Attract and Keep FBO Customers with ‘Curb’ Appeal
/By John Enticknap and Ron Jackson, Aviation Business Strategies Group ABSGgroup.com
Attracting and keeping transient FBO customers starts with making a first good impression; it begins with ‘curb’ appeal, or more aptly, ‘ramp appeal.’
Just like in the real estate industry, how potential or new customers perceive your operation starts with the moment they first lay eyes on your facility as they taxi onto your ramp.
Over the years, we have had many opportunities to talk to business aircraft pilots about what they like and don’t like about FBOs; we’ve heard what turns them on and what turns them off.
Here is a capsulization of our discussions and findings regarding ramp appeal:
“The moment we taxi into an FBO for the first time, we can tell if we are going to have a good experience or a bad experience.”
“Is the ground support equipment lined up in orderly fashion?”
“Does the GSE appear to be in good working order?”
“Are safety cones, chocks and welcoming mats stored neatly?”
“Do the hangars and/or other structures look like they need a coat of paint?”
“If anything looks out-of-place or neglected, we wonder what the restrooms look like and the general up-keep of the terminal facility. Afterall, we care about our passengers and the type of customer experience they receive.”
This begs the question: When was the last time you and your support team have walked out to the ramp and taxiway threshold to observe your FBO operation from a pilot’s perspective? This is a great exercise and should become a regular habit. You may be surprised what you discover.
Please leave any comments you have about this blog post below. If you have any questions, please give us a call or send us an email: jenticknap@bellsouth.net, 404-867-5518; ronjacksongroup@gmail.com, 972-979-6566.
ABOUT THE BLOGGERS: John Enticknap has more than 35 years of aviation fueling and FBO services industry experience and is an IS-BAH Accredited auditor. Ron Jackson is co-founder of Aviation Business Strategies Group and president of The Jackson Group, a PR agency specializing in FBO marketing and customer service training. Visit the biography page or absggroup.com for more background.
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