Page 17 - February 2015 Volume 19 Number 2

of the product and mentioning the ability of your company to “react instantly” and “turn on a dime” since you can be onsite within hours at any customer’s location, because you have a dedicated company aircraft. You casually mention that no competitor has made a similar commitment to customer support.Along these same lines, you write an article for a trade publication explaining what makes your company exceptional. Once again, you can pitch how your customer support cannot be equaled - both before and after the sale - because your company is different; it has an airplane and uses it to benefit the customer.In “churn and burn” sales, you can often make money by having the lowest price and selling without regard to after-market support. Many online web-based companies use this very approach and when you’re dealing with commodity products and serving the consumer directly, you’ll be hard pressed to overcome the reality of “Give me the lowest price and I’ll give you the order.”When selling capital goods and targeted services, though, sales are made based on friendship, fair pricing and after-sale support. Use of an airplane can put you in a position to develop friendships AND provide superior support after the sale.The Wow FactorIn spite of what the mass-market print and broadcast media reporters think, non-pilots are still fascinated with people that fly. When you make an appointment and then climb into a private airplane to appear at the customer’s location two hours later, you’re viewed as different. And because the general public believes even an elderly Cessna 150 costs more than their house, you are also thought to be successful; how else could you afford an airplane? People naturally gravitate to those they perceive as successful; it’s a trait you can use to separate yourself from the others trying to get the same order.Given the opportunity, you can mention that you have 6,000 airports to choose from, versus the airlines’ total of slightly more than 600. You can tell customers you know everyone on board your airplane and none of them are terrorists – which always brings a smile. And you can gleefully point out that airport delays are not something you’re familiar with.All of this plays into your customer’s frame of reference: “Did you see the story about the passengers that were stuck for 4 hours on a fully-loaded Regional Jet last week, due to airport delays?” They will ask a question like that as soon as the subject of air travel comes up. They will recall rude airline employees, uncouth passengers, knees-tucked-under- their-chin legroom and too-small seats. That’s the average person’s frame of reference when you mention the utility of air travel.Since 90% of your customer base doesn’t realize how much a vendor with an airplane can improve theiroperation, you should help them understand. Tell them your firm is not just another company trying to book an order. Yours is a company that considers the customer to be a partner. To support that concept, you have an airplane available to make sure they receive frequent consultations and fast, reliable, on-site expertise if there are ever problems. Your company is mission-oriented, which is why it uses a private airplane to maximize the customer’s success and reduce the number and magnitude of problems. And isn’t that what everyone wants; s•omeone to help them succeed while making their problems go away? T&TPilots N Paws® is an online meeting place for pilots andother volunteerswho help to transport rescue animals by air. The mission of the site is to provide a user- friendly communication venue between those that rescue, shelter, and foster animals; and pilots and plane owners willing to assist with the transportation of these animals.A general aviation transportrequires just one pilot volunteerand is far more efficient and dependable than time-consuming ground transportation for thesePilots N PawsHalf Page4/C Adanimals who are often in danger of euthanization. Volunteer pilots retain complete authority of their planning and flights, and can give as much or as little time as they like.SIMPLE AS 1-2-3No bothersome paperwork required!If you love to fly, and you love animals, please join us now! It’s easy, it’s fun, and it’s extremely rewarding.Joining is easy and takes just a minute of your time.1. Go to www.pilotsnpaws.organd register2. Post your information and readother posts3. Wait for contacts / makeWHY JOIN THE PILOTS N PAWS NETWORK?• Enjoy flying while helping a worthwhile non-profit organization• Flights are tax-deductible 501c3• Expand your network of pilot/aviation contactsand other professionals• Gain flight experience and log more hours• Explore new geographical areas• An extremely rewarding experience every timecontact with others®www.pilotsnpaws.orgPilots N Paws®FEBRUARY 2015TWIN & TURBINE • 15John Loughmiller is a freelance writer, commercial pilot and CFIIMEI-A. He retired from the business world a few years back and is now living the dream as a contract pilot flying various piston and turboprop twins.