Aviation Marketing

In-House, Outsource or Both?

Starting a business from scratch involves doing a lot of work yourself.

Some of our clients are in start up/shoestring mode, which we understand very well since we’ve been involved in several startups ourselves. This involves late nights, wearing multiple hats, and doing everything yourself.

There are advantages to doing everything yourself:

You control every [...]

Customer service begins with sales integrity

In last month’s coaching session on sales, Mark Leeper spoke about integrity as a key component of sales. Having credibility with a client or potential client is absolutely key. Discounting or throwing in extras to get the business undermines your credibility. Although it may get you the sale in the short run, it makes things [...]

If the competition is killing you, don’t reduce price, add value.

I often advise clients not to reduce their prices. That usually gets a response like this one.

“But you don’t understand. There’s no WAY I can keep my prices the same when the guy down the street has reduced his prices. No customer is crazy enough to pay more for the same product.”

When you [...]

Autopilot versus CoPilot – The Human Factor

The autopilot is no substitute for human intelligence!

There are many “labor saving” devices for pilots. We really like them a lot.

The trim tab lets you stabilize the attitude of an aircraft so you’re not fighting the yoke while dialing in a new radio frequency. The GPS helps you navigate without a lap [...]

How to Fail in Marketing

Somebody needs to tell him that this just isn't going to work.

I was shredding old papers from last year, and had a revelation.

We have an extensive questionnaire that prospective clients complete as part of our Marketing Flight Plan Service, in which we offer a consultation, an SEO analysis, a 31-point website usability [...]

Marketing Emergencies – Ever had a site hacked?

If you’ve ever had a look at your website and seen a “cute” (or not so cute) message that you didn’t put there, you understand the sinking feeling of having your carefully crafted marketing image suddenly turned into something that you don’t want anybody to see. [...]

Long-Cycle Marketing vs. “Pulling a Fast One”

And so, I’ve come to a difference of opinion with a valued mentor. He advocates some methods to “close” a sale that I disagree with. He would never be outright dishonest, but I feel that if a client feels like he’s been “tricked” in any way it does more harm than good, especially since I hope to be doing business with people for many years. I’d rather lose a sale today than make one to someone who regrets making the purchase. [...]