DAS in Disguise: What’s An Opener Cost?

© 2001 Door & Access Systems
Publish Date: Fall 2001
Author: Tom Wadsworth
Pages 38

DAS in Disguise

What’s An Opener Cost?

In this undercover mission, we wanted to see how different door dealers handled the common phone call question, “What’s an opener cost?” Our objective: To see how much helpful information they offered about the product and about the hazards of self-installation.

We called three dealers at random, one each in New Jersey, Kansas, and Idaho. No one was pushy, and each said they could install in an hour and a half. Their prices varied widely, and ironically, the most expensive dealer was the least helpful, and the least expensive was the most helpful.

New Jersey: A male (the owner?) answered in a friendly manner. But he then transferred us to “the right people.” The next voice was a female who was abrupt and offered little information.

Kansas: A male answered, was quite friendly, and offered good basic information. We appreciated the precision of noting the price “plus tax.”

Idaho: This dealer offered so much helpful information, we had to slow him down. His attitude and information were outstanding. We wondered, however, about these statements: “It costs about $240” and “When we install, we provide all the warranties.”

The results:

PRODUCT DETAILS OFFERED

New Jersey
Chain vs. Belt

Kansas
Chain vs. Belt
Horsepower
Warranties
Photo-eyes
Manufacturer info
1 or 2 remote controls?

Idaho
Chain vs. Screw vs. Belt
Horsepower
Warranties
Photo-eyes
Opening speed
DC motor
Lights
Visa, MC, Checks

INSTALLED DETAILS OFFERED

New Jersey
$325
1-1/2 hours

Kansas
$285 “plus tax”
1-1/2 hours

Idaho
“About $240 and up”
1-1/2 hours
Can install while you’re gone.
We do a complete tune-up. When we install, we provide all the warranties.

UNINSTALLED

New Jersey
$225

Kansas
$195

Idaho
“About $50 less”

SELF-INSTALLATION DETAILS OFFERED

New Jersey
“I wouldn’t try it myself.”

Kansas
Some do well; others take the better part of a day.
Make sure the door works OK manually.

Idaho
It might take you four hours.
Safety tips on springs and cables.
If you mess up and need a service call, it costs $55.

HOW SOON INSTALL?

New Jersey
In a week

Kansas
“A couple days’ notice”

Idaho
“This week”

OUR GRADE

New Jersey
D

Kansas
B+

Idaho
A-