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@ Work: Greg MacDoniels

Company: Fix Your Lift
Title: Founder
Years on Job: 2

I started Fix Your Lift in the summer of 2016. Fix Your Lift is a software company designed to drive new streams of revenue for material handling dealers by linking customer opportunities directly to dealers for sales conversion. This is a hot topic in the industry right now. MHEDA’s Critical Impact Factor Number 5 says, “With the changing buying patterns including online research and purchasing, it is imperative that distributors understand, embrace and implement an electronic B2B strategy i.e. e-commerce, digital marketing, SEO, etc.” Fix Your Lift software provides dealers a method to attract, convert, schedule and manage new customers including payment to the dealer. Fix Your Lift also aggregates the transactional data enabling both customer and dealer to maintain detailed records of assets, repair history and other pertinent information.

Entrepreneurship

I have always had ambitions of working for myself. I have had spectacular experience with some of the best brands and organizations in the world and felt it was time for me to take the necessary steps to do ultimately what I set out to do when I started my career. My days are extremely busy. I am being pulled in multiple directions as I am the sole owner/employee of the company while balancing work I have with contracted agencies. I would also consider myself a “janitor” at times with having to wear multiple hats to get things done. Problem solving and time management are the most important components of a business of my size.

Industry Experience

I have been around the industry for a while now as I have relatives who work in it. I started my career in Consulting and Finance at Deloitte & Touché and then transitioned to selling beer at Anheuser-Busch. Most recently I was Director of Sales for our convenience division of the business in the United States. A mentor of mine through the years has been Jon Baker, an industry expert. He has spoken to some of the needs in the industry and I approached him about Fix Your Lift and he agreed that there would be significant value to the dealers in this industry.

Spreading the Word

The biggest challenge I’ve had so far is spreading the word about the opportunity for new revenue streams by leveraging my software. This industry is spectacular in the fact that it is a tight community. Everyone knows everyone. However, I have found it difficult to get the time to present to dealers about the opportunities my software provides. I have significant experience in other industries, specifically CPG and I bring new and innovative ideas to the table that will benefit both the dealer and consumer. I will be present at MHEDA events looking forward and eager to present the value Fix Your Lift can offer to fellow MHEDA members.

Keep Moving Forward

You have to continue to grind out every day no matter what is thrown your way. It is extremely easy to get down when you only rely on yourself for the business; however, a key attribute is spinning anything that seems negative into a positive. You always have to be learning and pivoting with feedback you receive or you will ultimately fail. Further, I also believe that bringing innovative ideas, such as the software Fix Your Lift provides, will ultimately make everyone more efficient and effective in their day-to-day business. I have experience working with some of the largest brands in the world and that knowledge and experience translates well to this industry.