Avionics News April 2020 - 33

When
sorting out
a customer's
shopping list,
Aerosecure
Avionics parses
it by what they
need and what
they want.

Watching people shop for almost everything from washers and
to send you up there knowing you're gonna get back down. When
dryers to televisions and tablets, those whose knowledge doesn't
I suggest things, it is more for safety, more for convenience and
extend past "I want" seem the most susceptible to upselling,
reducing workload, not just to sell something. Suggestions depend
persuading the customer to buy a moreon how the airplane is equipped, what the
expensive, feature-laden model, and
customer is looking for, and their longcross-selling, for related add-on products
term plans for the airplane. An old Russian
HOW KNOWLEDGEABLE
like extended service plans. In straight
adage says the miser always pays twice,
CONSUMERS
ARE
ABOUT
marketing terms, the goal of both is to
so make customers happy with the money
THE PRODUCTS THEY
make a more profitable sale.
they spend."
SEEK AND THE DEFINED
So how does this strategy work for
VIP Aero Instruments & Avionics,
CLARITY OF HOW THEY
avionics, and do shops employ them? To
Hartford, Connecticut: On a case-byPLAN TO USE IT
find out, cold calls were made to shops
case basis, Ed Rowley said he derives his
at either end of a state's roster on the Airequipment proposals from the customer's
craft Electronics Association's memberstated needs. Noting that most customers
ship directory.
arrive with specific decisions based on
Everyone who answered the phone
their research, "If I see something they are
heard the same questions: When talking
not aware of, I'll bring it to their attention."
to customers about an avionics upgrade,
For example: "Considering the cost of enen
gines these days, and the number of moredo you suggest (upsell) equipment that
sophisticated engine monitoring systems
will make their flying safer and/or more
out there, they can be very attractive and
convenient? If so, what equipment do you
sensible for people in terms of managing
recommend? And do you use (cross-sell)
the life of expensive equipment."
add-on equipment as an incentive to help close the sale?
Wayman Aviation, Pembroke Pines, Florida: "Yes, we
Coastal Winds Avionics, Mobile, Alabama: Without
upsell," said Wayman Luy. "USB power adapters are a no-brainer
hesitation, Dallas DeVilbiss said: "I try to upsell. I tell customers,
you're worried about your wallet; I'm worried about the body part
Continued on following page
next to it. I don't want to send you up with a fancy panel. I want

OFTEN
DETERMINES
THE SUCCESS OF
THESE TWO SALES
STRATEGIES.

AVIONICS NEWS

*

APRIL

2020

33



Avionics News April 2020

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Avionics News April 2020 - Cover1
Avionics News April 2020 - Cover2
Avionics News April 2020 - 1
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Avionics News April 2020 - Cover3
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