There are a lot of correlations to live auction events and sales in the corporate world. Since I do fundraising auctioneering about 15-20 times a year (my auctioneer site) I see the parallels up close and personal.
A live auction event IS a selling event. If people wanted to just make a donation, they would simply mail a check in – but they want the “experience” – the entertainment that a fun, well organized auction can bring.
So what does this have to do with creating sales in your business?
Customer service for one – just like doing business with your company – every “customer” or patron of an auction event has a story. Some are wonderful and fun – “I don’t know how I ended up with that puppy — one too many cocktails, I guess” and many are downright negative customer experiences.
Last night in a debrief with colleagues I worked with on a recent annual event, I heard several stories about how badly they and their spouse felt about an event they went to. It all boiled down to the customer experience, and how important it is.
Good fundraising auctioneers help with this pre-event so that everything works like clockwork. We talked about the “celebrity” auctioneers who basically just show up, and it is pretty much up to the charity to figure out all of the things that can effect an event. If you do fundraising for your business or for a charity and want more on this, drop me an email, and I’ll send my my checklist for success.
Bottom line is that if you don’t treat customers (or attendees) well, it could resonate poorly against you for many years. Why not do it right the first time? If you are not sure what to do, ASK your existing customers – and ask new customers when they sign up with you. How should I reach you, by phone or email? How will I know if there is an issue – will you let me know?
Make a list of questions you’d want a vendor to ask you – and try those with your clients now.