Showcase your talents

In my last post I discussed the challenges of getting started in a new business.  Advertising and networking are only two ways to get your name out.  While both are important, a third way should not be overlooked.  Showcase your talent while working with others in your field.  This may not be possible for everyone, but for some entrepreneurs this can be a very effective way of demonstrating your talents while learning on-the-job skills.

Since getting my auctioneer's license I have worked for three different auctioneers in the area.  All of these are future competitors, and they realize that, but they are also willing to let me showcase my abilities on their stage.  One of the principle auctioneers in our area allows me to work the ring for him and do about an hour's worth of bid-calling at each auction.  I receive no pay for this work, but I am getting great emperience in a real-world setting, and he introduces me at each auction as a new auctioneer so people know that I am open for business.  He has also hired me for an up-coming large auction he has scheduled.  Another primary auctioneer in our area has hired me for two auctions.  At one I was a ringman and at the other I was the cashier.  I had never done cashier work outside of auctioneer school so this was an opportunity to learn how to deal with the challenges of this aspect of the business.  An auction house recently opened in our area, and they've asked me to do help work their ring and I've done bid-calling there once.  They recently gave me a lead on an individual who contacted them wanting to sell some merchandise.  When I went to view it and talk with this individual she indicated she was now thinking of selling everything at auction.  I went back to the owners of this auction house, told them she was considering an auction, and asked them to contact her.  They told me to take the auction if I wanted, but I didn't feel that was fair to them and said I would be more comfortable if they signed it.  I didn't think it would be right to get a lead from them for one thing and then take away an auction from them in the process. 

Each of these are potential competitors, and the time will come when we will compete for people's business, but they are also colleagues.  I have good relationships with each of these people, and they know I will be fair in my dealings with them.  Because of that they are willing to give me a platform on which I can both showcase my abilities and hone my craft.

Depending on the business you want to start, this can be a great way for you to be real-world experience and show people what you can do.  That experience is worth more than a few dollars so don't think you have to be paid for that work.  I've done charity auctions and worked for free for other auctioneers, and I look at it as an investment in my future success in this business.  If you find people who are willing to help you in this manner be sure to give them your best efforts and be fair in your dealings with them.  And, in the future when you are successful, don't forget those who helped you and pass it on to someone else starting out.

Getting your name out

One of the challenges of starting a new business is getting your name out in the community.  You can purchase newspaper ads, but many people, especially younger people no longer read the newspaper.  Social media is good, but it is limited by the number of people you have in your networks and how willing they are to pass your information on to their networks.  Perhaps, one of the best ways of getting started is taking advantage of opportunities to network with others and tell them the story of your business.

It is difficult to crack into the auctioneer business in my area.  There are about 4-5 auctioneers who do that vast majority of auctions and dozens of other auctioneers ready to scoop up the remainder of the auctions.  I've ran ads in all of the newspapers in the surrounding counties and numerous people have told me they've seen those ads.  Unfortunately, none of them have resulted in any business.

Last night I had the opportunity to showcase my auction skills in front of about 100 people as I did a charity auction for a church.  They were having a dessert auction to raise money for the youth camp many churches use each summer.  In about one hour we had raised over $1,400.00 and had a lot of fun doing so.  People who had known me in one role had the chance to see me in a different role.  Of course, my hope is that if they need the services of an auctioneer they will give me a call.

A couple of months ago a friend asked me to speak at their local Rotary meeting about my reasons for becoming an auctioneer and the process it takes.  A couple of dozen business leaders were in attendance, and my friend told me later that my message was very well received.

These types of events are much more personal that anything else you can do.  It gives you the opportunity to meet people, learn their names, pass out business cards, and make a connection that can't be done through any other marketing you may do.  Too many people starting a new business put up a sign, sit by the phone, and wonder why it never rings.  You've got to go to the people; not wait for them to come to you.  You need a compelling story to tell them about your company, why you started it, and what value it will bring to those who use your business.  Quite frankly, that often takes time so it's important that you take a long-term perspective.

I always caution people to not quit their day job until their new business really takes off.  Regardless of how good your product or service is, it will likely take people some time to discover you, and you need a stable income to provide for your family.  I have a good position so I can be comfortable waiting until the auction business takes off.  If I never do an auction it won't impact our way of life, and that is a very good position to be in.  No worries.  No fear.  I can afford to network, do charity events, and get my name out to the public, and I'm confident that eventually this will lead to a growing auction business.