How to successfully manage major online auctions
The online auction of assets of The Family Butchers in Vörden (Germany) is already in full swing and will conclude on the auction platform on September 3 and 4. With more than 2,500 lots going under the hammer, this is one of the largest food machinery auctions of the year organised by Industrial Auctions.
From grinding and mixing lines to injectors, slicers, cutters, and tumbler installations, this auction includes a wide range of equipment. It features pasteurising tunnels, vacuum installations, slicing and thermoforming lines, smoking and cooking chambers, cooling and drying systems, packaging machines, transporting lines, and complete sausage production lines.
Industrial Auctions knows what they are doing, which is evident from the positive reviews from satisfied clients in the food and beverage industry. However, organising an auction of this magnitude requires significant dedication and efficiency. So, how does the auctioneer manage this feat?
First of all, Industrial Auctions specialises in auctioning machinery used in the food and beverage industry. This focused approach, combined with years of experience, gives the company in-depth knowledge of the machines being auctioned.
Every auction begins with the project managers inventorying the assets to ensure optimal presentation. They meticulously photograph each machine and provide detailed descriptions, helping potential buyers make informed decisions while maximising the lot’s selling potential. To further enhance transparency, viewing days are organised, enabling buyers to inspect assets up close. Project manager Bas Schellekens explained: “I can tell you that organising an event of this scale is a significant undertaking. Inventorying a standard auction takes a few days, but with over 2,500 lots, the process extends to several weeks. With our well-coordinated team, we are able to navigate the challenges and deliver a successful auction.”
Before the auction goes live, an extensive marketing campaign is launched, both offline and online. Media partners are carefully selected, and newsletters are sent to Industrial Auctions’ extensive global customer database, reaching thousands of industry professionals. This step is essential for effectively bringing supply and demand together, optimising opportunities for both parties.
“Our work continues long after the auction goes live online”, said Bas. “We strive to present each lot accurately and comprehensively, but questions from interested parties inevitably arise. Our team is dedicated to addressing these inquiries promptly and thoroughly, ensuring clear and transparent communication. This helps maintain trust and satisfaction throughout the auction process.”
After the auction ends, lots are collected as early as a week after the closing date, with options for transport and dismantling arranged by the auctioneer. With ample manpower provided, the auctioneer manages every detail to ensure a hassle-free experience for all parties involved. As a final touch, the auction location is left in broom-clean condition.
Project manager Bas summarised: “Our commitment to high-quality support is key to delivering a successful auction experience. The hard work pays off when we see the satisfaction on everyone’s faces at the end.”
Last but not least, it’s experience that matters. With over 1,500 auctions organised, Industrial Auctions has collaborated with renowned companies such as Danish Crown, Homann, FrieslandCampina, Struik, Nestlé, and Vion, continuously enhancing their expertise, improving efficiency, and forging new relationships.
In addition to organising on-site auctions, like the one for The Family Butchers in Vörden, the company also holds auctions at its own premises, allowing contributions of fewer machines. Whether handling a few surplus machines, a complete production line, or an entire factory, Industrial Auctions has the expertise and experience to manage it all.
