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A marketing sums
Page 68
Page 69
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After a successful first event, Charlie Wright's ProTruck Auctions looks set to rub shoulders with the big boys. Kevin Swallow reports.
Another day, another dollar— only this time it's a newcomer breaking ground in a congested field. ProTruck Auctions may he a start-up business, but the face behind it is familiar.
It belongs to Charlie Wright, who met Commercial Motor in the foyer prior to kick-off. He appeared calm, but there was anxiety in the air. Several days later, when the dust began to settle, he explained that even though his name is well known in the used truck trade he had still been apprehensive. It was, after all, a new venture and he was directly responsible for it.
In the end, the provisional targets were smashed. "It was better than anticipated," Wright reveals. He had hoped there would be 200 lots to start with but more than 200 vehicles ca] in during the last week, pushir the total towards the 400 marl The benchmark has been set.
Focus on presentation
Trailers went first, followed b) vans, before the attention turr to the trucks."We're pushing the marketing and presentati( to try to get the vendor more money for his truck," Wright explains.This includes putting as much detail onto the websii as possible for each vehicle, including a photograph.
Wright revealed that the process was a painful one, but worth the effort. It is all part o looking after vendors so they don't have to do the legwork. Getting the trade to put in ehicL sooner so they an bt.. better marketed ..mains a sticking oint, but Wright is iaking progress.
"We were very leased with the utcome: we didn't now of one vendor to didn't sell at least 3mething.Trucks that rould normally fetch 15,000 were reaching 17,000-£17,500. ippers were doing ally well.
"We anticipated just few [buyers] coming ) have a look, but they 'ere spending as well. Ve turned over £1.4m. -We had some nice uff in and had good support 'om Wm: leasing companies: )me rUanufacturers put some uff in t()o," Wright explains.
ligh security
In a 15-acre site just off Junction of the Ml 80, the trucks were well )aced to let buyers have a closer ispection.and security was tight ith every truck locked. There were some teething problems, An echo in the bidding hall was one, and the drivers weren't used to the red/green light installed to help them move on when an individual sale was completed.
However, the free food proved a hit. but it is unlikely that Wright will repeat that offermuch to the relief of his sister Caroline. •