World Class, Explanation of Services

Confidence Wins. But Clarity Keeps You in the Game.

Most auctioneers can chant, close, and shake hands. We can move a crowd, sell a tractor, or turn a gala into gold.

But when someone outside our circle asks,“So… what exactly do you do?”

Most of us rattle off the same script:

“I’m an auctioneer.” “I sell real estate.” “I do a few benefits.”

Which inevitably leads to:

“Oh, can you talk fast!?” “Sell me this pencil!”

And just like that—without realizing it—we’ve fallen into what I call the Commodity Trap.

The Commodity Trap

When your answer sounds like everyone else’s, the listener stops thinking about value and starts thinking about price.

Once you’re competing on price, you’ve already lost.

Here’s the truth: your friends, family, and neighbors might know you’re an auctioneer,but most have no idea how you could actually help them.

They don’t understand why they’d hire you or how you create results.

That’s where a World-Class Explanation of Services (EOS) changes everything.

What Is an EOS—and Why It Beats the Elevator Pitch

Most professionals have been told to master their “elevator pitch.”

The problem is, a pitch is about you.

An "EOS" is about belief.

An elevator pitch tries to impress. An EOS connects.

When you clearly articulate what you believe and why, it attracts people who think like you—and repels the ones who don’t.

It speeds up the sales cycle, builds trust, and puts you in control of your message.

My Turning Point

I didn’t always have clarity. For years, I chased business—any business. I’d take every call, try to book any auctino I could, pitch every prospect, and hope something would stick.

But chasing business rarely leads to growing business.

When I began developing my own World-Class EOS, everything shifted. I stopped trying to be everything to everyone and started communicating what I believe. And it worked.

Since adopting a clear, consistent EOS, I’ve generated millions of dollars in auction sales and am now consistently ranked the #1 Real Estate Auctioneer in the Greater Nashville market.

I don’t say that to brag—I say it because I’ve lived both sides of the story: the scattered, confusing early years… and the focused, confident years that followed.

That’s the power of clarity.

The Power of Belief Statements

People don’t buy services—they buy beliefs.

My own EOS starts with conviction:

“I believe the finest assets in the world are sold at auction—no exceptions. I believe sellers deserve certainty when selling their most valuable assets. I believe buyers deserve a fair opportunity to buy” "I believe owning real estate is the american dream, selling should not be a nightmare" "I believe the most fair way to buy or sell is at a properly advertised and conducted auction"

That simple shift—from explaining what I do to why I do it—opened doors I never imagined.

It allowed me to speak with confidence, attract higher-quality clients, and lead conversations instead of chasing them.

How to Build Your Own EOS

Crafting a world-class Explanation of Services takes time. You won’t build it in an afternoon—it’s a process of refining who you are, what you stand for, and how you serve.

Here’s the roadmap I learned from my business coach, Michael Burt:

1. Tell me what you believe.

   “I believe auctions deliver the fairest, fastest path to market value.”
   

2. Tell me why you believe it.

   “Because I’ve seen sellers lose money and time in traditional listings.”
   

3. Tell me what you actually do—simply.

   “I make selling simple and transparent by showing the market value in real time.”
   

4. Explain how you’re different.

   “Our process attracts qualified buyers, not tire-kickers.”
   

5. Cite examples of people you’ve helped.

   “We just sold a farm in Nolensville for 22% more than the seller’s expectation.”
   

6. Have a call to action.

   “If I could create that outcome for you, what would stop us from setting your sale date?”

When you can say all that with confidence and heart, you’re no longer just another auctioneer. You’re a professional with clarity—and that’s magnetic.

How to Say It Like a Pro

Coach Burt teaches a simple, repeatable framework:

“I believe…” “Because of that…” “What I really do is…” “You’d call me when…”

Here’s how it sounds for an auctioneer:

“I believe most sellers leave money on the table—not because they want to, but because they don’t understand how powerful a live auction can be. Because of that, I help property owners and nonprofits create competition that drives results. What I really do is turn assets and opportunities into cash—quickly, efficiently, and transparently. You’d call me when you need a sale with a firm date and a clear result.”

It’s confident, conversational, and unforgettable.

Final Thought

You can’t brand yourself until you have clarity about what you do.

You can’t lead with confidence until you can explain your value in one breath.

You’re not just an auctioneer. You’re a problem solver. A confidence creator. A transfer of energy. I’ve learned that the auctioneer who knows what they believe—and can say it with conviction—will never be overlooked again.

So the next time someone asks what you do, don’t fall into the commodity trap. Stand tall, speak your belief, and deliver your World-Class Explanation of Services.

That’s when the world starts listening.

About the Author

Jay Cash, “The Auctioneer” is a second-generation auctioneer and real estate broker based in Murfreesboro, Tennessee. A multiple-time NAA International Auctioneer Championship Finalist and National Marketing Award winner, Jay leads James R. Cash Auctions & Real Estate—serving clients across Middle Tennessee and beyond. He is known nationally for his high-energy real estate and benefit auctions and his passion for helping fellow auctioneers grow through clarity, confidence, and communication.