Safety Publications/Articles

Be king of your customers

I've looked long and hard for a marketing tool that will help FBOs and CFIs to increase their profits and get winning results for their customers. I've finally found the ultimate marketing tool. It's John and Martha King's DVD, Creating Outstanding Customer Relationships. Without a doubt, it's one of the very best programs I've ever seen on the subject.

Anyone in the flight training business knows that if we could keep the customers we already have, we wouldn't need to worry so much about finding new ones. While most of us are good at flight training, creating satisfied customers isn't one of our strengths, perhaps because we never stop to think of ourselves as marketing people. Enter the Kings.

John and Martha point out that it's five times more costly to get a new customer than to keep a current one. Yet, we lose customers because we haven't made them raving fans. John says that when a customer is dissatisfied, he's usually silent about it, leaving us with little or no feedback on our performance. We learn very little from these folks. It's only when our customers like what we do so much they'll tell everyone about it that we've got a raving fan. Your goal is to create raving fans, and the Kings show you how in this DVD.

The Kings also make it clear that we're all in the marketing business. Our job is to place ourselves in the customer's shoes and ask, "What's in it for me?" Without knowing what the customer is interested in, it's unlikely he or she will ever become one of your raving fans.

This is just a sample of the many outstanding ideas that you'll find on this DVD. In my opinion and without exception, all FBO owners and CFIs should see it!

By Rod Machado

Back to the Index of Instructor Reports