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The Charter Marketing Survival Bulletin this month has practical suggestions about your marketing expenditures. Use these ideas to improve the results from your current spending. |
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Consumer Decision Making |
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 To get new customers who have never flown charter before, you need to understand how your future customers make their purchasing decisions. This month's Bulletin discusses the five stages of Consumer Decision Making and how you can use this knowledge to convert more prospects to new charter customers.
Are you helping your target market make the right decision?
Consumer Decision Making is a series of steps that charter prospects use when making purchase decisions. While your current customers might skip some of these steps, your prospects will hit each stage of the process before booking a charter with you. The five stages of decision-making are as follows:
Step 1 - Problem Recognition
Sometimes it's easy to identify a problem. If a light bulb burns out, you have a problem and need to buy a new one.
What problems does air charter solve? Can you identify three current problems your prospects are likely facing this month that could be solved with air charter? Remember, without a problem, potential customers will never get to the next steps in the purchasing decision process!
Step 2 - Information Search
Once they recognize a problem, consumers seek out information to solve it. The vast majority of your prospects will research air charter features over the Internet before calling you on the telephone. So tune-up your website so the search engines find you for air charter searches in your market area. Remember, you have to be visible to get found.
Then make sure your website clearly addresses the problems and the solutions! Be sure your site has useful and accurate information that's important to first-time charter users. And get rid of the stuff prospects don't care about.
Step 3 - Evaluation of Alternatives
Do you know your unique competitive advantage? Consumers are looking for benefits, or trying to avoid risks. So what sets you apart from the other four operators they're checking out? Why should they call you? Determine what your unique competitive advantage is and make it the focus of your marketing campaign.
Step 4 - Purchase Decision
This is where sales skills are useful, especially in dealing with concerns and objections. Are you handling the sales cycle consistently and efficiently each time you receive an inquiry? You need three sales processes: first time charter users; first timers with you, but they've used charter before; and your repeat customers. The process you follow for repeat customers will not be effective for first-time charter users.
Step 5 - Post-purchase Evaluation
Buyer's remorse is a common feeling. Address it with follow-up information to assure customers they made the right decision. Stay in touch with clients to maintain relationships and increase the likelihood that a one-time client becomes a repeat client. Provide news updates, send notes on special occasions, or invite them to executive events hosted by your organization.
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 For questions or help with any stage in the consumer decision making process, please call Anja Jacobs or Mike Ryan at AirPSG 1.800.769.6082.
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AirPSG brings charter operators hands-free, marketing survival solutions. Please give me a call if you would like us to help you level the flying field and help you claim your share of the airspace.
Thanks,
Mike Ryan
1.800.769.6082 office
1.512.966.6340 mobile
www.airpsg.com
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