Deming, keynote presenter for the 63rd annual International Auctioneers Conference and Show, says auction professionals are not simply in the business of selling property.
Instead, they are in the people business, offering unique and one-of-a-kind solutions for generating revenue.
“If people are selling on policy, procedure, features and benefits, they cannot really truly create this sustainable, emotional brand,” he says.
“Make sure that you treat every single customer like they’re the most important customer on the planet because they just might be.”
Deming plans to give his presentation, “Navigating Change by Developing Your Personal Brand,” during the Opening Session of Conference and Show on July 18. The event is scheduled for July 17-21 in Spokane, Wash.
A 30-year veteran of the corporate world and owner of a multi-million dollar marketing firm, Deming speaks about the importance of branding through relationship building. He wrote “The Brand Who Cried Wolf,” and he has worked with large corporations such as General Motors, Verizon Wireless and Wells Fargo.
He recommends that business leaders stay away from “clever gimmicks and empty promises,” as the claims made in marketing campaigns are meaningless if an organization does not create a positive culture for its employees and customers, Deming says.
Also, the way an auction professional delivers an emotional experience is what separates him from his competitors. Deming emphasizes that Auctioneers are, relatively, on the same playing field when it comes to the items they sell, prices they achieve and customers they attract.
A business owner’s goal should never be to offer 100 percent satisfaction, he says. In the business of emotional selling, rather, the customer should feel as if he or she cannot live without the service an auction professional provides.
“Instead of just talking in rapid fire, how you deliver that emotional connection is going to help you succeed or not succeed,” Deming says.
Deming’s presentations and training sessions include an explanation of a six-step process he dubs the “Ultimate Customer Experience and Emotional Brand Building Process.” He says he plans to discuss the process, which touches on personal branding, relationship building and “the ripple effect.”
In addition to emotional branding, Deming says he plans to talk about how auction professionals can effectively manage change and generational differences within their organizations. He also plans to discuss how the overuse of technology has the potential to break down emotional connections in the workplace.
Another featured presenter for this year’s Conference and Show is motivational speaker Chip Madera, MS, CSP, who leads more than 100 training sessions each year. He has worked with myriad companies and organizations, including The Mayo Clinic, Disney, 3M Healthcare Information Systems and the American Cancer Society.
Madera, also known as “The Leadership Lion,” plans to present “Opening Minds, Stirring Hearts and Inspiring Action! Become a Leadership Lion” from 1 p.m. to 3:30 p.m. July 20.
He says his presentation will focus on change, personally and professionally, in an era when organizations seem to have timid leaders who need to have the courage and willingness to fight for what is best for companies and their clients.
He says auction professionals must be passionate about what they do and fall back in love with their chosen professions.
“I doubt that anybody got into the industry just to do it as a job,” he says. “They found a certain talent. They found a certain energy that came from doing that task and working with the people in the industry.”
A “Leadership Lion” presentation, Madera says, is different from what many people are used to because it’s honest and full of humor. It challenges audience members to think critically about ways in which they can reach their highest potentials.
“You’re not going anywhere until you become disenfranchised with where you are,” Madera says. “Part of my job is to get people to really consider where they are, and, ‘is that really where they want to be?’ If they don’t, then it’s really going to have to be up to them.
“There’s not going to be some personal concierge standing around making your life wonderful.”
During his presentations, Madera says he talks about a personal hardship — his battle and triumph over cancer in the mid-1990s — that has given him the motivation and strength to be the best person he can be at home and at work.
“When I was diagnosed with cancer, all those goals that I was going to do 10 years ago got done in about 18 months,” he says. “It was one of the best things that’s ever happened to me in the sense that it put things in perspective.
“If I wanted something in my life, I needed to make it happen. I needed to stop making excuses, and I needed to make some decisions about what I really wanted to see my life become.”
Everyone has a motivational or inspirational story from their lives, he says, that they can look back on and learn from. Instead of dwelling on what might have gone wrong, he says he encourages his listeners to learn from adversity and turn it into opportunity.
One of the most important messages he tries to get across, admittedly a simple one, is the difference between self esteem and self image. He says today, especially among children, the idea of a high level of self esteem — feeling good about one’s self — seems to be all that matters.
“Who cares how you feel about yourself? How you feel about yourself is very fickle,” Madera says. “That’s not going to get you very far.”
He says self image — how people see themselves and how they project themselves to others — is most important because no matter who they are, everyone has the opportunity to become a leader.
“Become the image that you want to see,” he says.