Effective Auction Selling (EAS)

Effectively “selling” your auction involves more than just being a good salesperson. This two-day class will help you develop an effective sales strategy and learn how to execute that strategy for increased success. You will learn key skills in identifying target markets, setting sales goals, prospecting, overcoming objections, closing the deal, selling the process, re-selling the client and more. Understanding the psychology of selling with an emphasis on auction selling skills will increase your ability to sell successfully in various situations.

Upon completing this class, you will be able to:
  1. Develop a sales strategy for a more effective business
  2. Describe the character traits of a professional salesperson
  3. Identify the role advertising plays in successful selling
  4. Identify the sales approaches most beneficial to auction professionals
  5. Explore effective presentation methods to get the deal
  6. Apply various methods for overcoming objections and closing the sale
  7. Execute a sales demonstration utilizing the “advantage wedge” methodology
  8. Implement techniques for selling the event and your continuing services

Check back to see when the next Effective Auction Selling session will be offered

EAS Instructors

Spanky Assiter, CAI, AARE

Spanky's love and passion for the business has resulted in his becoming one of the most dynamic and sought after auctioneers in the world. He has conducted auctions across the United States, England, Canada, South America, Puerto Rico and South Africa. 

In the summer of 2007, Spanky’s global impact on the auction industry was recognized when he became one of the youngest inductees into the National Auctioneers Association Hall of Fame and the Texas Auctioneers Association Hall of Fame. 

In 1991, he was awarded International Champion Auctioneer at the National Auctioneers Association Convention. He was named Texas State Champion Auctioneer the same year. Recognized again in 1994, when he was elected to the National Auctioneers Association's Board of Directors, Spanky has served on many committees within the organization, and has served as past president and in every office except secretary/treasurer for the Texas Auctioneers Association.

Since 1992, he has held court at the Barrett Jackson Collector Car Auction, billed as the greatest collector car auction in the world, with extensive televised coverage on Speed TV. He has also conducted auctions for the sale of factory automobile inventories including Honda, Jaguar, Toyota, Nissan, Mazda, Chrysler, Ford and GM, and in 2005 he was titled World Champion Auto Auctioneer.

Currently one of the key auctioneers for the Keeneland Thoroughbred Racing Association, the largest thoroughbred horse auction in the world, Spanky has helped Keeneland sell billions of dollars of horses since he began in 2000. He has also conducted auctions at Red Baron's Architectural Antiques in Atlanta, Georgia, which sells millions of dollars worth of antiques quarterly. He has worked with Superior-Livestock Auction Company, selling commercial cattle, as well as purebred cattle and Arabian horses.

His inspirational story, celebrity status and motivational style of speaking have made him a much-desired speaker and lecturer. Spanky has conducted seminars on the auction method of marketing at conventions around the globe, and is a highly sought after instructor at the World Wide College of Auctioneering. He has been a guest instructor at the World Champion College of Auctioneering, Texas Auction Academy, and the Mendenhall School of Auctioneering.

Spanky earned his Master of Business Administration and Bachelor of Science in Speech-Mass Communications from West Texas A & M University. He received his Certified Auctioneer (CAI) designation from Indiana University, as well as a degree from World Wide College of Auctioneering, and has the Accredited Auctioneer Real Estate (AARE) designation.

John Nicholls, CAI, AARE, AMM

John is president of Nicholls Auction Marketing Group, Inc., and oversees all day-to-day operations of the company. As a second-generation auctioneer, John is licensed in 11 states and the District of Columbia, and holds Bachelor's and Master's degrees. In 1990, John graduated from the World Wide College of Auctioneering in Mason City, IA, and is currently one of their featured instructors. John conducts over 350 auctions per year for Fortune 500 companies and is a licensed Realtor. Under John's leadership, Nicholls Auction was named Business of the Year by the Fredericksburg Regional Chamber of Commerce.

John has been a featured speaker at many state auctioneer associations throughout the country. He has had the honor to represent the auction profession on the TODAY Show, the National Association of Realtors Convention, St. Jude’s Children's Research Hospital, multiple news publications, and on a real estate auction consulting trip to South Africa.

John is active at Spotswood Baptist Church in Fredericksburg, VA, where he resides with his wife, Lisa, and daughter, Sophie. Some of John's accomplishments include: Virginia State Champion Auctioneer, Virginia Auctioneer of the Year, World Automobile Auctioneer Champion and International Auctioneer Champion.

Scott Shuman, CAI

Scott is a real estate partner and auctioneer for Hall and Hall Auctions. He has more than 30 years of auction experience. He attended Missouri Auction School in 1986 and opened an auction firm shortly thereafter. Scott was awarded the 1997, 2002, and 2014 Auction of the Year awards from the NAA, as well as the prestigious Rose Award presented at the Certified Auctioneers Institute.

Scott has served as an instructor for CAI and Trustee for the NAA Education Institute. He is currently serving as President of the NAA. He holds auction and real estate licenses in 24 states.