Don’t Forget the Cheese! Getting the most our of your S&D Exhibit Tuesday, Feb. 3 | 5:15 p.m. – 5:45 p.m. PRESENTED BY: Aviation Business Strategies Group Ron Jackson and John Enticknap Schedulers & Dispatchers Conference |San Jose, CA | February 3 – 6, 2015
Ron Jackson & John Enticknap Aviation Business Strategies Group Authors of ‘Don’t Forget the Cheese! The Ultimate Customer Service Experience • John grew Mercury Air Centers FBO chain to 22 locations • Ron developed Mercury’s marketing and Trade Show exhibits • Together they write an industry blog: The FBO Connection • Authors of new book: FBO Survival! 10 Tips to Your Operation Lean, Mean & Profitable • Lead NATA’s FBO Success Seminar, March 9 -10, Las Vegas 2
Getting the Most Out of Your S&D Exhibit Investment! 3
3 Keys to Exhibit Success 1. Engage 2. Add Some Cheese 3. Follow-up 4
Engage • Stand up, stop all chit chatter • Watch your body language • Listen with empathy • Call customer by name • ?? What do they fly & ask about special needs • Make notes on back of their business card • Acknowledge others in queue 5
Engage • Stand up, stop all chit chatter - Anticipate, use your sixth sense - Focus. Make direct eye contact - No one more important than this customer 6
Engage • Watch your body language - Hands at side - Palms open - No more than a handshake 7
Engage • Listen with empathy - Head going in the right direction - No ‘deer -in-the- headlights’ - Say with your eyes: “You know, you are very important to me.” 8
Engage • Call the customer by name, be the restaurant owner - Customers like to hear their name - Cements the relationship - Have trouble remembering names? • Use the customer’s name 10 times and ‘it’s yours” • Tammy, certainly a pleasure meeting you • Tell me Tammy, what do you fly? • And Tammy, is there any special needs you have? • One more thing Tammy, what can an FBO do to earn your trust? 9
Engage • Make notes, acknowledge others in queue - Write on back of business cards - Note type of aircraft they fly - Special need(s) - One peculiar thing - Use notebook to add detail when not busy - If queue starts, make eye contact and acknowledge their presence 10
Add some Cheese! 11
Add some Cheese! • What is Cheese? - Cheese is a topping - Adding something extra - Making someone’s day - Going the extra mile - Making an ordinary contact an extraordinary experience 12
Add some Cheese! • What is Your Cheese? 13
What is Your Cheese! “Do you know the secret to life?” “No. Tell me. What’s the secret to life?” 14
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“OK…Tell me what’s the one thing?” “That’s for you to figure out!” 16
What’s Your Cheese? What’s Your One Thing? Discover Your UVP 17
Discover Your UVP “Unique Value Proposition” A brief description of what makes your service extraordinary. 18
Sample UVP It’s your elevator speech. The 10 second spin on your company. “Our mission is to deliver quality and timely services in a friendly family environment. Our promise is to be an honest and valued source, fueled by a passion to serve.” 19
Follow-Up • Investment in S&D doesn’t pay off unless you follow up • The sooner, the better • Hand written note • Email OK unless noted • Avoid texting • Add to database, newsletters with value- added content • Phone call, personal visit, break bread • Don’t over do it! 20
Summary: 3 Keys to Exhibit Success 1. Engage 2. Add Some Cheese 3. Follow-up 21
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