BATTLING FOR BIDS
In a crowded market, auctions have to offer more than just the right lots
What makes a good auction? Clearly the cars offered play an important role, but what about the sale’s location, or the facilities that location offers?
While it’s not a case of the location or facilities making or breaking a sale, those other aspects can play a big part in the ambience and the goodwill –or otherwise – of those attending. If there’s trouble finding a car park space, or the food isn’t up to scratch, punters are hardly likely to be on the auctioneer’s side. ‘All good auctioneers will try to make the viewing, bidding and paying process as pleasurable and easy as possible,’ says Charterhouse’s Richard Bromell.
‘Although access to good road and rail links are important they are not imperative. Anyone who has attended a genuine singleowner dispersal sale deep into the countryside via a series of minor roads with grass growing down the middle will know such a road trip is often well worth the effort.’
H&H’s auction manager Damian Jones says any good sale, while being about the cars, also deserves a good venue: ‘ We look for character and location when it comes to picking a venue. We want the auction experience to be enjoyable for buyer and seller alike and surroundings can play a big part in that. If a car or motorcycle has been your pride and joy then you want to give it a good send off.
‘Similarly, if you have saved hard for a purchase then it is nice to make it in a memorable environment. Car parking, catering, ease of access ( by road or public transport) and WiFi connectivity all play a part too as does the helpfulness/ approachability of the auction staff. Never underestimate the importance of atmosphere.”
‘ What is often missed by some auction houses is a sense of occasion; this is generated when customers are present and nothing else,’ says Historics’ Edward Bridger- Stille. ‘Encourage people to attend, feed and water them, and bingo, atmosphere is there: people are now bidding against each other, the auctioneer can weave his magic and cars will sell.”
Richard Bromell says that internet access is vital if the sale is to have the best coverage. “Most professional auctioneers offer live internet bidding at their sales and my worst nightmare is a loss of internet connection during an auction. Live internet bidding gives buyers flexibility without attending an auction.’
The final word goes to ACA’s Rob George who says the best way to make an auction better is for auctioneers to ‘offer better cars and tell fewer lies – repeat 30 times.’