FBO Survival Series - Survival Tip #7: Ask the Tough Questions!
/By John L. Enticknap and Ron R. Jackson, Aviation Business Strategies Group
Welcome to the next installment of our continuing AC-U-KWIK FBO Connection Series: FBO Survival. This series focuses on the various strategies and tactics needed to survive the daily rigors of running a successful FBO operation.
Col. Nathan Jessup: “You want Answers?”
Lt. Daniel Kaffee: “I want the Truth.”
Col. Jessup: “You can’t handle the truth!”
- A Few Good Men
Most FBO owners and operators who we come across think they are doing a pretty good job of running their operations. They’ve been in business for a relatively long time, survived the economic downturn, and managed to make a profit, sometimes a pretty slim profit, but they’re keeping their heads above water.
However, most can’t answer these three questions: Do you know what your customers think of the way you run your business? Have you ever asked them directly? Have you ever asked them the really tough question as they pay their bill and are walking out the door?
And what is the really tough question, you ask?
Answer: Would you recommend our FBO?
We all know corporate pilots, our main customers, are a rather tight-knit group. They are professionals who have earned their position over time. It’s true that some pilots are easier to please than others. Pilots are also held to a higher standard by their customers, the men and women who fly in the cabin and ultimately pay their salary.
You’re Only as Good as Your Last…
There’s an old saying among veteran pilots: “You’re as good as your last flight.” That’s because their customers have short memories regarding past flight performances when the flight they are on turns sour.
This is also true in the FBO business. Pilots are always judging us. It doesn’t really matter if they had a good experience the last time they visited. Although, the really loyal customers may cut us some slack, at least once.
Pilots are keeping a mental score of our service from the moment they’re greeted on the ramp to the moment they board their aircraft to leave.
As we teach in our acclaimed Don’t Forget the Cheese!© customer service training course, FBOs should measure their service against their own set of service standards, and remind themselves:
You’re only as good as
-your last fueling
-your last quick turn
-your last marshalling job
-your last lavatory service
-your last catering or galley service
-your clean restrooms
-your friendly and personable customer service
-your directions to a restaurant
-your recommendation on a hotel
-your clean and orderly appearance
The trouble is that most pilots won’t tell you if they’ve had a good or bad experience during their visit, unless you do something drastic, such as hit their aircraft.
Instead, they’ll leave and may never come back. Even worse, they’ll leave and tell every other pilot they know about their bad experience. And with social media, the message is literally instantaneous. There’s truth in the saying that good news travels fast, but bad news travels even faster.
Ask the Tough Question
So how do you know if you’ve scored high or stubbed your toe along the way? Simple, before the customer leaves the building, you, or someone on your staff, should approach the customer and say “Thank you, Mr. Jones, for your business. We hope you had a pleasant experience. Can you please tell me, would you recommend us?”
Most business owners are afraid to ask this question because, deep down, they’re afraid of the answer. They literally can’t handle the truth. That’s human nature. No one wants to hear something negative about their pride and joy.
However, listening to criticism is the only way to find out what part of your business needs improvement. It’s the only way to grow.
If the customer does not hesitate and readily states that yes, they would recommend you, then you can give high-fives to everyone on your staff. However, if there is the slightest bit of hesitation, you should probe further and ask, “Was there something in your service experience that we could have done better?”
Now you’ve averted disaster. You listen empathetically, apologize, and make assurances that the problem will be corrected. You invite the customer back for another chance. You also need to follow-up with the customer by sending a hand-written note, giving the customer a call, or better yet, doing both. This is all part of the information we cover during one of our NATA FBO Success Seminar sessions on Being the Restaurant Owner.
If you like this series, please ‘Like Us’ by clicking the icon below. Also, let us know your thoughts by e-mailing us at:
John Enticknap: jenticknap@bellsouth.net
Ron Jackson: rjacksongroup@earthlink.net
About the authors:
John Enticknap
John Enticknap founded Aviation Business Strategies Group in 2006 following a distinguished career in aviation fueling and FBO management, including President of Mercury Air Centers network of 21 FBO locations. He is an ATP and CFI rated pilot with more than 7,800 flight hours and is the author of “10 Steps to Building a Profitable FBO”. John developed NATA’s acclaimed FBO Success Seminar Series and writes an industry blog for AcUKwikAlert.com titled: The FBO Connection.
Ron Jackson
Ron Jackson is Co-Founder of Aviation Business Strategies Group and President of The Jackson Group, a PR agency specializing in FBO marketing and CSR training. He has held management positions with Cessna Aircraft and Bozell Advertising and is the author of “Mission Marketing: Creating Brand Value” and co-author of “Don’t Forget the Cheese!” the ultimate FBO Customer Service Experience. Ron co-developed NATA’s acclaimed FBO Success Seminar Series and writes an industry blog for AcUKwikAlert.com titled: The FBO Connection.