What’s Included in Sale Information?

When creating a sale catalog or mailer it’s common to include sale information; ranging from sale information details, sale day contacts, terms and conditions to accommodations. Below is an overview of sale information we’ve found helpful to have in your sale printed material.

Sale Day Contacts - A listing of phone numbers for representatives that will be at the sale to answer questions about the offering or help with over-the-phone bidding. Common sale day contacts include: owner or consignors of the sale cattle, sale management, ring staff, publication representatives, etc. Include their name, followed by their role/title and their phone number.

Auctioneer - You can list the name and phone number of the auctioneer under their own heading or include in sale day contacts.

Insurance - Another helpful contact to include for your buyers to have an option to purchase insurance on the livestock they purchase at your sale.

Trucking - When it comes to trucking there are a lot of options you may be offering to your customers. You may include names and phone numbers of reliable trucking available or make a statement, “We will help you find reliable trucking for cattle sold throughout the US.” Or you may be offering to keep the cattle on feed for a few more months and instead need to state, “Delivery (of bulls) is free of charge to (locations/states/surrounding states). Delivery will begin (date).”

Sale Schedule - Having a schedule for the days leading up to and on sale day helps communicate when cattle will be on display, social events you’re planning for your guests (such as dinner or lunch) and when the sale begins.

Sale Location - Provide the full address of the sale location or GPS address if necessary. It’s also common to include a small map or written directions to help find the sale location.

Liability - “All persons who attend the sale do so at their own risk. (Owner’s name, breeders, sale manager) and (sale location name, if not on the farm/ranch) assumes no liability, legal or otherwise, for any accidents which may occur.” Or another common statement, “Anyone attending the sale attends at their own risk. (Ranch name) will not be responsible for any personal injury of individuals for attending this sale.”

Absentee Bidding - Include contacts solely responsible for in-person phone bidding and/or include information for online bidding options you’ve made available to your buyers.

Terms and Conditions - If selling registered seedstock cattle it’s most common to make the statement, “Cattle will sell under the Terms and Conditions as recommended by the (American Angus Association, American Hereford Association, American Simmental Association, etc.).” If there are additional terms or language you want to change be sure to print it clearly for buyers to reference.

Guarantee - If you guarantee the bulls you’re selling to breed for one breeding season or additional conditions not covered in your breed Terms and Conditions statement, be sure to include those unique statements here.

Retained Interest - Most common in bull sales, but can also be used in female sales is to make a blanket statement of retained interest in all animals selling. For example a statement such as, “(Ranch name) will be retaining one-third revenue sharing interest in every bull selling in the sale. Full possession and salvage value sells on all bulls.” Find and tweak a statement that works best for your operation.

Supplemental Information - Include a statement if additional information such as scrotal measurements, carcass scan information, breeding soundness exam results, additional pregnancy checking information will be available on sale day. This will notify your buyers that additional information will be available to help them make their buying decisions.

Accommodations - Some sale visitors may not be familiar with the area of the sale location and find it helpful to have recommendations for local accommodations. Include area hotels with their address and phone number, you could also offer room block rates for your guests.

Bull Development/Heifer Development - If you’re offering further development of some or all of your sale offering make a clear statement of what that entails. For example, “All bulls will be wintered free of charge until (date) at (location). If you choose to leave your bulls past (date) feeding arrangements can be made at the buyer’s expense. We recommend if you choose to leave your bulls at the ranch to purchase insurance.”

Herd Health - What’s your herd health protocols? Breeders can typically include what calves are given at birth, weaning, yearling, pre-breeding (on heifers), etc.

Feed and Nutrition - If your cattle are being developed on a ration that’s unique you may want to elaborate on how you’re developing your cattle. This also provides opportunity if people are looking at a lot of sale cattle in a short amount of time to consider the way your cattle are being developed compared to some of your competitors.

Breeding Soundness Exams - If your bulls have completed and passed their breeding soundness exams prior to the sale, include the date performed and the veterinarian’s name. Or if breeding soundness exams will be performed after the sale state they’ll be tested by (veterinarian’s name), prior to delivery.

Sale Procedure - If your sale will be held in a different format than most consider including the details of how the sale will be different so your buyers know what to expect. Will the sale be held in catalog order or maybe you’re holding a bid-board sale and will have cattle available at a base price.

Announcements - Include a statement such as, “All announcements made sale day will take precedence over printed material.”

Sale Registration and Payment - Keep in mind some of your sale visitors may never have attended a sale with your particular choice of format. Make it clear how buyers should register for a buyers number and what payment options (cash, check, credit card, etc.) are available. You may also want to make clear that animals cannot leave the sale location until paid in full or registration papers won’t be transferred until full payment is received.