Online bull sales are becoming increasingly popular, but what are the risks and benefits of forgoing the traditional sale atmosphere?
Casey Fanta, seedstock manager at Wulf Cattle, has been hosting 100% online bull sales for five years. He says several key actions are necessary for seedstock suppliers to make this format successful.
“We started leaning into 100% online bull sales during COVID,” Fanta says. Like many, they didn’t want to create safety concerns for their customers. “We had always had an online component to our sales — this was just a new level.”
They chose to continue the fully online format because of the customer interaction it fostered prior to the sale.
“Online sales allowed us to talk to our customers more directly,” Fanta says.
Wulf Cattle Co. feeds out many of their customers’ cattle, creating communication throughout the year and offering valuable feedback for genetic selection.
“We know the carcass results from the bloodlines we are producing. We have a history on those cattle and share that with them,” he says.
To maintain a personal connection, the company hosts an open house where ranchers can enjoy a meal, view the bulls, listen to a short program, and receive individualized support in selecting genetics.
The open house helps compensate for the in-person atmosphere of a traditional sale.
“We like the camaraderie of a traditional bull sale, but a lot of those customers only show up an hour before the sale,” Fanta says. “We would rather spend more time with them individually to help them find the bulls they need.”
Customer support for the online format has been stronger than expected.
“As time went on, the same customers who had animosity toward it early became the ones who liked it the most,” Fanta says.
It also proved appealing to long-distance buyers.
“To some extent, I think people who are farther away feel like they are on a level playing field,” he says.
In terms of cost, it may or may not differ depending on the method and the level of customer outreach beforehand.
“Input costs probably aren’t a whole lot different because we still have the open house and pay an auctioneer,” Fanta says.
Hosting a bull sale entirely online might not be for everyone, but it can be beneficial for some operations.
“I think for the most part it has been a positive change, and we do a better job placing bulls in the right programs,” Fanta says. “As a breeder, you have to make the commitment to connect with your customers before the sale and during the open house.”
Listen to the full conversation on the Casual Cattle Conversations podcast.
