Avionics News August 2013 - 53

S eve n H a b i t s o f E ff e c t i ve Av i o n i c s D e a l e r s

EFFECTIVE DEALERS
ARE CONTINUALLY TRAINING.
With new product introductions and technology advancing
fast and furious, the only way to keep up is through
active training. Harper said Avidyne offers
regional training, along with the AEA Regional
Meeting, around the globe. “If you look at the
dealers who are in those classes, those are the
good dealers,” Harper said.
Dennis Schmidt, Sandia Aerospace president, agreed. “The
best way for dealers to keep current is to attend AEA Regional
Meetings and the annual AEA Convention, and use the manufacturers as a resource for sales and service,” Schmidt said.
Just like a good pilot is always learning, a good dealer is
always training.
EFFECTIVE DEALERS ARE
GOOD COMMUNICATORS.
They listen and respond to voice mail, and they return
phone calls. They respond to emails from customers and
manufacturers in a timely way. They keep their
customers informed via telephone, email and
printed material. They provide job quotes as
promised, when promised. They are proactive in
alerting a customer if there’s a problem or delay
in a job. They keep the manufacturers in the loop if there are
any concerns.
Being a good communicator means staying in touch with
the companies they represent, according to Harper. “Call us
with a problem, and don’t wait for the customer to be screaming,” he said. “We both want the customer to be happy so we
can’t leave him hanging.”
Along those lines, Aspen’s Ferrari said that if a shop has a
problem or unresolved issue with a regional rep who is calling
on them, or with a customer, go one step higher in the chain
of command with the manufacturer. “We have the same goal,
which is to make your customer happy,” Ferrari said. “So if
you’re not getting what you need from your regional rep, pick
up the phone and contact us.”
EFFECTIVE DEALERS HAVE
ESTABLISHED BUSINESS PRACTICES.
Routines are in place for a smooth-running day. Job descriptions and employee evaluations allow the staff to know
what their jobs are and how they are performing. Standards,
such as procedures for how to answer the
telephone, key security and work hours, are
known by all. Cross-training has occurred so
that an illness or absence by one staff member

does not throw the shop into chaos. The shop is run like a
business, not like a hobby.
One desired established business practice is to read, review
and disseminate information that comes from the manufacturer
so everyone in your facility is kept informed.
“We send out a stream of newsletters and bulletins multiple
times a month,” Harper said. “We want our dealers to read
these and understand what we’re trying to say.” He said this
process will help prevent a dealer wondering, “When did that
happen?” or claiming, “I didn’t know that policy changed.”
And, of course, there are good accounting practices. “That’s
a challenge in today’s market, and it’s a two-way street,”
Harper said. “We strive to pay warranty claims in a timely
fashion, while our dealers pay us for equipment in a timely
fashion.”
Ferrari added, “Good dealers have a responsible payment
cycle. When that’s in place, everyone is happy.”
EFFECTIVE DEALERS HAVE
ROBUST WEBSITES.
Some dealer websites look abandoned, as if no work or
updates have been performed in months and possibly years.
Christmas greetings from 2011 still decorate the
opening page. An effective dealer knows that a
polished website is the best 24-hour salesperson. The content is continually updated, daily if
necessary, to reflect new products, manufacturer
promotions, photos of the shop’s latest work and more. Manufacturers see their dealers supporting them by showing their
products and logos and seasonal offerings.
“We love it when we see our specials promoted on a
dealer’s website,” Ferrari said.
EFFECTIVE DEALERS MAINTAIN ORGANIZED,
POLISHED PHYSICAL FACILITIES.
The first thing you notice in an effective shop is the floor.
Some floors are so clean that they sparkle, while others are
covered with oil splotches and haven’t been swept in weeks,
maybe months or years. In an effective shop,
there is no unused, outdated equipment taking
up space and collecting dust. The signage from
the manufacturers is proudly displayed. Even
the outside of the hangar is attractive with a
clean parking lot and basic landscaping with no nasty cigarette
buckets greeting you at the front door.
“Avionics dealers not only represent their own businesses,
but the manufacturers’ businesses as well,” Harper noted.
Continued on following page

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Avionics News August 2013

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