As event professionals well know, one of the key aspects of producing a successful live auction occurs months out, as staffers, board members, and friends of the organization secure (read: often beg for) items so unique, so desirable, that attendees (with the added bonus of helping a good cause) will open up their wallets to get them. Let’s say you’ve scored walk-on roles on Grey’s Anatomy and The Office, a private performance by Hannah Montana, and the guitar on which Bruce Springsteen wrote “Born to Run.” Your work is done: This stuff sells itself, right?
Unfortunately, no. On the night of an event, the duty of moving live auction items, ideally for impressive sums, falls to the person taking—and, hopefully, nudging up—the bids. So what makes an effective auctioneer, and how much can your choice affect the success of an auction—and ultimately, the bottom line?“Some of the universal characteristics are that they should have personality, charisma, confidence, and a booming voice,” says Louis Webre, director of marketing and media for auction house Doyle New York. “And they have to be able to spontaneously launch into commentary. It’s a little like being a talk-show host. Once you read an item’s description, you enter into nonscripted territory.”
Other major factors that influence an auction’s success (as measured in both the fun for guests and the funds for the organization) are an auctioneer’s chemistry with the audience and ability to finesse money out of potential bidders, either by cajoling them gracefully or knowing how high to push bid amounts.
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Author: Mimi O'Connor