Keeping top of mind with your clients

Recently, my wife heard the garage door close, followed by a loud bang as she was leaving the driveway. She neglected to alert me of this situation, so when I tried to open the garage door, it nearly crumpled into pieces as the spring had fully broken inside our garage.

I had never repaired, replaced, or installed a garage door before, and I did not have any contacts in the industry. All I wanted at that moment was my garage door fixed as soon as possible. Then, I saw the strategically placed sticker that was likely put there on the installation day more than twenty years ago.

So what did I do? You can probably guess. I Googled the number to make sure they were still in business, checked some Google reviews, saw the 4.8 average, made the call, and within five minutes, I had scheduled a service within the next 24 hours.

That sticker has earned this company hundreds of thousands of dollars over the years! Something so simple is probably the best marketing material that this company has, and the same can be said for most of your utilities if you look at your furnace, AC, water heater, etc.

So, what is equivalent to the sticker in the auction business? How do we make sure we get that call when it comes time to downsize or liquidate?

First, we need to be strategic about the clients we want to be in front of. Is this a one-off auction, or is there an opportunity for future business down the road? Perhaps the client is well-connected and would refer you to other people within their circles.

As I was thinking about this sticker, I tried to put together a few ideas on how we can replicate that success in the auction industry.

• One easy and cost-effective way to stay in front of clients is to send cards. Sending holiday cards, birthday cards, or even thank-you cards after the auction is a simple way to keep your name and brand top-of-mind. Another approach is to utilize email or a customer relationship management (CRM) system. This allows you to keep track of your clients, their interests, and their buying/selling habits. By segmenting your list and sending targeted messages, you can make sure you're staying in touch with the right people at the right time. A good CRM can track when you last connected with a client and remind you of previous conversations.
• Do your current auction clients have neighbors? Whether it's an industrial auction or residential, this is a great opportunity to make more connections during the auction set up. Consider making a flyer or handout letting them know that you are in the neighborhood setting up an auction and there may be increased traffic on certain days. Provide them a link to the auction and an explanation of your services.
• Finally, consider offering promotional materials at auction removal. Pens, magnets, or other small items with your logo and contact information can be a great way to ensure that buyers and sellers remember you long after the auction is over.

Ultimately, the goal is to create a positive impression and build a relationship with potential clients so that when they need auction services in the future, your auction company is the first one they think of. Just like the strategically placed sticker on a garage door, these small efforts can pay off in the long run and generate valuable repeat business.

So, what's your sticker?