We recently got the inside track on the difference between East and West Coast auctions when interviewing the Founder of Red Apple Auctions, based in Washington D.C., and one of the east coast’s most dedicated professional auctioneers, Sherry Truhlar. Upon quitting her day job to pursue a full-time career in benefit auctioneering, Sherry now raises hundreds of thousands for various causes, so we decided to tap into her expertise to learn how she packs action into her auctions and how to make the most out of yours at your next charity event.

1. How did you start your own successful auctioneering business?

I became interested in auctions began when I was attending a charity event on a date. The live auction at the event was not run by a professional auctioneer and was a disaster. It got me to thinking about auctioneering as a profession. I googled auctioneering schools and went to one on vacation. Needless to say, I realized there was a lot more to it, but decided to try it part-time, initially. My career evolved from that. It wasn’t an overnight dream and pretty much developed organically. To be an auctioneer, you have to be a people person and you have to enjoy attention. More importantly, you must feel comfortable leading.

2. Do auctions differ on the East versus West Coast?

My company Red Apple Auctions is based in D.C. We definitely notice regional differences along the East Coast. One is number of items. The West Coast tends to have a lot more items, like 60 to 90 lots in live auctions, whereas 6-25 is more common on the East Coast. On the East Coast, they call raffles different things – “draw down”, or “appeal” and various others. I’ve heard a live auction called an “oral auction” (which I hate!) and a “voice auction”. Types of merchandise varies. On our site, we feature the top 100 items/lots we sold last year. In some areas, hunting packages are hugely popular – it just totally depends on the region and its culture. Also, the East Coast is very seasonal in its charity events – we shut down here in the summer but West Coast is different and events/auctions take place year round. Certain locales on the East Coast, like Palm Beach for example, have a very definitive time period when no events are taking place for a few months due to residents being in other areas/up North.

3. What is the best Auction package you’ve sold?

The most expensive item I sold was a private concert with Gil Shaham, the award-winning violinist, for $45,000. The most successful lots tend to be food and dining-related activities. For example, backyard pig roasts with top chefs in D.C. are always a hit where the crew comes to your house and roasts a pig in your backyard with 50 people. Also, the Iron Chef-esque cook-offs are favored by many. Another one I love is a backyard luau for you and all of your friends.

4. What planning steps can volunteer Chairs take to maximize their auction’s success?

1. Start planning early and start now. The more time you have, the more ideas you can test and activate.

2. Run it like a business. Set goals, have action items.

3. Analyze numbers from past years to determine what should be done differently and what should be repeated – do your research – know what has sold successfully in your region – what is conducive and makes sense for your audience.

5. In a Live Auction, how do you determine the sequence of packages?

I always talk with the committee first to think where an item will sell in relation to its value. Stick a less popular item after a highly valued item. If an item can be doubled, I typically wouldn’t begin with that item. I try to run it on a bell curve – the most exciting are at the top of the bell curve. And make sure to space out your doubles.

6. Regarding a Fund-In-Need, what value do you think it adds and where should it be positioned in the Live Auction line-up?

They add immeasurable value. Some events in D.C. have no auction at all and I just go in and do an appeal which can have a hugely positive impact. It depends on the number of items. I have had successful appeals in the beginning, middle, and end. For a school, I will typically do them in the first third of the auction.

7. What are the traits of the most successful Auctioneer?

They need to be personable, a smart marketer, and ethical.

8. What are some questions one should ask an Auctioneer to evaluate their effectiveness?

I love this question –I wrote a blog post about this on January 5th. You want someone who is effective for YOUR group which can vary from one group to the next. I would FIRST go to someone’s website. To be taken seriously in today’s world, you need to have a website. I would ask them how many events they do per year (20 events is average). If they do 45, then I would suspect they’re not doing them all themselves. General rule of thumb: If you have an event of 800 people, I would ask them how many events of that size they’ve done. I’d ask how they work with clients and I’d ask for a video. Talk to their references!

9. A lot of volunteer groups don’t want to pay for an auctioneer. Rather, someone has a boisterous dad who’s willing to do it. What do you suggest?

The advantages to using a pro means this person is on stage often. Pros know when to go for it and when to back off. They need to be prepared for the consequences of hiring or using an amateur with no experience – this can have detrimental effects.

10. Do you have any recommendations to increase the money generated from a silent auction?

1. Look at ROI on items from previous year. Get more of the money-generating section.

2. Give people the option of buying it for twice the value and allow them to take it home that night. Allowing them the chance to buy it outright can improve the success of selling those items.

3. Market your auction before the event – detail the items on marketing materials distributed before the event. Website, eblasts, Facebook, Twitter – tell people 6-8 times about the elements of a lot before the event. Macy’s doesn’t wait until you’re in the store to tell you what they have and what their specials are. You’re marketing needs to be TWICE as good as Macy’s. You have a limited amount of time and your marketing needs to be clear.

11. How do you determine which items go into a Silent Auction versus a Live Auction?

You want your live auction to be exciting so you want to select items that are going to be fun to talk about – widespread appeal – they need the excitement factor. What are the items that are going to have the greatest appeal to the widest number of people. Some items are even more ideal for raffles.

12. What improvements in the Auction industry would you like to see?

I’m not a huge fan of government intervention but some states have licensing for auctioneers and some don’t so it would be great it the industry had national standards. California has no license – a lot east of the Mississippi have licensing requirements.

13. How do professional Auctioneers learn to talk so fast?

There are classes and school. We practice tongue twisters for rhythym and repetition for speed.

14. What are the nuances an Auctioneer needs to be aware of between a for-profit Auction and a Live Auction benefiting a non-profit?

A nonprofit gala generally has more of an unsophisticated bidding audience – it’s often an unexperienced audience that has been drinking so you need to go slower with the chants and rely more on personality. You want to get people away from competitively bidding to competitively giving. Who can give the most. The feeling of the event is just as important as how much money is raised. The energy and vibe needs to be positive and that will be remembered. The enthusiasm will carry forward in more ways than you can imagine.

15. What did you do before becoming a professional Auctioneer?

I did marketing and sales and my last job was global marketing mgr for a GE company…planning events for them.

16. If there were an Auctioneer reality television show, what would some of the different contestants be and how would it be determined who was kicked off?

I know that casting would be incredibly difficult. There are so many strong personalities so the casting directors would eat that up. The try-out reel a la American Idol would be the most successful.

17. Who would you want to play you in a movie?

Katherine Hepburn.

18. Who is your role model?

I don’t really have role models per se, but anytime I’ve had doubts about my ability to run my business, I think about people like Oprah. Even small business owners run by immigrants – it makes me realize how easy I have it.

19. If you could meet a historical figure, who would it be?

Abraham Lincoln – prudent, practical, with solid values.

20. What is your greatest extravagance?

I have a condo in South Beach.

21. Obsolete item you won’t toss?

Well-made clothes.

22. Greatest misconception about you?

People often think I’m thinking about something other than what I’m really thinking.

23. The one word that best describes you?

Energetic.

To learn more about Sherry and Red Apple Auctions, visit redappleauctions.com. For moment-to-moment auction action, follow Sherry’s blog.

Related posts:

1. The Silence of the Hands
2. Tales from the Cheer