue reading »]]> Last night, Mike and I were sitting in the office discussing traffic to our website for our two upcoming auctions.  They both are doing well.  However, in the conversation, I noted to him that for the past 30 days, search engines have sent 51.75% of our traffic, 16.71% has come from referring sites, and the remaining 23.40% has come from direct visitors to our site.

That peaked my interest, and this morning I decided I’d take a look at the numbers for 2008 year-to-date.  The results surprised me a bit:  33.61% direct traffic, 25.64% referring sites, and 40.75% search engines (google makes up 35.08% of the total or 86% of all search engine traffic).  The results got me to thinking.

In a typical advertising campaign, we expend 90% of our ad dollars to generate the 33.61% direct traffic, and 10% to generate the referring sites traffic, and 0% to generate the search engine traffic.  Yet the results seem to show a completely different result than what one might expect.  Note, realize I’m generalizing this over the year to date numbers.  In a typical year we are running about 20 active marketing campaigns (about two weeks in length each, with some overlap), and the other weeks we are running passive marketing campaigns.

I’m wondering if we kicked the advertising spend around a bit, say 80%, 10%, and 10%, if we’d see increased traffic to our website?  I’m guessing we’d see increased traffic.  I’m wondering if that traffic would convert to a respectable ROI.

Increasingly, as general newsprint becomes less influential, and web becomes more influential, and specifically web searches, it is going to be important for small companies to make the transition.  Now, it shouldn’t be an overnight, immediate shift.  However, a slow steady trend to 10% advertising directed at the search engine traffic that generates 40.75% of our traffic would be beneficial to our company and companies of similar size.