Avionics News January 2013 - 55

CAPABILITY,
GIS 25 years’ experience provides quality service of instruments, specializing in altimeters, panel mounted and remote gyros, including:
KCS55A SYSTEM KCS305 SYSTEM KI-256 KEA-346 KVG-350 PN101 SYSTEM 332D-11 SERIES DGS-65 C-14 SERIES 510 SERIES NSD 360 SYSTEM 1100 SERIES 1200 SERIES 205 SERIES 4300 SERIES 5000 B SERIES 4000 B SERIES VG-14 SERIES

The strategy is simple enough. Gather as much information as you can about a customer to determine the buying stage and needs, provide useful information appropriate to the profile, show you understand the needs better than anyone else and keep the customer in the loop even after he or she decides to buy. The tactics are harder, but you only need to start from scratch once. Learn how your customers find you, what pains they want to ease, what questions they have, and what helps them decide what, and where, to buy. Develop a schedule for contacting leads, as well as the educational content they don’t yet realize they want you to provide – whether it’s newsletter articles, white papers, blog posts, fact sheets, buyers guides, case studies, videos, webinars or podcasts. For the effort, you will not only have a customer who is smarter for the effort, but also loyal to your shop even before he or she buys. PROGRAM PROCESS According to Market2Lead, a marketing automation company, properly nurtured leads have a 23 percent shorter sales cycle. Put that objective into action with these five steps. 1. Hone your lead-generation program. According to Gleanster Research, between 25 and 50 percent of product sales go to the vendor who responds first. So when an inquiry arrives, follow up within 48 hours, if not sooner. Leads have short shelf lives, according to Christopher Ryan of Fusion Marketing Partners. The prospects who contact you today can forget you by next week. Qualify every lead. Ask thoughtful screening questions to determine

interest and intent to buy, and score whether he or she is hot, warm or cold – ready to buy now, ready within six months or not ready for a while. Obviously, hot prospects enter the sales process, but others get plugged into nurturing. With online inquiries, your website can do some of the work for you. Give all visitors access to the most basic content about your shop, but offer early-stage information, such as newsletters that show expertise, and midstage information, such as case studies, to illustrate how you solved similar problems, only after site registration. If they’re serious, customers will prequalify themselves and provide contact information, aircraft type, product interest and buying stage in return. Always provide ready-to-buy customers a link to contact sales directly, too. 2. Consider your messaging. Your schedule should last as long as the buying cycle of your typical customer. During this time, you should touch base with them once a month, according to lead-management company Lead Liaison. The program can either be automated with email marketing software, or if your list isn’t quite so deep, you can send individual, personalized emails instead. Outline the schedule as a whole, and focus each touch on what’s important for the buyer. This is where your intelligence gathering helps. Write informal messages, and sign each email with an actual name and signature line. Limit each electronic communication to only one topic, and include a call to action based upon where the customer is in the cycle. Follow up each quarter with a quick phone call to maintain a human touch.
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RELIABILITY,
Experienced and trained technicians embody a dedicated focus to the customer expectations that is key to GIS reliability and customer service. An investment in updated technology and equipment enables efficient operations. A family atmosphere is fostered at GIS that insures the shop runs as a team effort. It is reminiscent of what customers embraced in the aviation industry years ago.

Competitive prices, high-quality workmanship, quick turnaround time and service. GIS personnel have the ability to meet that challenge to exceed customers’ expectations every day. That’s why customers depend upon GIS full services, from testing, overhaul, and repairs to exchanges and outright sales. Try us, you’ll be glad you did!

QUALITY.

GEORGETOWN INSTRUMENT SERVICES
FAA CRS# GTNR482X 210 Airport Road • Taylor, Texas 76574

www.georgetowninstruments.com
avionics news

512-352-9000
•
january

2013

http://www.georgetowninstruments.com

Avionics News January 2013

Table of Contents for the Digital Edition of Avionics News January 2013