International Door & Operator Industry

JAN-FEB 2018

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

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Page 77 of 142

V O L U M E 5 1 I S S U E 1 F E B R U A R Y 2 0 1 8 75 75 V O L U M E 5 1 I S S U E 1 F E B R U A R Y 2 0 1 8 There is good news and bad news about the ever- rebounding economy. The good news: there's plenty of demand for garage doors and service from all residential and commercial segments so most dealers' sales are going gangbusters. The bad news: "I can't find enough qualified people to get the work done" is the #1 challenge I hear from door dealers. The imbalance that exists between customer demand and production prevents dealers from growing sales, gaining market share and ultimately missing out on greater profit. This is not a new problem. During my 33 years (1978- 2011) as a dealer finding installers was always tough. It's a unique position and was never easy to advertise for. Back then we would place what seemed like very pricey classified ads in the newspaper and hope for the best. Most of the time it failed to attract installers with prior experience but at least we usually attracted people that enough mechanical skills and could be trained from scratch. But today, things are even more difficult. Traditional ways of employment advertising no longer seem to work. The days of placing a classified ad and hoping for the best has gotten even more expensive and even less effective. I wish I could give you the perfect solution to this problem but that's not possible. Recruiting new talent requires more time, effort and creativity on the dealer's part. Getting in front of the type of people you want to hire is the trick. Basically, you must fish where the fish are biting and that's not in the newspaper anymore. So, where are they? SALES&MARKETING HIRING SECRET: Fish Where They're Biting By Dan Apple, President of The Apple Group LLC Continued on page 76

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