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/ course descriptions


1:00 PM – 1:10 PM – Welcome Session – Marrakesh Ballroom
Shawn Terrel & Jimmie Dean Coffey

Kick off the 13th Annual Auction Expo with your hosts Shawn Terrel and Jimmie Dean Coffey.


1:15 PM – 2:00 PM – Video Marketing Workshop – Marrakesh Ballroom
Nora Sullivan, United Country

As just one example, TikTok’s user base is growing exponentially and driving traffic to companies. Video marketing is essential for auctioneers. By integrating TikTok into your social media strategy you can easily repurpose your videos on other platforms such as Instagram & Facebook. We’ll discuss the benefits, opportunities and how to get started.


2:00 PM – 3:00 PM – Great by Choice – Marrakesh Ballroom
John Hamilton, Auctioneer & “Negotiating Junkie”

Three key techniques, available to everyone, can elevate performance, profitability and career satisfaction to amazing levels.  Join us for this session and hear about the “10 X-ers” - those people and companies that achieve TEN TIMES above their current market competitors.  That level of success largely stems from applying three techniques which are commonly known as: 

  • The 20 Mile March

  • Durable Operating Practices

  • Fire Bullets, Then Cannonballs

Many of us are already use some of these concepts, but perhaps our level of dedication and consistency is limiting our results.  Why leave things to chance, instead become Great By Choice.


3:00 PM – 4:00 PM – Preparing for the Google Analytics Change – Marrakesh Ballroom
John Schultz, Grafe Auction Company

Using Google Analytics? It's Going Away on July 1. What Now? Google Analytics is the backbone of measurement for businesses across the United States. In March of 2022, Google announced they were replacing Google Analytics with a new product and that on July 1, 2023, current versions of Google Analytics would stop collecting data. In this session, you'll go hands-on with Google Analytics 4 (GA4) replacement products. This new measurement tool is the future of measurement and fundamentally changes how we measure and collect data. Come learn about the changes, and how to use GA4 to understand your website traffic, and how to find new buyers and sellers with that understanding.


4:00 PM – 5:00 PM – Negotiating Countdown 2022 – Marrakesh Ballroom
John Hamilton, Auctioneer & “Negotiating Junkie”

In the current climate of inflation worries, gasoline sticker shock and pandemic fatigue you’ll be glad to know that good negotiators are able to get more good deals today than ever before. If you are thinking of getting a “booster shot”, why not get one to bolster to bargaining skills. Join us in this session where we’ll countdown the Top Ten Strategies for 2022 Negotiations. 

Remember, in life and in business, you don’t get what you deserve, you get what you negotiate.


5:00 PM – 5:30 PM – “Keep Negotiating” Book Signing – Ballroom Foyer

Following up his instruction at the Auction Expo, self-proclaimed negotiation junkie and author John Hamilton will greet attendees and sign his book “Keep Negotiating” (provided to all attendees at no additional cost).


5:30 PM – 7:00 PM – Cocktail Reception & Vendor Expo – Ballroom Foyer

While enjoying hors d’oeuvres and cocktails, take advantage of this opportunity to visit with select exhibitors & service providers and learn more about the programs, products and services designed to grow and improve your business as well as reconnect with auctioneers across the country while relaxing in an informal setting after the first day of training.


9:00 AM – 10:00 AM – Subdividing Land and Multi-Parcel Auctions – Marrakesh Ballroom
Panel Discussion

Professional auctioneers that sell vacant land (development, farm, ranch, investment, etc) are quick to reveal a key strategy for maximizing the sale can be dividing the land into smaller or multiple tracts. This technique can often come with some obstacles that need to be addresses and the best teacher is experience and practice. Our panel is comprised of seasoned veteran auctioneers that have a wealth of experience in selling land in multiple tracts, using a variety of programs and techniques. This is guaranteed to be a hot session for any land auctioneer.


10:00 AM – 12:00 PM – Increase Your Auction Marketing Exposure – Marrakesh Ballroom
John Schultz, Grafe Auction Company

In this session, you'll learn the latest and greatest marketing strategies to find buyers and sellers and increase exposure to your auctions. You'll understand the latest Google marketing called Performance Max, how to find buyers and sellers based on previous successful marketing campaigns, how to find website traffic that converts, and how to attract non-local buyers to your events.


12:00 PM – 1:30 PM – Exhibitor Spotlight Lunch– Marrakesh Ballroom & Ballroom Foyer

Lunch is provided to attendees and we will feature the vendors during this time. 

1:30 PM – 2:00 PM – Exhibitor Expo – Ballroom Foyer

Take this opportunity to visit with select exhibitors & service providers.  Stop by the Exhibitor Expo between class breakouts and take time to network and learn more about the programs, products and services designed to grow and improve your business.

2:00 PM – 3:00 PM – Negotiating Auction Commissions – Marrakesh Ballroom
Shawn Terrel, United Country Auction Services

In this course we will uncover techniques that professional auctioneers can use to strengthen their current commission structure as well as leverage several strategies to provide additional services and open up new revenue streams.  We will address the age old question “how much do you charge” and arm auctioneers with a systematic approach designed to increase listing opportunities and allow for better negotiation of your services against competition. This course is designed to help auctioneers new to the industry as well as the seasoned veterans.


3:00 PM – 4:00 PM – Reducing Risks with Auction Sellers – Marrakesh Ballroom
Mike Brandly, Brandly & Associates, Inc.

When reducing risk with auction sellers, creating and precisely following a properly-written contract is absolutely crucial. Nothing should be hidden … no secret profits, no unrealistic expectations. Join Mike Brandly, a 25-year auction industry veteran, and executive leader and teacher with expertise in auction law compliance, as he discusses the importance of urgency and equity in the process, what to watch for when reselling property, and more.


8:00 AM – 9:00 AM – Exhibitor Expo – Ballroom Foyer

Take this opportunity to visit with select exhibitors & service providers.  Grab some coffee and stop by the Exhibitor Expo before class begins and take time to network and learn more about the programs, products and services designed to grow and improve your business.


9:00 AM – 10:00 AM – Reducing Risks with Auction Bidders and Buyers – Marrakesh Ballroom
Mike Brandly, Brandly & Associates, Inc.

Auctions can save time, establish fairness and bring clarity to the process for all involved. That doesn’t mean all auctions are perfect. Join 25-year auction industry veteran Mike Brandly, an executive leader and teacher with expertise in auction law compliance, as he covers key ways to reduce bidder/buyer risk. Learn how to provide a safe environment and set and stick to registration terms. Discover the fallacy of disclaiming expressed warranties, why you should offer reasonable preview opportunities, and more.

10:00 AM – 11:00 AM – Listing & Selling Equipment & Personal Assets – Marrakesh Ballroom
Panel Discussion

We have selected a solid panel of talented auctioneers that sell various types of equipment and personal assets at both live and online auctions. During this session the panel will share their intimate knowledge of how inventory is located and acquired, as well as discussing the process for inventory management, descriptions, photography/video and preparation. Lastly we will ask them to share specifics around buyer acquisition and marketing techniques that drive the maximum amount of traffic to their auctions.  

11:00 AM – 12:00 PM – Maximizing Online Auctions (Best Practices) – Marrakesh Ballroom
Panel Discussion

Online Auctions have been dramatically increasing in relevance and reshaping the auction industry in a direction of convenience, timeliness and transparency.  A greater number of live outcry auctioneers are beginning to adopt this trend and utilize online bidding platforms in their operations. The panel we have put together are comprised of early adopters of the online bidding systems. They have developed systematic processes and best practices in their companies that they will share with the attendees, while answering important questions related to online auctions.

/ meet the speakers

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Mike Brandly CAI, AARE

President, Brandly & Associates, Inc.


Mike Brandly began his auction career in 1979.  He is president of Brandly & Associates, Inc. and Broker with Brandly Real Estate & Auction.  Mr. Brandly’s appraisal company completes over 150 appraisals per year for Probate, Civil and Bankruptcy cases. He holds a weekly auction at his facility in Groveport, Ohio, a twice-monthly car auction for Goodwill Columbus (Ohio,) various on-site auctions, and other special-event auctions throughout the United States.


Mr. Brandly is a graduate of The Ohio State University with a degree in Mathematics as well as the AMI Certified Auctioneer Institute (CAI). He also holds the CAGA appraisal designation, the Contract Auction Specialist (CAS) designation as well as the AARE real estate designation. He is a former Director for the Ohio Auctioneers Association as well as a member of the Indiana, Kentucky, and Michigan Auctioneer Associations. Mr. Brandly is a Life Member, Beginning Auctioneer Advisor, and Presenter for the National Auctioneers Association.


Mr. Brandly also serves as an auction law and customary practice consultant, primarily providing this service to attorneys throughout the United States (Ohio, Indiana, Illinois, Louisiana, Texas, Kentucky, New York, California, Washington, West Virginia, New Jersey, Arizona, Florida, Nevada, Mississippi, Pennsylvania, Virginia, Tennessee, and Oklahoma thus far) assisting clients involving auction law compliance, customary practice, commercial reasonableness, regulatory investigations and the like. His work has encompassed analyzing video recordings of auctions, depositions, lawsuit claims, and auction records including accounting and contracts for over 40 such cases since 2010.


Mr. Brandly is Executive Director of The Ohio Auction School. His other teaching responsibilities include frequent Real Estate and Auctioneer CE classes all across the United States including post-licensure. He serves as Distinguished Faculty at Hondros College and has also instructed at Columbus State Community College and America’s Auction Academy.  Mike has served as faculty for the Certified Auctioneers Institute held at Indiana University, is an instructor at the Western College of Auctioneering, an Instructor at the National Auctioneers Association’s Designation Academy, and is also approved by the Supreme Court of Ohio as a Continuing Legal Education instructor for attorneys.

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john hamilton

Real Estate Educator, Licensed Real Estate Broker, Keep Negotiating


John Hamilton is a confirmed ‘negotiating junkie’ from a small country town in Western Pennsylvania.  He has conducted negotiating workshops in 49 of the 50 states and 4 Canadian provinces.  He has presented at the National Auctioneers Association CAI Program for 25 years and has been a guest speaker at numerous state auctioneer conventions. His book, KEEP Negotiating, is a desk reference for good negotiators everywhere.  The hallmark of John’s programs is that they are rich in practical content and presented with a touch of energy and humor.

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john schultz amm, ats

Chief Marketing and Technology Officer, Grafe Auction Company


John Schultz is a twenty-year auction industry veteran. He started his auction career with his family business in rural central Minnesota and is currently the Chief Marketing and Technology Officer for Grafe Auction, a Minnesota-based nationwide commercial and industrial auction company. In his role with Grafe, John manages the marketing on over 100 auctions per year and an annual marketing budget of over $300,000. John is a proud member of the National Auctioneers Association and the Minnesota State Auctioneers Association and is very active within both organizations including service on a wide variety of committees and past President of the Minnesota State Auctioneers Association and Minnesota State Auctioneers Foundation. He is also the 2009 recipient of the Minnesota Golden Gavel Award for outstanding service to the auction industry.

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nora sullivan

Senior Business Consultant, United Country


Nora was introduced to United Country in 2009 as a member of a UC affiliate auction team located in South Georgia producing auction events all over the United Sates. The office ranked #2 in the network their first year. Her background in PR, technology, internet development, SEO, training, automation & data management provided Nora with diverse fundamentals essential to adapt to support Auction Events with accelerated marketing, technology, and social media. Her career with United Country home office began in the Technology Department in 2013 and evolved into becoming a Business Consultant for the East & Southern United States. She facilitates office requests, assists with special needs, and provides business planning, marketing advice and training.

/ meet the hosts

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Jimmie Dean Coffey CAI, AARE, UCM

Director of Business Development, United Country Auction Services


Jimmie Dean Coffey brings more than 30 years of auction and real estate experience to United Country as the director of business development. Conducting more than 75 auctions each year, Jimmie Dean has become a well-known name in the auction industry nationwide. His experience and impact makes him successful at acquiring new franchise owners.

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Shawn Terrel CAI, AARE, UCMA

President, United Country Auction Services


As the head of United Country Auction Services, Shawn Terrel brings a wealth of auction experience and insight to our executive management team. Shawn has 30 years of professional auction and bid calling experience. He is a former Director of the National Auctioneers Association and a past Chairman and President of the Oklahoma State Auctioneers Association. Shawn has been crowned a Champion Auctioneer in multiple states during his career, and is recognized as one of the industry’s authorities on conducting auctions which incorporate internet bidding and accessibility technologies (ie. online auctions and live internet simulcasts). Over the years he has conducted thousands of auctions with highlights such as $72 million dollars in a single sales event.

Shawn is a graduate of the Certified Auctioneers Institute (CAI) at Indiana University and currently instructs “business planning” for (CAI). He holds the Accredited Auctioneer Real Estate (AARE) designation. He is a graduate of the Missouri Auction School and the Texas Auction Academy, where he is a certified instructor. He holds a real estate brokers license and an auctioneer’s license in multiple states across the U.S. Shawn is also the Co-owner and Chief Operations Officer of Mineral Marketing, LLC, a nationwide oil & gas mineral and asset marketing firm.

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