You agree to sell no later than a specified date. You may sell to anyone at any price and at anytime prior to your specified date. You are only promising that you will actually sell. Because it works. It works better than anything else you will ever try.
Buyers come from everywhere when they believe they can buy cheaply through a no reserve auction.
Your commitment to no reserve is what makes it happen. Not only that, an auction by definition, virtually guarantees a sale. You will then be notified concerning marketing materials and other general instructions. You may sell to anyone and at any price prior to the date you set. You are only promising that you will actually sell everything no later than this date.