Auction Articles

This article first ran in the April 2005 issue of the Auctioneer.
Photos courtesy of the National Auctioneers Museum

J.P Gutelius, Livewire Auctioneer.
By Lynn M. Ward, Curator, National Auctioneers Museum

Col. J. P. Gutelius (pronounced go-tel-us) described himself as a livewire in his book High Lights on Auctioneering, written in 1922. His first auction was in 1890. He retired in 1922, with 32 years of experience on the block. He was a president of the International Association of Auctioneers (which was organized in 1904), a president for three terms of the Auctioneers Association of Oklahoma, and the President of the El Reno Auction School in El Reno, Oklahoma (established in 1915).

He observed while he was the president of the El Reno Auction School that auctioneers are born, not made. When he says “born,” he means “that he must be naturally a man of strong personality, good judgment, and very strong lung power. The profession must be fascinating to him, and he should be a live wire on general principles—clean and reliable.” Although he uses the terms “he” and “him,” Gutelius was a strong advocate for women auctioneers and says: “It is an open field, and it won't be long until lady auctioneers will be in evidence in all the towns and cities of the country.”

High Lights on Auctioneering was written by Gutelius so that he could “give the man who has an auction bee buzzing in his bonnet the shortest route to the auction block.” He provides examples of several opening talks for different kinds of public sales (including an example for a woman auctioneer) that can be used in a sale at almost any place with only slight changes. He gives examples of “a short talk for sale of a piano,” an opening talk for “selling a grain binder at farm sale,” “an opening talk for a street sale,” and talks for “a book sale” and “an important furniture sale," among many, many others.

His description of “A Real Automobile Auction Sale,” not only gives us a glimpse of life in the early 1920's, but also illustrates Gutelius strong integrity:

A Real Automobile Auction Sale

Ladies and Gentlemen:

If the next twenty years have as many surprises in store for us, in the way of modern improvements through Yankee genius and invention of machinery, motive power, light and transportation, the dreamers of the past, if they could come back today, would realize the reality of their dreams. Distance was measured in miles; today it is measured in time.

What do I mean? Let me explain. If your business is thirty miles away from home, the benzine [gasoline] wagons, like the ones we sell today, bring it within a few minutes of the door, so that the distance is not considered; it is only a joy ride. So we accept this wonderful necessity that is only in line with advanced civilization. The livery barns are a thing of the past, from the fact that money is the cheapest thing on earth, and time is the most valuable, for the reason that time to you is only the duration of your life. If you know of some money that is waiting for you, you must move today, for if you don't your competitor will have the grapes.

Again, if you are doing business with the general public, how can you meet competition without a machine?

Now then, if we can sell you a good machine, when I say good, I mean a machine that we can not only recommend, but a machine that after you purchase the same, we take you out on the road and should you find anything out of order, and not as represented, the sale is off. I realize that it behooves you to know whether it has the dependability. There are many standard machines, and I am glad to tell you that this is one of them.

In the first place, we have a splendid engine. Powerful, flexible motor that will pull you anywhere. It is built for strength and wear. Reliable brakes, choice material, and solid construction down to the smallest detail.If you don't feel disposed to pay the price of a new one, then buy this one, and we will go out and prove it.

The terms of the sale are as follows: etc.

(After the sample speech, Gutelius gives a note to the auctioneer)

There are a great many fake auto sales. In the first place, they try to doctor up an old, wornout machine with a little paint and a few new fixtures and if possible palm it off for a machine that will give good service, when it should have been dumped on the scrap pile.

A real clean and reliable auto exchange, where good second hand machines are handled by reliable parties, is one of the best investments you can find for the capital invested.

There are many men who are able to buy a new machine when the one on hand is a little out of date and yet the engine and all parts are first class. One good coat of varnish will bring back the luster and you have a first class machine, and the country is full of them. If you establish a place where the people know they will get a square deal you will have more business than you can take care of. When you have built up a reputation you are ready for the auction sales, and they will go like hot cakes.

Nothing is more disgusting and unsatisfactory, to the dealer as well as the buyer, than a wornout or wrecked automobile. Never touch them.

Gutelius was a live wire auctioneer. He worked hard to promote the Auction Method of Marketing and to help develop the skills of aspiring auctioneers in his day. At the National Auctioneers Museum , we are committed to documenting Gutelius and live wire auctioneers like him. If anyone has information and/or artifacts related to Gutelius' auction career or the El Reno Auction School, please contact the National Auctioneers Museum.