Avionics News February 2017 - 61

today, but also inspire him to become a customer for life.
For that to happen, though, he needs to grow trust in your
abilities and be primed for a process he likely knows
nothing about. Doing so requires seeing the work you do
with a newcomers' eyes, understanding how and what
to provide in terms of knowledge, and communicating
clearly throughout the process, from drop-off to delivery.
Owning an airplane will take some training, and you'll
want to be in his right seat right from the start.

You want to give him the information that allows him
to be a savvy, educated consumer who isn't surprised
by anything along the way. This is helpful for a singular
reason: Most companies are hesitant to provide too
much information; for one, they fear he may take that
"free" knowledge and go to a competitor to comparison
shop, and for another, he may gain additional leverage
that takes away some of your "bargaining" and sales
power. However, research from MIT's Sloan School
of Management suggests that, while it may seem
counterintuitive, it's actually a sound marketing tactic that
airplane ownership,
works to your advantage. Courteous and attentive service
had a strong impact on trust; in
fact, researchers say, the more the
customer knows about your service,
FROM THE INFORMATION
the more he'll appreciate you for
it. Furthermore, you're building
YOU PROVIDE ON YOUR
the relationship, and you want the
WEBSITE TO FACE-TO-FACE
customer to feel confident that he's
INTERACTION AT YOUR
selected a service provider that best
SHOP, YOU'RE ABLE TO NOT
suits his needs - both of which can
ONLY TEACH AND SERVICE
lead to future purchases. Without
THAT CUSTOMER TODAY,
it, though, there's always a chance
for a surprise to creep in that might
make him unhappy quickly; that's
something that will certainly make
him look elsewhere the next time.

Risk management
While these customers are new to
they're still smart, capable,
successful people. They also have
an emotional stake in the work
you'll do. Recognizing those
feelings, understanding the purpose
of education, and accepting that
they might need to feel some sense
of control over this new experience
helps you focus on getting them
over their learning curve.
If the customer presents himself
with a repair issue, he needs your
attention now, and by treating him
as the most important person in the
world at the moment - whether he
has a simple repair or a complex
problem - he'll appreciate a warm
environment that makes him feel
welcome. In these first moments of
introduction, a cup of coffee or tea,
maybe a warm cookie, and some
reassurance starts to build rapport.
Go another step - ask questions,
listen actively, and address his concerns - to provide him
with thoughtful compassion, and reassure him that you can
solve his problem efficiently and cost-effectively and that
your goal is to make this process as smooth as possible.
Indeed, you won't go wrong by treating him how you'd
want to be treated if the tables were turned.
The heart of working with this customer beats with
education, so once he's settled in, you can start to explain
what will happen next. That should include the major steps,
such as inspection, repair, troubleshooting, delivery, and
billing, as well as potential stumbling blocks. Likewise,
walk him through how you'll communicate so he's aware
of progress along the way, as well as what to expect should
he drop the shop by for a visit. Remember, while this is
old-hat to you, it's a brave new world for him.

BUT ALSO
INSPIRE HIM
TO BECOME A
CUSTOMER
FOR LIFE.

Situational awareness
Clearly, educating novice
customers should be a critical
part of your shop's efforts. You
can start that process even before
you're needed by recognizing what
prospective customers should know
to become smart consumers, and for that, consider several
ways to help them understand what to expect when their
airplane is pushed inside your hangar doors.
These first-time customers can benefit from a step-bystep explanation of the stages of a job in your shop. Many
customers will do their own research before they ever talk
turkey with you, so with some thought, you can provide
them with useful information that both teaches them and
builds your credibility. The tools you might use to educate
customers can take several forms.
1. Landing pages. Curate online content into segmentspecific web pages that address new-owner questions,
such as repairs, new installations and panel upgrades.
Continued on following page
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