Dale McPherson never set foot into an auctioneering school classroom. Since 1949, he has been self-taught. When he was young and his siblings and him would do chores, they would pretend to auction the calves. As a teenager, Dale was asked to help at a huge horse sale one weekend, which drew a significantly large crowd. From then on, Dale McPherson has loved auctioneering.
Dale was a founding member of the South Dakota Auctioneer’s Association and held every office on the board. He’s also past Director of the National Auctioneer’s Association and in 1969 was the South Dakota State Champion Livestock Auctioneer. His wife, Dorothy, was the clerk for the auction business for almost 60 years. She would write down all the details for each auction, which turned out to be a key part of our success. McPherson Auction & Reality feels their open-mindedness, experience, marketing efforts to their sellers and risk taking are what set them apart from other auction companies.
“The biggest thing we have noticed is people resist change. Especially with online but once people try it and figure it out, they realize it is easier. At first, dad [Dale] and myself [Kevin], we were so used to auctioneering and nervous to give up control going to online auctions. We would have never thought that by evolving to online would expand our business so much. We can have an auction in Sturgis but reach and sell to people in Sioux Falls and Aberdeen. Online has really helped.” McPherson Auction & Reality also believes in being active in the community. “You need to give back. We do a lot of fundraisers, spearhead Kool Deadwood Nights and active with the Chamber.” Millions of dollars have been raised for non-profits from 4-H to Duck’s Unlimited, SD Youth Hunting, Fair and Stock Shows. They’ve also participated in the Winter Storm Atlas, which was a benefit auction to help area farmers, ranchers and the community to get back on their feet.
Dale will be 91 in October and when he started, there was no sound system available yet. Each venue came with its own challenges. Now with technology and speaker systems, that has been a huge change. “If dad can figure it out and adapt, we can too” said Kevin. McPherson Auction & Reality takes great pride in their work. The people they’ve met and helped are what keep them passionate about what they do. But at the end of the day, it’s still about building relationships with sellers and doing what’s in their best interest. They care about each of their sellers, and want to do as much as they can the best care for everyone they encounter.