Page 9 - 2017 2nd Qtr Newsletter_TAA_FINAL

TAA NEWS

stANDARD OF sERVICE By: Logan & Mark Thomas

Experiences, thoughts, concepts, observations and ideas; opportunity we offer is that you can pay whatever you would
all of which could be incorrect. 0From the world of Logan like to pay! While we see that being a simple and fair trade;
and Mark Thomas we have all spent countless hours dealing with honestly
mistaken and confused bidders or just disgruntled
Our customers and clients perceive that a standard of service participants.
exists whether or not we recognize or adopt one. The
standard they perceive is acquired much like any standard I have come to believe based on a whole lot of experience
you and I perceive; based on our experience with similar that the most effective ways to combat and anticipate
situations. I recently attended the college football national the challenge is through education and preparation
championship game in Tampa. It was at Raymond James of yourself, your staff and your attendees.
Stadium where the Buccaneers play. I erroneously believed
a standard of service would be in place that would Yourself: know it’s going to happen; adjust your attitude
reasonably (based on my experience) expedite the entry and/or medication in anticipation of certain challenges
and seating into the stadium. NOT true...it appeared they with your staff and attendees. Change your outlook and
had never had a crowd come there before. So my frustration know you can increase your buyer pool by calmly explaining
level was very high, based on; what I perceived to be a failure “the auction way” rather than proudly clubbing them with
of a “standard of anticipated service”. it.

I see our customers (buyers) and our clients (sellers) become Your staff: hire friendly, helpful people, not necessarily
befuddled at a minimum; even angry at some an auction crew from a fellow auctioneer, that may have
point because we don’t meet the “anticipated some unfavorable habits, how many times have we heard
minimum standard of service”; they perceive. “you just never know what might happen “? Well, after
35 years I do know a lot of what is going to happen and I
We somewhat accurately are comfortable defending the should prepare my team. The bidder/buyers are not the
idea “they don’t understand the auction business”. While enemy. We actually can’t do it without them. Be an auction
that is indeed true; it does not stop them from being frus- ambassador at every auction; not an auction czar.
trated or even confrontational with us; the auction com-
pany about what they perceive to be our failure in their The attendees: meet them with a smile and helpful
standard. Resulting in a bad auction experience for them attitude. Staff you events with enough clerks to properly
and possibly even us and the fact they nor there circle of register them rather than just giving out bidder paddles.
influence will ever attend another auction event. During this process have them sign a two part terms
and conditions sheet; giving them a copy and you
As auction companies and auctioneers we get unsolicited keep the original. Don’t have a multi page legal ease
observations and advice at almost every auction about document. Have a simple one page with 6-10 bullet points
how we should conduct today’s auction. I can’t possibly that cover the rules of engagement at today’s auction.
count how many times I have proudly, let’s say, over
reacted to such advice. However; I have finally recognized, After all that have a designated problem solver. Get a
that for the most part, they are not criticizing me and my problem away from your clerks, don’t hold up everyone
efforts; they are telling me what they anticipate to meet the else, use someone with patience, empathy and an
standard of perceived service. Wether it be convenience understanding of today’s rules. Have them be fair
of registration, auction order, check out procedures, and firm. Empowering them to resolve the situation
security before and after purchase, method of payments or bring it to you if the call is just not clear.
or the most frustrating, irritating, non-negotionable for
us...”the retail type guarantee of eternal happiness”. Please enjoy the process. It’s really not hard, it’s
very profitable and rewarding. It’s not religion,
We as auctioneers really love what we do and enjoy doing it but some of it is better felt than told!
the way we are comfortable doing it. But, we must recognize
that all of the first time attendees and a large part of the Hammer Down!
previous attendees don’t know or appreciate what we believe
to be THE very simple Standard Operating Auction Logan Thomas
Procedure. They come from a world of I’m the customer LoganThomas1@gmail.com
and the customer is always right. I am introducing them to a
world of “the auction way” which is so simple, yet surprising Mark Thomas
to them when we say....no, no, no...we are not selling Hallog.inc@gmail.com
happiness, we are selling assets/product in its current
condition; whatever that might be. And the incredible
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