Four Methods to Conquer a Loud Auction

By: Sherry Truhlar Click author's name for more of his/her articles

Sometimes when I speak with non-profits about their benefit auction, they are adamant that their crowd is unusually loud. "Oh, our guests really like to party," one will say, or "They don't ever pay attention, even when a celebrity is on stage." The truth is, I've yet to see an auction which is louder than I imagined.

Let's be honest: Your attendees view the fundraising auction as a party.

It's a celebratory event ... a chance to honor volunteers ... a roast to tease a community leader ... a chance to see friends ... and -- by the way -- an auction. It's no surprise they are loud. Your guests want to have fun, and I want them to have fun, too. The key point is to plan for it.

1. Invest in the proper sound system.

If we assume that 10% - 20% of the crowd are bidding in the live auction, it means the other 80% - 90% of the audience are chatting with friends. The auctioneer needs to be heard with clarity and distinction, and it's the job of the sound system to provide it. Guests won't bid or follow directions if they can't hear.

2. A dynamic auctioneer

If you want to have a prayer at keeping your audience's attention, put someone on stage who has some personality. Benefit auctioneers should not simply be "calling the numbers," but must have good rapport with the crowd.

If the auctioneer has poor rapport, the crowd will get louder and louder as they talk to their neighbor and try to be heard over the sound system. As a benefit auctioneer, it doesn't bother me that the crowd is visiting while I'm selling. Personally, I know that if I have a good sound system, I can engage the bidders who want to be bid.

3. Stick to the timeline

Guests will be less likely to pay attention when the schedule spirals out of control. They'll start talking to their friends, "What time do you have?" they'll ask, "Weren't we supposed to be eating by now?" Stay on task. When it's time to start the program, start the program. If the Board Chair has 3 minutes to speak, ensure he really only speaks for three minutes. Keep the program moving on time.

4. Change the layout; change the experience

The loudest auctions I conduct are when guests are seated around a table. The quietest auctions are those in which the guests are seated theatre-style. If you are concerned about the sound level, consider having guests sit in a theater layout. This lowers the sound level because guests cannot as easily talk.

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About The Author: Did you enjoy this article? Award-winning benefit auctioneer Sherry Truhlar publishes a FREE bi-monthly e-newsletter stuffed with auction photos and tips for auction committees. Sign-up today at Red Apple Auctions and receive her popular Auction Item Guide as a gift. The Guide lists the best-selling items she's sold in benefit auctions.