Selling equipment can be complex sometimes — but for tens of thousands of businesses around the world, it doesn’t have to be. At Ritchie Bros., a dedicated operations team works quietly behind the scenes, transforming what could be a stressful, time-consuming process into a smooth, fully managed experience — from the initial consultation to the final payout.
“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 provide an online platform service — we deliver a complete experience. Every sale is backed by a highly coordinated operational process — from the very first call to the moment proceeds are delivered, we handle everything. And that’s no small feat, as we successfully managed the sale of over 780,000 assets worldwide in 2024.”
Each customer journey begins with a clear goal: sell heavy equipment quickly, easily, and for the best possible return. What follows is a carefully orchestrated series of steps.
Once a seller decides to work with us, the local Ritchie Bros. Territory Manager works with the seller to assess the equipment to be sold and determines whether optional refurbishing may maximize value, following which the consignment agreement is completed. From there the process begins with delivery of the equipment to the Ritchie Bros. auction location—sometimes with the support of our optional transport facilitation service—, where it is securely stored at no cost until it is sold.
From there detailed equipment information is collected and pictures and videos are captured from each item of the Equipment in order to advertise it as auction lot(s) to a global audience.
The auction lots are promoted across Ritchie Bros.’ marketing channels, reaching potential buyers around the world. A tailored multi-channel campaign kicks off — reaching both local and an international audience. “Your equipment doesn’t just sit in a yard waiting for the auction day — it’s actively marketed to an international database” explains Duncan Ainscough, Head of International Sales at Ritchie Bros. “That global reach is what sets us apart and drives real results for our sellers.”
When the viewing days and auction day arrive, the Ritchie Bros. team manages everything, from auction site display, buyer & seller enquires, site security & safety and real-time execution to options for buyers to support with transport and export of their purchases.
Once the sale is complete, and the secure payment is collected, the equipment is released to the buyer, and the proceeds are remitted swiftly to the seller within 21 days after the sale. The process is supported by Ritchie Bros.‘ local expertise in title transfers, export procedures and documentation.
“It’s a comprehensive, all-inclusive model that gives our customers peace of mind,” explains Eshuis. “There are no hidden fees, no extra costs for appraisals, photos, or listings. Sellers don’t need to worry about a thing — even optional refurbishing and transport can be arranged for by us.”
The strength of Ritchie Bros.’ full-service model was recently demonstrated in the Middle East, where the Dubai operations team successfully managed a complex logistics project under tight time constraints. A consignor urgently needed to vacate a yard in the UAE and relocate 133 industrial items — including cranes, cabins, and various smaller equipment — to another Emirate within a strict one-week deadline due to an expiring lease.
The team quickly mobilized resources to deliver an end-to-end solution, coordinating dismantling crews, managing on-site contractors, crane services, and transportation while navigating regulatory requirements across Emirates. Several of the items qualified as abnormal loads, requiring special permits and nighttime police escorts under UAE transport regulations. Leveraging the established network and local regulatory knowledge, the team secured all permissions in record time and ensured smooth, compliant execution.
All the items were successfully dismantled, transported, and delivered to the Ritchie Bros. yard in Dubai within the deadline, enabling the consignor to avoid penalties and move forward with the sale of its equipment in the upcoming Dubai auction.
“This was a high-pressure situation that required speed, precision, and seamless coordination service to meet our customer’s needs. We brought together the right people, equipment, and expertise to deliver a comprehensive solution within an extremely tight timeframe. All necessary permissions were secured in record time to ensure the safe and compliant movement of oversized items. It’s a clear demonstration of the strength of our end-to-end service model,” says Shirin Bazargan, Regional Operations Manager at Ritchie Bros. in the UAE.
Ritchie Bros. journey doesn’t end with the auction— it continues long after “the hammer falls”.
“Our After Market Services are second to none,” adds Eshuis. “We continue to support sellers after the sale — from asset release and documentation to final settlement. It’s about closing the loop professionally and ensuring the seller experience is exceptional from start to finish.”
“We’re proud of the technology, we’re proud of 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 when selling equipment, complete this form to be contacted by the Ritchie Bros. sales team and explore the best options available. To browse equipment for sale, visit rbauction.com
