Avionics News June 2015 - 30

A computer-based flight management system is one way
Universal Avionics dealers prepare their customers using
their FMS training site license.

DEALING AVIONICS
Continued from page 29

available on the Aspen website. They look at who they
are, where they are, and what business the shop pursues,
airplanes or helicopters."
Once part of the team, the regional technical managers
sign off on new dealer training, offered online and at
AEA gatherings.
To maintain the relationship, dealers must meet an
annual volume target, but "it is not overly rigorous,"
Ferrari said. Aspen offers its dealers a rebate program
that earns credits for future purchases or cooperative
advertising. "We don't have a monopoly with our
dealers, but we ask them to put us on the table
when they have the opportunity."
BendixKing
When applying for a dealership, BendixKing first
makes sure that the shop supports aircraft the company
focuses on, "basically Cessna 172 to business jets," said
Jim Zanino, vice president of sales. Then it looks for
nearby BendixKing dealers. "Having two dealers serving
the same aircraft market on the same airport doesn't serve
anyone very well."
Territory sales managers, many former shop
managers, assess the applicants. "Most have been in
business for awhile, so we like to see shops that have
other dealerships," he continued. "We don't have a full
complement of equipment, so shops will mix and match
BK with other equipment to meet their customer's needs."
BendixKing offers dealer training at AEA events, and
regional sales reps provide in-shop education on new
products. Dealers must meet a basic sales requirement,
but there's no quota as of now. The company looks at
strong and weak sales to understand why. "Dealers are a
key part of our success because they know their customers
and what they are looking for, and they really drive the
business forward."
FreeFlight Systems
Becoming a FreeFlight Systems dealer begins with an
email or call to an inside sales representative, according to
Jessica Power, director of sales and marketing. "It continues
with a conversation with a regional sales manager" about
qualifications and the shop's customer base.
Dealers represent the entire product line. "We don't set
annual sales quotas, which helps broaden our dealer base,
especially when it comes to ADS-B," she continued. "We
want to partner with the GA community, so we're open
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2015

to mom-and-pop shops as well as larger facilities. What
matters is accessibility to the end customer."
More important is a quality installation, especially with
ADS-B, which "in 2020 will be on an aircraft's minimum
equipment list." From the start, dealers must participate
in monthly online training, a combination of on-demand
presentations and webinars. "We also hold hands-on training
at AEA's Regional Meetings and international gatherings."
When it comes to sales, the company doesn't hold a
dealer's "feet to the fire ... that's not a true partnership,"
she said. More important is providing their customers with
"good service and installation so they get the performance
out of the product."
Garmin International
Garmin's dealer requirements are not always black
and white, said Jim Alpiser, director of aftermarket
sales, but an airport facility with taxiway access is a
hard requirement. AEA membership is not a "specific
requirement, but it's strongly encouraged because we
know and appreciate the value of education and staying in
tune with the industry and regulatory issues."
Unless they have previous Garmin experience,
technicians undergo training on Garmin's various systems
at its Olathe, Kansas, headquarters. Training is part of
maintaining a dealership, said Alpiser. "It shows a level
of investment on the dealer's part ... and it preserves the
installation quality and experience for the customer."
Garmin conducts annual training at national and regional
Continued on page 32
Avionics News June 2015

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