How to gain more customers and keep the ones you have.
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It’s no secret that aviation is an expensive business. Due to the ongoing recession and soaring flight costs, FBOs, flight schools and other aviation companies like yours have taken a heavy blow. Such economic conditions often result in price wars where companies compete for business using low prices. In such critical times, how can you immunize your customers from being subject to the “lowest bidder” attitude? Moreover, how can you increase your client base when you aren’t the lowest price?
Give Them More
Giving out bottled water and fancy key chains helps customers remember who you are, but it doesn’t make paying a hefty fuel or airframe repair bill any more pleasant. You can gain customer loyalty if you do it right. You must provide them with more. You already exhibit great competency in your core service (FBO, flight instructor, mechanic, parts supplier, etc.), but you just need more clients. Unfortunately, even organizations that provide superior service are subject to being undersold by less capable companies. Your real challenge is: “How can I better satisfy my client’s needs?”
Many of the aviation consumers that use your services are likely business professionals and desire a level of service higher than the bare minimum. You must provide them with more than just fuel, quality flight instruction, or hangar rental. You must become an advocate for them, solving their problems.
When Bob, a pilot and business owner new to the area, schedules his plane for an annual inspection with you he seems stressed. You’re busy, but ask what’s on his mind and he tells you about a tax issue his business is facing. You’ve actually faced a similar problem with your own business and proceed to take more than an hour of your professional time discussing how you solved the problem. You proceed to set up time later in the week to get together and sort it out. Bob is relieved. Of all the mechanics who have done work for him, none has ever taken time to resolve his needs. Do you think Bob will hesitate at your rates because they are $5/hr more than your competitors? Not after you’ve helped save him hundreds of dollars in consulting fees.
As you consistently provide your clients with extraordinary service, above and beyond their expectations, they will return to you even if you are not the lowest price. If you are not qualified to help them directly you can search out professionals that can. You can expect your clients to give generous references on your behalf.
Ask yourself these questions:
· Do I know of the personal and business concerns my client is facing?
· Am I trying to help them solve these problems?
· How can I better provide solutions to my clients?
History is Proof
During the period before airline deregulation, the government regulated airfares. Whether you flew American or United, your fare was the same. Airlines competed by providing better services to the passenger. Those were the days of luxurious meals, and complimentary everything. In sharp contrast, because price is the emphasized factor the airline industries today charge you extra to carry two bags! When was the last time you were completely satisfied with your airline experience?
As you and your organization become a solution to the problems that your customers face, they will return to you. Your clients will refer others, and you will prevent ugly price wars with your competitors. Your challenge is to provide your clients with more, and “more” does not mean more bottled water.
