Blog

You’re Hired!

There’s much to gain from collaboration with peers, especially through a respected trade association, says Tad Dunville, director of corporate development at Ace World Companies.

Like a lot of stories, this one starts with a boy looking up to his grandfather.

I’m a fourth generation crane guy and I always recollect a tale my father, Larry Dunville, used to tell me about when his father (my grandfather) was teaching him about cranes. My grandfather plucked a made-up spec for a crane out of the air and asked Larry to come up with a proposal. My grandfather immediately wrote down his costs on a scrap of paper and stuffed it in his top pocket, while Larry went away to look at his books, do his research and price up the job.

Days later when my father had crunched the numbers they compared prices and there was only $500 between the two. I can imagine my father’s reaction having put in all that work researching the building, application and duty cycles, etc. But that’s what experience can do. It also proved that Larry was on the right track and, true enough, he followed in his forefathers’ footsteps into the crane industry where he became a successful business owner, respected consultant, thought leader and now executive director of the Crane Certification Association of America (CCAA). I have big shoes to fill.

Trade-off

CCAA, or trade associations more generally, are the subject of this blog. I wrote it to give people an insight into the mechanics of a trade group and urge readers to get more out of the associations that represent their products and industry sectors. It is targeted both at those who don’t participate in trade association activity and those who already do but perhaps approach it with the wrong mindset and consequently waste opportunities to raise the profile of their employers and enhance their own careers.

I reject many of the criticisms that are leveled at trade associations. People like to take a shot at them, maybe because they’re an easy target. They say membership dues are too expensive; they influence progress too slowly; competitive companies don’t share anything with each other; there isn’t the time to participate; and so on. However, these aren’t problems with trade associations per se, they’re misconceptions or examples of bad practice on behalf of the association, membership base or industry sector.

A good trade association delivers return on membership that justifies the time and economic cost many times over; it advances an industry and its member companies; and it promotes sharing of information. Further, a world-class trade group produces standards that enhance safety and profitability; prepares an industry for change; leads legislation; and much more. Take the networking opportunities that come out of functions and events as a bonus, not as their primary purpose as some suggest.

Rising up

Most companies work in a competitive environment. Some salespeople might even mislead purchasing decision makers and claim they are equipped or qualified beyond what is actually the case. After all, we all make big yellow cranes and everyone can say they’ve installed a state-of-the-art one in a landmark facility. Google most crane companies and they’ll practically be inseparable from this standpoint. However, a persona quickly fades during an in-depth sales process or, worse, once an order has been placed or equipment has been installed.

Quality companies don’t operate like that. At my employer, Ace World Companies, a manufacturer of overhead cranes and hoists, the safety of our people and the personnel of our customers are of paramount importance. Not far behind that is the productivity advantages that can be experienced by applying our equipment to lifting scenarios. Thus, it’s crucial that our cranes and hoists are manufactured with the demands of the application in mind and introduced to market by professionals that understand them. Hold that thought and I’ll explain why that’s relevant.

Ace is a member of a number of trade associations—CCAA, Material Handling Industry (MHI) and Port Equipment Manufacturers Association (PEMA) are just a few. I was recently nominated to the CCAA board where I’m honored to serve as chair of the membership program and contribute to conference planning. Ace’s customers indirectly benefit and yours could too.

Top table

Imagine the knowledge to be gained by regularly sitting around a table with world-class engineers, OSHA professionals and others with degrees and widespread recognition for their academic prowess. Smart business owners get involved in this activity and want their leading employees to join them. It’s narrow minded to cite time and money as reasons not to participate (unless there are genuine budget / staffing issues, which must be respected).

To stand a chance, however, business owners, CEOs, COOs, CFOs, etc. need to understand the value of ‘losing’ staff to meetings and events during business hours. The astute ones know they also get a lot back.

To really capitalize, it’s important to choose the right trade association that adds value to a company or the employees that will participate. A crane inspection or maintenance professional will get a lot out of CCAA, for example, while the CEO of a national company might be better advised to participate in MHI. In your sector, research the associations; speak to members and select where membership dues will deliver the best return.

Learning curve

Young professionals (I still consider myself to be one) in particular should get involved. I’ve learnt so much from CCAA, which regularly puts me in a room with crane guys who are 30 or 40 years older than me. It’s fascinating to hear them tackle the matters of the day. In turn, I offer them a perspective that perhaps wouldn’t have otherwise been considered. Even when the agenda is covering procedural activities, such as conference planning, I find myself learning things all the time. Indirectly, my career, my employer and its customers are gaining too.

I don’t compare myself to my father but my career is certainly closer to his at a similar age because of my involvement with trade associations. It’s also been tremendously rewarding from the standpoint that I’ve been able to put a lot back into the industry. As we look to grow CCAA’s membership, engage more academic professionals in our work and produce more thought leading content, our aim is to make the association an even greater tool and resource for the next generation. Tackling the skilled labor shortage in North America is a long-term objective.

Are you missing a valuable opportunity by not giving trade associations that serve your industry a chance?

Tad Dunville
Director of Corporate Development, Ace World Companies
Vice Chair of Membership, Crane Certification Association of America