Avionics News July 2014 - 63

tion; Regional Airline Association; Airborne Law Enforcement Association;
and the Regional Air Cargo Carriers
Association.
Thirty years after founding the company, Joubert, PSI president and chief
executive officer, was recognized by
his peers and was named the AEA
Member of the Year in 2012. Obviously, the company is doing well.
Joubert and Steve Williams, director of marketing and business development, shared some of the company's
best practices that have served the company well.
Undoubtedly, one of the biggest
reasons for PSI's growth is word-ofmouth promotion regarding its quality
and customer service.
The company takes a proactive approach to its capabilities list and boasts
more than 55,000 support capabilities.
Put another way, as both an FAA- and
EASA-approved repair station with instrument classes one through four, radio
classes one through three, and accessory class three, it can support nearly 100
business, air transport, military, regional/commuter and rotor-wing aircraft. In
addition, PSI can handle Beechcraft
printed circuit boards, Collins CTL-X2
and Proline II, KGS Electronics, and
Northern Airborne Technology equipment. PSI works with 35 components
manufacturers. The company maintains platform-specific capabilities that
receive a high volume of traffic every
day. These capabilities have become
useful tools for customers, which has
contributed to PSI's market growth.
PSI has created a broker division

that has established an approved supply channel using other MRO (maintenance, repair and overhaul) facilities.
In this way, it can support rotatable
spares beyond the scope of its capabilities or ratings. This cooperative venture
has become another factor in company
growth, as it manages more spares for
its customers.
Word-of-mouth marketing works
great, but PSI isn't relying on it alone.
The company continually markets its
capabilities through both digital and
conventional channels.

Word -o f -m o u t h m a r ke t i n g
wo r k s g reat , b u t P S I
i s n ' t re l y i n g o n i t a l o n e .
Th e c o m p a ny c o n t i n u a l l y
m a r ke t s i t s c a p a b i l i t i e s
t h ro u g h b o t h d i g i t a l a n d
c o n ve n t i o n a l c h a n n e l s .

Similar to other successful avionics
businesses, PSI likes to collaborate. In
addition to the rotatable spares brokerage,
it has become a distributor for Aerosonic
- a relationship for which it is grateful.
According to Williams, "PSI has
been supporting Aerosonic instrumentation for its core customers for more
than 30 years, so when we first looked

into becoming an Aerosonic distributor, we were strategically looking to
strengthen our supply channel for piece
parts to support the demand of our instrument shop."
"In PSI, we selected a top-notch organization with a long-standing history
and proven track record of being one of
the top instrument support facilities in
the industry," said Mark Perkins, former
executive vice president of Aerosonic.
"Adding PSI as distributor and service
center increases our company's flexibility to effectively and efficiently distribute
and support our core products."
Williams described how the distributorship has been instrumental in reducing turnaround times and producing
favorable pricing for PSI customers.
Furthermore, PSI has a stronger connection with other instrument shops and
avionics repair stations, which leads to
even more beneficial opportunities.
PSI has seen an explosion in the
rotorcraft market. The company has
tripled traffic to the 19 rotor-wing platform-specific capabilities listed on its
website at www.psilabs.com. PSI supports the Agusta Aerospace 109A/II, 10
models of American Eurocopters, five
Bell models, the Hughes 600N and two
Sikorsky models. Rotorcraft operators
take advantage of PSI's good pricing
and favorable turnaround times.
Throughout its history, PSI has prioritized maintenance and support of
legacy equipment. The shop has the
personnel, expertise and parts on hand
to keep equipment flying many years
Continued on following page
avionics news

july

2014

http://www.psilabs.com

Avionics News July 2014

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