Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

three-stooges-in-a-car

The Shill

A simple word - shill.

With so many definitions and contemplations .....

Merriam Webster defines it as:

Shill- "to talk about or describe someone or something in a favorable way because you are being paid to do it"

An auction shill refers to some one who purposely gives onlookers the impression that they are an enthusiastic independent customer.....

When in fact, they are not.....

I have played the part of a shill many times.....

By the best auctioneers in the business.....

It's all about resistance.....

As an auction seller, you know what your car is worth.....

That's why your floor price is there.....

When there are three or more customers poised to buy your car, they each feel the pressure....

They each get into the flow of the bidding.....

If the price is less than what they will pay, they keep bidding.....

It's a fair fight.....

When there is only 2 bidders, a good auctioneer will make them aware of each other......

Still a fair fight.....

But.....

If you only have one customer.....

They are out on an island....

Their defense mechanisms kick in.....

They don't want to be the stooge.....

the-stooge

Many times as I walk from lane to lane, an auctioneer will stop me dead in my tracks (most of them know me).....

" Hey Barry, you're not in"

or.....

" Was that a bid sir? "

I know they need my help.....

I don't have to do anything except FREEZE.....

They have what they need, some one to create resistance.....

Their ACTUAL bidder can suddenly feel me.....

And focus on bidding to the level  they feel comfortable at.....

Once the auctioneer has reached the floor price.....

The vehicle can get SOLD !

That is why we're all here.....

greedy-seller

The danger of the shill lies in the GREEDY seller.....

Sellers who use "potted plants" to drive up prices to see how far buyers will go.....

They won't last long.....

They will be discovered and talked about.....

Soon buyers will not even venture into their lanes.....

New danger exists at online auctions.....

With the proliferation of online auctions, the temptation to use shills will increase.....

( Yes, of coarse it's possible!)

Kenneth Walton was charged AND convicted of fraud for his eBay shill bidding.

They never last long.....

You and I will find them out.....

Their eventual end will be not selling anything!

As it should be.....

What Happened ?

snoozing

The previous three weeks were terrible at the sale.....

I can't remember a stretch with less lane participation.....

NO simulcast interest either.....

The screens should have been reprogrammed to NETFLIX.....

At least we could have gotten caught up on " Game of thrones ".....

Or SOMETHING.....

However.....

O.V.E com was there to save the day (or month).....

After concluding sale day selling only 10-20 % each week.....

Online participation was steady , (though still not great)

Through out each week we managed to average 40-50 %!

So.....

Once again.....

For ANY of you who don't list your cars and trucks there.....

Or think its just a big waste of time.....

Thank you !

More buyers for us.....

Out for now.....

Barry J. Neuman

Member of Manheim's "superseller" club

Views: 100

Tags: auto, car, dealers, wholesaling

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers


loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

SaveSave

ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service