Avionics News December 2015 - 58

series

BUSINESS BASICS
B Y

G R E G

L A S L O

Pilots in command
How to sell to 'self-educated' customers

I

t may be the best of times. It may be the worst of
stand how these customers learn, how that changes how
times. It all depends on how you think about your cusyou market your shop, and what you can do to shape
tomers coming to you with more knowledge than ever.
your interactions with them.
Here, deep into the information age, customer research
More than ever, these aircraft owners are pilot-in-comis at an all-time high. According to the Corporate
mand of the purchasing process. It's on you to ensure
Executive Board, shoppers are
you're the partner that can service
nearly 60 percent of the way
their expectations.
toward a buying decision before
YOU MUST RETHINK YOUR
they ever contact a salesperson
Customer expectations
SALES PROCESS AND
- and more than 35 percent of
Shoppers today - whether they're
EVALUATE WHAT YOUR
respondents said they've already
looking for avionics, new cars or
CUSTOMERS TRULY
compiled a short list of vendors by
washing machines - are taking conKNOW
(AND
HOW
THEY
then. Furthermore, nearly threetrol of the buying process. Good or
KNOW IT) SO YOU CAN
quarters specifically research prodbad, you must understand how they
uct comparisons and only about 40
shop, where they're getting their
percent want your help in making
information, and how both shape
a purchase decision. According to
their buying decisions.
J.D. Power and Associates, they're
Across the board, customers use
looking specifically for price,
more than twice as many sources as
product details, warranty inforonly a few years ago, and most all of
mation, special offers and incenthose sources are online - even if all
tives, and payment and financing
they're doing is picking a restaurant
options.
for dinner. On bigger-ticket purchases, they may spend
Aircraft owners who descend on your shop may
dozens of hours sifting through this information. All of
choose to come armed with near-encyclopedic insight,
this occurs in front of a computer, smartphone or tablet.
preferences and pricing expectations - and they'll either
When a product strikes their fancy - often guided by
use it with you or against you to get the value they need.
the need to replace a worn-out component or upgrade to
To rise to this challenge, you must do some research
new capabilities - they search manufacturers' websites for
yourself. Indeed, it's more important than ever to undercapabilities and configurations, they move to photo galler-

BECOME A MORE
EFFECTIVE RESOURCE
WHEN THEY ENTER
YOUR AVIONICS SHOP.

58

avionics news

*

december

2015



Table of Contents for the Digital Edition of Avionics News December 2015

Avionics News December 2015 - Intro
Avionics News December 2015 - Cover1
Avionics News December 2015 - Cover2
Avionics News December 2015 - 1
Avionics News December 2015 - 2
Avionics News December 2015 - 3
Avionics News December 2015 - 4
Avionics News December 2015 - 5
Avionics News December 2015 - 6
Avionics News December 2015 - 7
Avionics News December 2015 - 8
Avionics News December 2015 - 9
Avionics News December 2015 - 10
Avionics News December 2015 - 11
Avionics News December 2015 - 12
Avionics News December 2015 - 13
Avionics News December 2015 - 14
Avionics News December 2015 - 15
Avionics News December 2015 - 16
Avionics News December 2015 - 17
Avionics News December 2015 - 18
Avionics News December 2015 - 19
Avionics News December 2015 - 20
Avionics News December 2015 - 21
Avionics News December 2015 - 22
Avionics News December 2015 - 23
Avionics News December 2015 - 24
Avionics News December 2015 - 25
Avionics News December 2015 - 26
Avionics News December 2015 - 27
Avionics News December 2015 - 28
Avionics News December 2015 - 29
Avionics News December 2015 - 30
Avionics News December 2015 - 31
Avionics News December 2015 - 32
Avionics News December 2015 - 33
Avionics News December 2015 - 34
Avionics News December 2015 - 35
Avionics News December 2015 - 36
Avionics News December 2015 - 37
Avionics News December 2015 - 38
Avionics News December 2015 - 39
Avionics News December 2015 - 40
Avionics News December 2015 - 41
Avionics News December 2015 - 42
Avionics News December 2015 - 43
Avionics News December 2015 - 44
Avionics News December 2015 - 45
Avionics News December 2015 - 46
Avionics News December 2015 - 47
Avionics News December 2015 - 48
Avionics News December 2015 - 49
Avionics News December 2015 - 50
Avionics News December 2015 - 51
Avionics News December 2015 - 52
Avionics News December 2015 - 53
Avionics News December 2015 - 54
Avionics News December 2015 - 55
Avionics News December 2015 - 56
Avionics News December 2015 - 57
Avionics News December 2015 - 58
Avionics News December 2015 - 59
Avionics News December 2015 - 60
Avionics News December 2015 - 61
Avionics News December 2015 - 62
Avionics News December 2015 - 63
Avionics News December 2015 - 64
Avionics News December 2015 - 65
Avionics News December 2015 - 66
Avionics News December 2015 - 67
Avionics News December 2015 - 68
Avionics News December 2015 - 69
Avionics News December 2015 - 70
Avionics News December 2015 - 71
Avionics News December 2015 - 72
Avionics News December 2015 - Cover3
Avionics News December 2015 - Cover4
https://www.nxtbook.com/allen/avne/60-10
https://www.nxtbook.com/allen/avne/60-9
https://www.nxtbook.com/allen/avne/60-8
https://www.nxtbook.com/allen/avne/60-7
https://www.nxtbook.com/allen/avne/60-6
https://www.nxtbook.com/allen/avne/60-5
https://www.nxtbook.com/allen/avne/60-4
https://www.nxtbook.com/allen/avne/60-3
https://www.nxtbook.com/allen/avne/60-2
https://www.nxtbook.com/allen/avne/60-1
https://www.nxtbook.com/allen/avne/59-12
https://www.nxtbook.com/allen/avne/59-11
https://www.nxtbook.com/allen/avne/59-10
https://www.nxtbook.com/allen/avne/59-9
https://www.nxtbook.com/allen/avne/59-8
https://www.nxtbook.com/allen/avne/59-7
https://www.nxtbook.com/allen/avne/59-6
https://www.nxtbook.com/allen/avne/59-5
https://www.nxtbook.com/allen/avne/59-4
https://www.nxtbook.com/allen/avne/59-3
https://www.nxtbook.com/allen/avne/59-2
https://www.nxtbook.com/allen/avne/59-1
http://www.brightcopy.net/allen/avne/58-12
http://www.brightcopy.net/allen/avne/58-11
http://www.brightcopy.net/allen/avne/58-10
http://www.brightcopy.net/allen/avne/58-9
http://www.brightcopy.net/allen/avne/58-8
http://www.brightcopy.net/allen/avne/58-7
http://www.brightcopy.net/allen/avne/58-6
http://www.brightcopy.net/allen/avne/58-5
http://www.brightcopy.net/allen/avne/58-4
http://www.brightcopy.net/allen/avne/58-3
http://www.brightcopy.net/allen/avne/58-2
http://www.brightcopy.net/allen/avne/58-1
http://www.brightcopy.net/allen/avne/57-12
http://www.brightcopy.net/allen/avne/57-11
http://www.brightcopy.net/allen/avne/57-10
http://www.brightcopy.net/allen/avne/57-9
http://www.brightcopy.net/allen/avne/57-8
http://www.brightcopy.net/allen/avne/57-7
http://www.brightcopy.net/allen/avne/57-6
http://www.brightcopy.net/allen/avne/57-5
http://www.brightcopy.net/allen/avne/57-4
http://www.brightcopy.net/allen/avne/57-3
http://www.brightcopy.net/allen/avne/57-2
http://www.brightcopy.net/allen/avne/57-1
http://www.brightcopy.net/allen/avne/56-12
http://www.brightcopy.net/allen/avne/56-11
http://www.brightcopy.net/allen/avne/56-10
http://www.brightcopy.net/allen/avne/56-9
http://www.brightcopy.net/allen/avne/56-8
http://www.brightcopy.net/allen/avne/56-7
http://www.brightcopy.net/allen/avne/56-6
http://www.brightcopy.net/allen/avne/56-5
http://www.brightcopy.net/allen/avne/56-4
http://www.brightcopy.net/allen/avne/56-3
http://www.brightcopy.net/allen/avne/56-2
http://www.brightcopy.net/allen/avne/56-1
http://www.brightcopy.net/allen/avne/55-12
http://www.brightcopy.net/allen/avne/55-11
http://www.brightcopy.net/allen/avne/55-10
http://www.brightcopy.net/allen/avne/55-9
http://www.brightcopy.net/allen/avne/55-8
http://www.brightcopy.net/allen/avne/55-7
http://www.brightcopy.net/allen/avne/55-6
http://www.brightcopy.net/allen/avne/55-5
http://www.brightcopy.net/allen/avne/55-4
http://www.brightcopy.net/allen/avne/55-3
http://www.brightcopy.net/allen/avne/55-02
http://www.brightcopy.net/allen/avne/55-01
http://www.brightcopy.net/allen/avne/54-12
http://www.brightcopy.net/allen/avne/54-11
http://www.brightcopy.net/allen/avne/54-10
http://www.brightcopy.net/allen/avne/54-9
http://www.brightcopy.net/allen/avne/54-8
http://www.brightcopy.net/allen/avne/54-7
http://www.brightcopy.net/allen/avne/54-6
http://www.brightcopy.net/allen/avne/54-5
http://www.brightcopy.net/allen/avne/54-4
http://www.brightcopy.net/allen/avne/54-3
http://www.brightcopy.net/allen/avne/54-2
http://www.brightcopy.net/allen/avne/54-1
http://www.brightcopy.net/allen/avne/53-12
http://www.brightcopy.net/allen/avne/53-11
http://www.brightcopy.net/allen/avne/53-10
http://www.brightcopy.net/allen/avne/53-9
http://www.brightcopy.net/allen/avne/53-8
http://www.brightcopy.net/allen/avne/53-7
http://www.brightcopy.net/allen/avne/53-6
http://www.brightcopy.net/allen/avne/53-5
http://www.brightcopy.net/allen/avne/53-4
http://www.brightcopy.net/allen/avne/53-3
http://www.brightcopy.net/allen/avne/53-2
http://www.brightcopy.net/allen/avne/53-1
http://www.brightcopy.net/allen/avne/52-12
http://www.brightcopy.net/allen/avne/52-11
http://www.brightcopy.net/allen/avne/52-10
http://www.brightcopy.net/allen/avne/52-9
http://www.brightcopy.net/allen/avne/52-8
https://www.nxtbook.com/allen/avne/52-7
https://www.nxtbook.com/allen/avne/52-6
https://www.nxtbook.com/allen/avne/52-5
https://www.nxtbook.com/allen/avne/52-4
https://www.nxtbook.com/allen/avne/52-3
https://www.nxtbook.com/allen/avne/52-2
https://www.nxtbook.com/allen/avne/52-1
https://www.nxtbook.com/allen/avne/51-12
https://www.nxtbook.com/allen/avne/51-11
https://www.nxtbook.com/allen/avne/51-10
https://www.nxtbook.com/allen/avne/51-9
https://www.nxtbook.com/allen/avne/51-8
https://www.nxtbook.com/allen/avne/51-7
https://www.nxtbook.com/allen/avne/51-6
https://www.nxtbook.com/allen/avne/51-5
https://www.nxtbook.com/allen/avne/51-4
https://www.nxtbook.com/allen/avne/51-3
https://www.nxtbook.com/allen/avne/51-2
https://www.nxtbook.com/allen/avne/51-1
https://www.nxtbook.com/allen/avne/50-12
https://www.nxtbook.com/allen/avne/50-11
https://www.nxtbook.com/allen/avne/50-10
https://www.nxtbook.com/allen/avne/50-9
https://www.nxtbook.com/allen/avne/50-8
https://www.nxtbook.com/allen/avne/50-7
https://www.nxtbook.com/allen/avne/50-6
https://www.nxtbook.com/allen/avne/50-5
https://www.nxtbook.com/allen/avne/50-4
https://www.nxtbook.com/allen/avne/50-3
https://www.nxtbook.com/allen/avne/50-2
https://www.nxtbook.com/allen/avne/50-1
https://www.nxtbook.com/allen/avne/49-12
https://www.nxtbook.com/allen/avne/49-11
https://www.nxtbook.com/allen/avne/49-10
https://www.nxtbook.com/allen/avne/49-9
https://www.nxtbook.com/allen/avne/49-8
https://www.nxtbook.com/allen/avne/49-7
https://www.nxtbook.com/allen/avne/49-6
https://www.nxtbook.com/allen/avne/49-5
https://www.nxtbook.com/allen/avne/49-4
https://www.nxtbook.com/allen/avne/49-3
https://www.nxtbook.com/allen/avne/49-2
https://www.nxtbook.com/allen/avne/49-1
https://www.nxtbook.com/allen/avne/48-12
https://www.nxtbook.com/allen/avne/48-11
https://www.nxtbookmedia.com