Dont Forget the Cheese! Getting the most our of your S&D Exhibit - - PowerPoint PPT Presentation

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Dont Forget the Cheese! Getting the most our of your S&D Exhibit - - PowerPoint PPT Presentation

Dont 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,


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Don’t Forget the Cheese!

Getting the most our of your S&D Exhibit

PRESENTED BY: Aviation Business Strategies Group Ron Jackson and John Enticknap

Schedulers & Dispatchers Conference |San Jose, CA | February 3 – 6, 2015

Tuesday, Feb. 3| 5:15 p.m. – 5:45 p.m.

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Ron Jackson & John Enticknap

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

Aviation Business Strategies Group

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Getting the Most Out of Your S&D Exhibit Investment!

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3 Keys to Exhibit Success

  • 1. Engage
  • 2. Add Some Cheese
  • 3. Follow-up

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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

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Engage

  • Stand up, stop all chit chatter
  • Anticipate, use your sixth sense
  • Focus. Make direct eye contact
  • No one more important than this

customer

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Engage

  • Watch your body language
  • Hands at side
  • Palms open
  • No more than a handshake

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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.”

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Engage

  • Call the customer by name, be the restaurant
  • wner
  • 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?

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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

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Add some

Cheese!

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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

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Add some Cheese!

  • What is Your Cheese?

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What is Your Cheese!

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“Do you know the secret to life?” “No. Tell me. What’s the secret to life?”

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“OK…Tell me what’s the one thing?” “That’s for you to figure out!”

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What’s Your Cheese?

What’s Your One Thing? Discover Your UVP

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Discover Your UVP “Unique Value Proposition”

A brief description of what makes your service extraordinary.

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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.”

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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!

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Summary: 3 Keys to Exhibit Success

  • 1. Engage
  • 2. Add Some Cheese
  • 3. Follow-up

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