The Hidden Engine Behind 780,000 Equipment Sales

Selling heavy equipment isn’t always a walk in the park. For many businesses, it’s fraught with logistical challenges, regulatory hurdles, and a labyrinth of moving parts. But for over 780,000 assets sold globally in 2024 alone, one name kept things running like clockwork: Ritchie Bros.

While most know Ritchie Bros. as an auction powerhouse, there’s a lot more to the story. Beneath the surface lies a well-oiled operations machine that quietly but efficiently transforms a potentially complex sales process into a seamless, worry-free experience for thousands of sellers around the world.

“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 realise 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.”

Selling Made Simple

Every seller starts with the same goal in mind: sell equipment quickly, easily, and for the best return. What follows is a highly structured and collaborative process, involving a team that understands the intricacies of heavy equipment sales better than most.

It begins with the local Territory Manager evaluating the equipment and exploring ways to boost its value. Optional refurbishment can be proposed if it adds to the final price. After the consignment agreement is wrapped up, equipment is transported — sometimes with Ritchie Bros.’ help — to a secure auction location where it sits safely until the hammer falls.

From there, the gear gets the full treatment: photographed, filmed, catalogued, and listed with precision. Nothing is left to chance.

Global Exposure at Scale

Once listed, each auction lot is promoted through an expansive and targeted global campaign.

“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. With Ritchie Bros.’ multi-channel marketing approach, assets are put in front of thousands of qualified buyers across borders and time zones.

This outreach is what gives Ritchie Bros. the edge. Through digital campaigns, email marketing, social media, and direct outreach to previous buyers, the equipment gets unparalleled exposure. The result? Higher bids and quicker sales.

Handling the Heavy Lifting

When auction day rolls around, sellers can rest easy. The operations team takes care of everything on site: display preparation, safety, security, buyer queries, and even logistical support for those looking to transport their purchases abroad.

Once a sale is finalised, Ritchie Bros. ensures secure payment collection and handles all legalities, including title transfers and export documentation. Within 21 days, the seller receives their proceeds — no fuss, no delays.

“It’s a comprehensive, all-inclusive model that gives our customers peace of mind,” notes 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.”

Boots on the Ground

The operational prowess of Ritchie Bros. isn’t just theoretical. In the UAE, a recent challenge put the system to the test. A seller urgently needed to clear a site in Dubai, moving 133 industrial items — from cranes to cabins — in just one week due to an expiring lease.

That’s where the Dubai operations team stepped in. Mobilising at lightning speed, they coordinated everything from dismantling and crane services to contractor management and cross-Emirate transport. With several abnormal loads in the mix, permits and night-time police escorts were secured under local transport law.

“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,” says Shirin Bazargan, Regional Operations Manager for the UAE.

Everything made it to the Dubai yard in time, avoiding penalties and setting the stage for a successful sale at the next auction.

Beyond the Auction

The journey with Ritchie Bros. doesn’t stop when the final gavel strikes. Their After Market Services team steps in to manage asset release, documentation, and settlement with military precision.

“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,” Eshuis adds.

At its core, the company’s strength lies not just in the platform or the tech, but in the people powering it all. This holistic approach, backed by decades of expertise, ensures that sellers not only reach global buyers but also enjoy a frictionless experience.

“We’re proud of the technology, we’re proud of the auction experience,” concludes 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.”

Why It Matters

In a world where global supply chains are still shaky and asset values fluctuate rapidly, having a trusted partner like Ritchie Bros. becomes a strategic advantage. For sellers, it means fewer headaches, quicker turnaround, and higher returns.

And for buyers? They know they’re bidding on equipment that’s been properly represented, fairly appraised, and legally processed — which is just as important in maintaining trust in the system.

A Model That Delivers

From mining to construction and energy to agriculture, Ritchie Bros. continues to reshape how businesses buy and sell their heavy assets. Their ability to move swiftly, operate globally, and support clients locally cements their reputation as a key player in asset disposition.

What might look like a simple auction on the surface is, in reality, a highly choreographed operation supported by seasoned professionals. And as the numbers suggest, it works.

Building Confidence, One Sale at a Time

For businesses ready to offload equipment or expand their fleet, having the right partner can make all the difference. Ritchie Bros. proves that when expertise meets operational excellence, sellers win.