CARY, N.C. -

Editor's Note: This is a special online preview, available only to CMG Premium subscribers, of Auto Remarketing's upcoming special print edition for the NAAA Convention. The excerpt below is Part I of the feature. Stay tuned for Part II.

Tricia Heon is no stranger to the auto auction industry, nor is the industry a stranger to her. 

But while the National Auto Auction Association’s central mission doesn’t change as Heon embarks on her new role as its chief executive officer, she will look at those objectives “through a fresh lens.”

Heon was named CEO of NAAA in July, replacing Frank Hackett, who retired from that role after 17 years in the position.

Heon, previously NAAA’s chief operating officer, is the first woman CEO in NAAA’s 73-year history.

She has been with NAAA since 2011, when she joined as legislative director and operations manager, and became COO in 2019.

As Heon began her tenure as CEO this summer, one of the short-term to-do items was working with the board to build a strategic plan for NAAA.

“We’re in a 21st century, post-pandemic world. We’re definitely looking to capitalize on the digital transformation that the industry went through during the pandemic,” Heon said in an August interview with Auto Remarketing. 

“I’m looking at expanding the education and training opportunities for our members, expanding the advocacy program. We need to be the leading, strong voice for the industry,” Heon said. “(We’re) also looking at developing the next generation of operators. 

“We always will respect our past. But also embrace that fresh perspective in the industry. It’s very important for the industry’s growth. But mostly, my mission is going to be ‘how can I serve the membership better?’” she said “And always keeping that in mind, daily. And that’s what I do here with our staff — making sure that we’re remembering that, daily, that’s our mission. It’s just an honor to advocate for this industry.”

Heon is planning for in-person auction visits this fall, and has already met with NAAA president-elect Charles Nichols and vice president Garrison Hudkins for a two-day planning session and to get feedback. 

“I’m focusing on staff needs, doing a lot of member outreach. The job’s not just planning and analysis; it’s really the people,” Heon said. “The people that make up our membership, they’re just wonderful. It’s been great to connect with them. And I’m just evaluating how I can work more efficiently and better to serve the industry.”

NAAA and current president Julie Picard have launched “virtual auction visits” as a means to connect and communicate with member auctions during the pandemic, and Heon said the plan is to continue those.

“It’s a conversation. And every conversation tells us the same thing: send me cars, send me people. So that is without a doubt, the biggest need that the auctions have right now,” Heon said.

“Obviously, you hear it every day about … the vehicle shortage, the supply chain breakdown. It’s the biggest worry that people have right now. And also, just the people. We need people. We need good talent that wants to come work in the industry.”

Regarding the talent piece, NAAA has experimented with a “Coffee Chat Series” that aims to develop current mid-level management leaders in the auction industry. 

The goal is to recognize that existing talent with the auction industry and have NAAA act as a resource for them. 

So, it’s not so much recruitment as it is nurturing existing leaders with the auction business. 

“I like that to make that introduction. So, I’m really trying to reach out to the mid-level management that we have in the industry,” Heon said. “I wouldn’t say we’re looking for future leaders outside of the industry from the association level at this time, but trying to foster that talent we have and help develop it.”

Role of brick-and-mortar auction

The wholesale vehicle industry has been moving further digitally for years, but the pandemic certainly accelerated that shift. 

In addition to relatively new only-only entrants (and more established players with decades in digital auctions), the traditional auto auctions are blending both physical, in-person offerings with digital technologies and online sales. 

In short, they’ve adapted.

So where does Heon see brick-and-mortar auctions five, 10 years from now? 

“The brick-and-mortar auctions, they’re always going to be around. It doesn’t mean they’ll operate as they did in the 20th century. They have to keep up with the modern world, but auctions, they’ve displayed how adaptable they are,” Heon said.

“Since NAAA was founded, we’ve represented brick-and-mortar auctions … Brick and mortar operates with the best of traditional, while integrating the best of technology to be the best business they can and serve the customer better than ever,” she said. “And that’s really been proven through the pandemic … we’re really pleased with how the auctions have adapted, really to serve the customer, I believe, better than ever. 

“The brick-and-mortar auction is a place to bring everyone together. All in one place, much like what we miss so much from our conventions. They provide service and it keeps the customer up, also, with the change,” Heon said. “It’s a big benefit to the customer to be able to come to our brick-and-mortar place of business.”

Stay tuned for Part II of this feature.