You may wonder why auctioneers usually rattle at a tongue-twisting speed in selling events. Well, it’s a practice that has existed since the end of the Civil war in America. The first people known to have used this tactic to drive sales were the tobacco sellers, who started in West Virginia. Shortly after it picked up in several states because of the high conversion rates it was recording. Listening to an auctioneer is fun, especially in livestock trading, when they appear as if they are speaking in their tongue.
Having to talk fast is an art of hypnotizing bidders to fasten purchasing without engaging in second thoughts. Normally, sellers will start slow then as selling progresses so as the talking. It reaches a point bidders are fully hypnotized in a game of outwitting one another. This is a psychological deceptive measure of ensuring no buyer stops to think if they are going way beyond their budget. Through the years since it was starting, sellers have perfected this art. Because it’s a live event, decisions are made quickly, and some end up stretching their buying power. Talking fast is a quicker way of squeezing every dollar from a buyer’s pocket.
Occasionally, especially the western auctioneers, they have mastered the talking so fast by incorporating rhythmic monotones in their banker. If you listen closely to how they talk, you find that most of their banter when dissected is made of mostly numbers. While jargon and filler words are necessary for this type of selling, it is important to have a discrete repetitive phrase to make it sensible. The most common phrases are “how many dollars there”, and “what do you want to get them for?”. To a beginner, the fast talk may sound gibberish, but to trained ears, every word that spills from the seller makes perfect sense.
With any sports, be it boxing or football, there are rhythmic patterns that players of these games used to catch opponents off guard. It’s no different in marketing, and sellers leverage these patterns by incorporating them in their banter to indulge buyers into a conditioned pattern of call plus response. Using this technique, it is easy to convert any onlooker into a buyer within a few seconds. It’s business and all matters that deal with business are to find a buyer for a product. Therefore, through ages since the induction of markets, sellers have perfected this art.
Talking fast is attributed to giving buyers a sense of urgency in the auctioneering process. Although few sellers practice the fast rattling, especially outside America, multiple pieces of evidence are supporting talking fast for most conversion. On an auction, speaking fast makes it looks like a competition, and buyers always appear as if they’re on the edge of losing out. This makes them more attentive and actively taking part in the bidding. Delays of lifting placards in time may force a seller to hit a placard prematurely on a cheaper sell. To avoid a scenario such as this, auctioneers not only need to have faster tongues but sharp eyes.
In most contracts between the seller and the auction firm, a deal is struck for the seller to have a cut of 10 to 20% on all sales. Such a contractual agreement will make the seller fasten sales to have a bigger cut by the end of the day. To achieve this fate, they have to talk fast and in rhythmic monotone to convert have more buyers in shorter time frames. A sluggish seller will have fewer buyers than the one who gives it all. Speed is of the essence in marketing, delays will only lead to abandoned closures.
It’s a lucrative field and one that depends on how experienced you in such matters. To be an auctioneer, you will need to enroll in schools under the National Auctioneers Associations. There are about 50 schools in America that provide quality pathways for interesting individuals to be professional auctioneers. Though most of the work is done by the student through many hours of training, preferably clocking 80 hours in practicing for an auctioneering license. Overall, the fast talk in selling is used to clear inventories in a short time as possible. Most see it as a psychological sport that hypnotizes bidders to spend more on products.