In nearly 200 episodes, the podcast has grown into an educational
resource. Here are ten lessons, presented from bottom to top, Imholte
learned through his podcast.
10. You have no idea what will be popular.
When Imholte started the podcast a few years ago, he thought marketing
and online auctions would be his niche. Not so. Episodes featuring bid
calling are the most desired. With the help of Peter Gehres, CAI, CAS,
CES, Imholte developed content that focuses on bid calling and contest
recaps. Be ready to change strategies for success.
9. You are wrong.
In episode 87, Imholte discussed the top 5 reasons Auctioneers get sued
with Mike Brandly, CAI, AARE. Not following the contract is the number
one reason. Sometimes auctioneers think it’s okay to bend the rules
because they have the best intentions. “We take a bid after the
sold-high bid because we think oh, we missed that person. This is where
you get sued!” Imholte says. Be careful and use common sense because
liability is on the line and people are always watching.
8. Invest in your tool box.
An auction professional’s tool box contains many instruments. Most
notable is the Auctioneer’s voice, yet image is another valuable tool.
Imholte says posting a fun episode about the Pokémon Go trend to a
Facebook group taught him a difficult lesson. The post garnered a lot of
negativity, which made him realize he must take steps to ensure his
image online is associated with positivity.
7. You are the average of the company you keep.
Who you are and who you will become depends on the people closest to
you. Surround yourself with people that will push you to do better.
Consider getting an accountability partner. A 30-minute phone call once a
week with a person who will remind you of goals can help you reach
6. Look outside your bubble.
Reach out to peers even when it is outside your comfort zone. Embracing diversity can lead to new opportunities.
5. Define your audience.
Facing burnout around the 50-episode mark, Imholte leaned into his
podcast struggles by identifying who he wanted the show to reach. The
podcast became much more successful and enjoyable to produce after
defining the audience and refocusing the content directly to them.
4. Auction Marketing Management
Imholte believes everyone should consider taking AMM. From bid callers
to company leaders to marketing executives to auction professionals, AMM
covers marketing and marketing technologies in a way that makes it
relevant and applicable for everyone.
3. Practice marketing best practices.
It’s no surprise this topic lands high on the list. An Auctioneer’s
branding is extremely important and goes well beyond the logo. Imholte
collaborated with John Schultz, AMM, to produce a crash course in
marketing in a series of episodes that explore best practices. The
following episodes offer marketing instruction: 51, 69, 80, 103, 136,
137, 160, and 171.
2. Your time is valuable.
Figure out what you can move off your plate so you can go out and work
on your business instead of in your business. What goes hand in hand
with this lesson, Imholte stresses, is hiring professionals. Although it
seems like an unneeded expense, you get what you pay for. Utilizing the
services of a professional will make your business look good.
1. Don’t get set in your ways.
Challenge your established beliefs. Move forward by trying current
ideas. Consider being a lifelong learner. “I continue to do the podcast
because I want you to learn and come away with some great information,”
he says. “But, listening isn’t enough. You’ve got to implement some of
This article was an excerpt from a presentation given at the 2017 NAA
International Auctioneers Conference and Show. Want even more? Full
audio from Andy’s presentation is available in the NAA Knowledge Center
You can find the #NAAPro in your area here.