| Have you ever seen yourself on TV or videotape? | | | | know the auction business. There are a lot of |
| Have you listened to your voice on a tape recorder. | | | | auctioneers that can't say one now two, but they are |
| Have you examined photographs of yourself? Do you | | | | getting the business. How well do you understand the |
| project the type of image you would like others to | | | | auction industry, your competition and the people that |
| see? | | | | want and need the services of an auctioneer? You |
| These self images are very important because they | | | | must make every effort to learn as much as you can |
| give you an idea of how you may be coming across | | | | about auction marketing. A lot of auctioneers brag |
| to other people, either positively or negatively. | | | | about having never attended auction school, Take |
| Projecting an appropriate image as an auctioneer to | | | | advantage of any training programs about auction |
| other people significantly hastens the development and | | | | marketing that are offered from time to time, as well |
| trust with those people. With an appropriate image, | | | | as doing your own independent study. By knowing |
| other people will feel much more comfortable and | | | | what you are talking about, you will command more |
| much more at ease around you, thus making it easier | | | | respect from your customers and competition by |
| for you to communicate with them. On the other hand, | | | | projecting an image of intelligence and credibility. |
| if your image as an auctioneer is inappropriate, it will | | | | Become an authority on auction marketing. Everyone |
| create a roadblock which may severely hamper your | | | | loves to listen to authorities, |
| auction business. | | | | Enthusiasm. If you want others to show enthusiasm, |
| Auctioneers who attend to the guidelines of image | | | | you must project that quality yourself. It just doesn't |
| tend to be more successful than those who do not. | | | | happen. Enthusiasm is catching whether positive or |
| Those auctioneers who look and act like professionals | | | | negative. When you outwardly show enthusiasm, it |
| have a decided edge over those who do not convey | | | | rubs off on others, and vice versa. The choice is yours. |
| a professional image. The critical importance of the | | | | The final aspect of an auctioneer's professional image |
| image you project to others is underscored by the | | | | is sincerity. This simply means that you cannot, and |
| well- accepted fact that the famous debate between | | | | should not fake it. If you come across as insincere to |
| John F. Kennedy and Richard M. Nixon was won by | | | | others, it will have a more damaging effect on your |
| Kennedy because of his physical image, not by the | | | | relationship with them than if you violated all of the |
| verbal content of his speech. That debate turned out | | | | other components of image in the first place. So, |
| to be the major turning point in that presidential election. | | | | above all else, be sincere in your interactions with other |
| Let's take a look at the critical components of your | | | | people, do not appear to be out strictly for yourself. |
| professional image. | | | | From the beginning to the end of every auction, from |
| 'First impressions are lasting impressions." Have you | | | | the signing of your auction contract, to the conclusion |
| ever contemplated the ramifications of your first | | | | of the auction, with every person you do an auction |
| impressions on other people--the way you dress, your | | | | for, you are on stage. Every word, gesture, expression, |
| voice, grooming, handshake, eye contact and body | | | | impression, yes, even the cleanliness and the condition |
| posture? The way you choose to manipulate each of | | | | of your truck or automobile will be seen and evaluated |
| these various factors has a profound effect on how | | | | by others. That image you project will facilitate or |
| other people will perceive you initially. It is unusual not to | | | | impede your success with others and as an |
| make particular judgments about a person with a | | | | auctioneer. Therefore, go to great pains to make sure |
| heavy accent, weak handshake, sloppy grooming, poor | | | | that the image you project, before, during and after |
| hygiene, bad vocabulary, poor posture, or ill fitting | | | | every auction is an image that fosters open, honest |
| clothing. Ask your friends if you are guilty of any of | | | | and trusting communication. You can't afford not to |
| these. If so, do something to correct them. | | | | project a professional auctioneer image. It will not only |
| Depth of knowledge. This area refers to how well you | | | | help you but our entire state association as well. |