BROOKINGS, S.D. – There’s plenty to learn about raising them.
But how do you go about selling them?
South Dakota State University (SDSU) held its 32nd annual bull sale, giving students in the seedstock merchandising class a unique opportunity to learn the ropes of running a livestock auction.
Cheyenne Hulstein, a senior animal science student, saw the class as a chance to gain practical knowledge beyond her experience on a cow-calf operation. “I wanted to learn how to put on a sale, evaluate bulls, and understand what buyers look for,” she explained.
While university staff managed the 34 Angus and Sim-Angus bulls, Hulstein and her 13 classmates actively participated in promoting the sale throughout the semester. Their tasks included creating the sale catalog, advertising, filming bull videos, setting up the venue, and assisting customers during the event.
Derrick Goldammer, another senior, highlighted the importance of creating an appealing catalog and videos to attract buyers. “We learned about the customer service aspect too, including food service and hospitality,” he said. His team focused on preparing sale notes and interacting with producers to match them with the right bulls for their needs.
“Customer service is crucial,” Goldammer emphasized. “Understanding what producers are looking for and having honest conversations are essential in any industry.”
The SDSU sale has a unique format. Interested buyers submit bidder cards beforehand, and the sale order is based on the number of bids for each bull. Only those who expressed interest in a specific bull can participate in its auction.
Mitchell Kaul, a senior from Minnesota, appreciated the opportunity to gain a new perspective. “I’ve been to bull sales, but never helped run one,” he said. “This experience taught me the steps involved and the communication skills needed to interact with producers. I also learned how to interpret expected progeny differences and understand what traits buyers value in bulls.”
Professor Cody Wright, who leads the seedstock merchandising class, believes the skills developed go beyond livestock marketing. “Communication is key, and this class provides a platform for students to hone those skills,” he explained. “The course is designed for hands-on learning. Students are involved in the entire process, making it a valuable and enjoyable experience.”
By participating in the bull sale, these students gained practical experience in promoting and running a livestock auction. These transferable skills will be valuable assets in their future careers, regardless of their chosen path.
