The hidden engine behind heavy equipment sales: How more than 780,000 machines are sold seamlessly 

Ritchie Bros. delivers an all-encompassing experience and a complete operation behind every sale. 

Selling equipment can sometimes be complicated - but for tens of thousands of companies around the world, the opposite is true. At Ritchie Bros. a dedicated operations team works quietly behind the scenes to ensure a smooth, fully managed experience. This transforms a potentially stressful and time-consuming process into a smooth experience - from initial consultation to final disbursement. 

"People often think of us as 'just' an auction company." says Shane Eshuis, Vice President of Operations at Ritchie Bros. "But what many don't realize is that we are much more than that: we don't just offer an online platform for heavy equipment-we deliver a complete experience. Every sale is supported by a highly coordinated operational process-from the very first phone call to when the proceeds are paid, we take care of everything. And that's no small feat, having successfully coordinated the sale of more than 780,000 lots worldwide by 2024." 

Every customer journey begins with a clear goal: to sell machines quickly, easily and for the best possible return. What follows is a carefully coordinated series of steps. 

Once a seller decides to work with us, the local Ritchie Bros. Territory Manger works with the seller to evaluate the equipment to be sold and determine if optional refurbishing can maximize the value, after which the consignment agreement is drawn. From there, the process begins with the delivery of the machines to the Ritchie Bros. auction location - sometimes with the support of our optional transportation service - where it is safely stored at no additional cost until it is sold. 

From there detailed information about the equipment collected and are photos and videos made of each part of the machine to then advertise them as auction lot(s) to a worldwide audience. 

Auction lots are promoted through Ritchie Bros. marketing channels and reach potential buyers around the world. A customized multi-channel marketing campaign begins and reaches both local and international audiences. "Your equipment is not just sitting in a yard waiting for auction day - it is actively marketed and seen by an international database." explains Duncan, Head of International Sales at Ritchie Bros., from. "That global reach is what sets us apart and produces real results for our salespeople." 

When viewing days and auction day arrive, the Ritchie Bros. team manages everything from tidying up displaying the items at the auction site, questions from buyers and sellers, security and safety at the site to services for buyers regarding transportation support and the export of their purchases. 

Once the sale is completed and the safe payment has been collected, the equipment released to the buyer and the proceeds quickly transferred to seller within 21 days of auction. The process is supported by Ritchie Bros.'s local expertise in ownership transfers, export procedures and documentation. 

"It's a comprehensive, all-inclusive model that gives our clients peace of mind," Eshuis explains. "There are no hidden costs, no extra fees for appraisals, photos or marketing. Sellers don't have to worry about anything - even optional refurbishing and transportation can be arranged by us." 

The power of Ritchie Bros.' full-service model was recently demonstrated in the Middle East, where it operational team in Dubai successfully managed a complex logistics project under tight time constraints. A shipper urgently needed to clear a yard in the UAE and move 133 industrial items - including cranes, cabs and various smaller items - to another emirate within a strict one-week deadline because of an expiring lease agreement. 

The team quickly mobilized all resources to deliver an end-to-end solution; they coordinated dismantling crews, managed on-site contractors, crane services and transportation while navigating Emirates legal requirements. Several items qualified as abnormal loads, requiring special permits and overnight police escorts according to UAE transportation regulations. Leveraging its existing network and knowledge of local regulations, the team secured all permits in record time and ensured smooth, compliant execution. 

All items were successfully disassembled, transported and delivered to the Ritchie Bros. location in Dubai by the deadline, allowing the consignor to avoid penalties and proceed with the sale of its equipment at the upcoming Dubai auction. 

"This was a high-pressure situation that required speed, precision and seamless coordination to meet our client's needs. We brought together the right people, materials and expertise to deliver a comprehensive solution within an extremely tight timeframe. All necessary approvals were obtained in record time to ensure the safe and compliant movement of oversized objects. It is a clear testament to the strength of our end-to-end service model," says Shirin Bazargan, Regional Operations Manager at Ritchie Bros. in the UAE. 

The Ritchie Bros. journey does not end at the auction, but continues long after "the hammer has fallen."  

"Our After Market Services are second to none," adds Eshuis. "We continue to support sellers after the sale - from release of equipment and documentation to final settlement. It's about closing the loop professionally and making sure the seller's experience is exceptional from start to finish." 

"We pride ourselves on the technology, we pride ourselves on the auction experience," says Eshuis. "But what really makes the difference is our people, our service and the peace of mind we deliver. That's the Ritchie Bros. way." 

For more information about our end-to-end support in selling equipment, fill out this form to be contacted by the Ritchie Bros. sales team and explore the best options available. Visit rbauction.co.uk to browse the range of equipment for sale.