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Page 48
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Developing its customer base, increasing online sales and careful marketing are the focal points for Manheim Auctions.
Words: Kevin Swallow
The recession always sorts the wheat from the chaff, and the used market is no different.
This year, used truck volumes are likely to drop as a result of poor new sales over the past three or four years.
Now those selling vehicles will learn if they have the right processes in place to source viable stock; and those who haven't put in the hard work will suffer.
Manheim Auctions, which prides itself on sourcing vehicles direct from operators, knows any type of growth this year means developing its customer base.
Brian Rossington, national NOV and plant manager. says that means hard work. He adds: We will go knocking on doors, the opportunity is there to expand, we will go and talk to operators because vehicles direct from operators is a policy we have to continue, There are companies out there that don't know auctions exist or don't use them: they are prime targets to talk to."
The purpose of an auction is to provide its customers — or vendors— with as wide an audience as possible. While buyers still like to come and kick the tyres, the numbei going online to purchase stock is increasing.
One-in-four trucks sold at auction are bought onlint whereas one-in-seven vans and one-in-10 cars go to people bidding via the internet. Trucks are more likely to sell online, because there are smaller quantities sold through fewer outlets.
Buyers, who might have trekked the best part of 40( miles only to return empty handed, can save significan time and effort by going online. If they opt to go onlin■ and still miss out, they have only given up a few minut of their time doing so.
"All our plans for 2010 are to attract buyers online ; more overseas buyers, the Irish buyers have embrace( internet because they can't always come over for the auctions," reveals Rossington.
"Online buyers go for vehicles at both ends of the scale in terms of age and condition. They will take the auction hall on when it comes to bidding for a vehicle he says. "The more the hall bids, and these are people who have seen the vehicle, the more confidence it givt the online buyers."
The internet, like the mobile phone with a camera, allows sellers and buyers to exchange images of vehic rather than travel 200 miles for a look. It has changed the dynamics of the industry -We now have people who only log on, and we stru to get them to come to auction." he says. •