A MESSAGE FROM THE PRESIDENT
The Flight Training Segment is Very Active
We are entering one of the busiest flight training periods in the history of civil aviation.
There is a renewed interest in flight training and the aerospace platform in America. We see more young people engaging as flight schools create value and deliver education for the younger generation. The adult population is also becoming more inquisitive and that is another positive indicator that flight training is becoming more vibrant and dynamic.
At FSANA, we encourage all of our members and future members to understand that the industry segment we term flight training is not easy and requires dedication, focus and hard work.
In a few weeks, I will have the opportunity to visit with the
Mid Island Air Service AeroChapter. I look forward to meeting the youth members and their leadership team along with the chapter advisors and their parents who will visit during the monthly AeroChapter meeting.
We estimate that if every flight school in America hosted an "AeroChapter", the student pilot start rate would increase between 3%-5% each year over the next decade.
In May 2015, I received a call from one of our members in Arizona who reported that they had enrolled a young person in one of their
"AeroCamps". The unique part of the call was that I learned that the camper was coming all the way from Alaska with his mother to attend the camp.
I would like to take a moment and thank all of our members who support FSANA through our series of committees. Many of the programs that FSANA develops is accomplished with input and guidance from our members. Committees meet telephonically as required. We try and not burden members, but we believe that member input is important.
Thanks to our members, supporting "Partners" and advertisers, we are honored to be able to continue to build the association. FSANA members received over $10K in benefits and value in 2014. That figure continues to grow as we create new and exciting programs for our members and their current and future customers.
Make no mistake, FSANA is not just for the youth. Right now, several of our member schools are beta testing another new "Aero" program aimed at the adult market. 2015 will be a great year for the flight training community. With safety at the forefront of all aspects of our wonderful industry, let us continue to climb, go forward and advance the "The Business of Flight Training".
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MARKETING TIPS
The Most Important Sales Skill You've Never Heard Of...
by Paula Williams
One of the sales and marketing services we offer to flight schools and other aviation companies is "mystery shopping," in which we have someone call each of our clients posing as a potential client.
Our "mystery shopper" uses a checklist to grade several customer service basics and some key sales techniques.
In flight schools, it's not uncommon the phones are often manned by flight instructors, office managers, and other folks who may not have sales training. It's also not uncommon that these folks do a fantastic job.
It sometimes happens that flight schools hire someone who is "a good talker," thinking that this person will do a fantastic job of showing people around, telling them about the programs, and so on.
Puzzled by sales numbers that seem lower than expected, they look forward to our "mystery shopping" reports, thinking that we can reveal some magic "closing techniques" that will help them sell more.
And we do, but usually not in the way they expect.
One mystery shopping report we received today had a recording of a 16 minute 37 second call. The person who answered the call was Cathy, (not her real name) a trained salesperson who is friendly, knowledgeable and very enthusiastic.
She clearly knew the program backwards and forwards, and answered every question in great detail.
In fact, she spent the entire time sixteen minutes and thirty-seven seconds talking about the flight school programs.
Of the total time on the call, about 83% was Cathy talking. Our mystery shopper talked about 10% of the time.
Cathy provided a very detailed, whirlwind description of the program, the duration, the books, the instructors, the simulators, the required examinations, and everything else.
"Great, let me talk with my family and get back to you," she simply said "Great! Looking forward to talking with you again." And hung up.
What's so bad about that?
- She didn't ask enough questions to really understand the caller's situation.
- She didn't even ask for contact information so that she could SEND the information package she had promised early in the call!
While this is a problem, the larger issue was that after this long conversation, she still knew nothing about (and had expressed no interest in) the CUSTOMER. She had no idea why the caller wanted to learn to fly. She has no idea what his hopes, dreams, and aspirations are. She doesn't know what is anxieties or hesitations might be.
She was clearly enthusiastic about the school, but demonstrated absolutely no interest in the caller.
There's an old saying that teachers of young children learn - "Kids don't care what you know until they know that you care."
This is not just true of children - adults learn better when they have a good rapport with the instructor and the school. They are more likely to enjoy the experience, work harder, spend more time and money, and refer their friends and colleagues.
So, how do you build rapport?
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MARKETING TIPS
Don't Text and Drive; Do Text and Market
by Andrew Corselli, Associate Managing Editor
85% of consumers surveyed say they would prioritize unopened text messages over emails and push notifications. Some people say that text messaging is bad for your health. That's certainly true when driving. But a new study says the communication method is the most effective way to reach consumers in real time with time-sensitive information.
The research, which surveyed 1,000 consumers in the UK, by eDigitalResearch and commissioned by OpenMarket, suggests that retailers need to implement a comprehensive communications strategy that includes multiple channels to engage with consumers across the entire lifecycle.
"Retail is a very personal experience with unique consumer and purchase journeys," Steve Brockway, director of research (UK) at eDigitalResearch, said in a release about the study. "The report underscores how preferences regarding brand interactions differ for every shopper. This means that retailers must consider these preferences when choosing how they engage with each one of their customers. A one-size-fits-all solution doesn't exist, and retailers should evaluate each communication channel to ensure a smooth customer journey whenever possible."
The study shows that SMS is preferred for the delivery of priority information, such as order status alerts, with 85% of respondents saying they would prioritize unopened text messages over emails and push notifications from apps. Furthermore, 53% of respondents cite it as the preferred method of communication when on the go; and half say they'd choose the method for day-of notifications.
Results also show that 59% of respondents prefer to receive promotional information via email. Of those surveyed, 54% say they always or mostly always open offers received via email. Additionally, the communication method had the highest open rate for marketing information, closely followed by text messages.
Text messaging may be preferred at certain stages of the customer journey, but trust remains an obstacle for retailers using the technology. Only 43% of respondents say they're willing to share their phone number with retailers out of fear they would be bombarded with irrelevant communications.
"This research truly reinforces the importance of a comprehensive communications plan for retailers, which includes using a variety of channels for each phase of the customer lifecycle," Paul Murphy, head of commercial development at OpenMarket, said in the release. "The continued shift to online shopping and growth of services such as 'Click & Collect' mean that it's critical to provide timely delivery and collection information. Only SMS can offer the ubiquity, familiarity, and effectiveness when it comes to these types of interactions."
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SIMULATORS IN TRAINING
To Move, or Not to Move?
by Tracy Cook
Vice President - Marketing and Sales
Precision Flight Controls, Inc.
Cockpit motion systems have long been the domain of the most expensive FAA-approved simulators, Full Flight Simulators (FFS). FTDs and ATDs do not require such motions systems. In fact, despite significant empirical evidence to the contrary, the prevailing research is that the addition of motion (especially on a limited basis) is of little positive training value.
Many manufacturers of ATDs have recently attempted to change the industry's perception. ATDs are now optioned with 3-DOF (degrees of freedom) and even 6-DOF full-motion systems. While initially introduced primarily as marketing devices, the results have been
interesting, if not
eye-opening. Some of these systems are better than others. Proper
cueing of the motion system with the visual system is paramount. The best of these systems provide many features not available on static cockpit systems. Pitch and roll cues complement the simulation while introducing seat-of-the-pants sensitivities. Inclement weather can be accompanied by its associated turbulence. On the best systems, a full stall buffet and break reinforces the dangers of flight at dangerously slow speeds, especially for ab initio students. Asymmetric thrust takes on a new dynamic with a well-cued motion system. Other beneficial motion cues include ground handling, braking, airframe/engine vibration, configuration changes, transition
to landing, etc.
When considering the purchase of a cockpit AATD, take the time to experience one of these motion-equipped systems and see for yourself if they enhance the simulation and training environment. You just may become a believer in the benefits of the latest motion system technologies being applied to AATDs.
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FSANA NEWS
AeroCamp Gets Local Press
An AeroCamp in Greensboro, NC got a little local press on the morning TV show. It is always great to see press for member schools and the efforts along with FSANA programs. Bruce McCall, President of Triad Aviation Academy was very pleased with the media coverage that was prompted by his AeroCamp program. Click here to see the local news coverage.
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TRAINING THOUGHTS
Rotorcraft Checkride - Hey Instructor...
Why Do YOU Teach?
by Randy Rowles
Without reservation, I can say that I have found my passion in life. I love teaching the art of helicopter flight. I don't know when, where, or why my passion for sharing my love for helicopters developed, I only know that I enjoy it. Equally enjoyable is serving the FAA as a Designated Pilot Examiner (DPE). Do all instructors share this passion? If not, what motivates instructors in their vital role within our industry?
The other side of the teaching process is the evaluation of the student. As a DPE, observing poor student performance directly caused by equally poor instruction occurs all too often. In many cases, the student has no idea their helicopter education was tainted by a semi-engaged flight instructor. To a number of flight instructors, success is measured by the amount of flight hours they log or how those hours will be credited in furtherance of their Airline Transport Pilot (ATP) qualification. Looking at the student as a 'necessary evil' not only hurts the student's education, but the industry as a whole. A few months ago, I was asked to be a reference by a flight instructor seeking employment within another segment of the industry. My only connection to the instructor was through the students he had presented to me for FAA practical examinations. After a quick review of the exams I had conducted for his students, I noticed that nearly all had been successful on their first attempt. Additionally, a couple of instrument students stood out in my memory as 'extraordinary' in terms of instrument knowledge: a direct credit to this instructor. I agreed to provide the reference, however, I asked, "Why do you not want to teach anymore?" He answered, "I love teaching...I just want to experience more of what the industry has to offer. It will make me a better instructor." In stark contrast to the previous instructor, I had been working with a relatively new instructor at the same school. The first few students presented were less than stellar. During each evaluation, weaknesses were identified in both knowledge and flight proficiency at several differing pilot certificate levels. During the re-evaluation of one of the applicants, a review of IFR cross-country planning was required. The planning was incorrect and the applicant was found to be unsatisfactory. How did this happen? Didn't the instructor review the applicants planning prior to signing the FAR 61.49 retest endorsement? During a healthy heart-to-heart discussion with the instructor, an eventual truth was realized. He said "Randy, I really hate instructing. I'm only doing it because I have no other choice." I don't expect each and every instructor to share my passion for teaching. Still, as an industry, we must expect every instructor to provide their very best effort to cultivate each student they are tasked to teach. Flight school management must weed out those instructors that believe mediocrity is the standard, and that their own fulfillment to pilot stardom is only reached by having the title of "flight instructor."
See more at: http://www.justhelicopters.com/Blog/tabid/554/Article/87065/Hey-Instructor-Why-Do-YOU-Teach.aspx#sthash.wTFyvsWX.dpufext
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INDUSTRY NEWS
Upcoming TFR in California this Week
There will be a TFR this week in the Los Angelas, San Francisco
, and Palm Springs areas. Any pilots of flight school operators are asked to share this information with fellow pilots or customers. Click on the picture below for more information.
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Becoming
a FSANA "Partner"
FSANA is a growing association that represents the interests of flight training providers. The membership is a group of motivated and successful business operations that provide flight training across the country. If your company or a company you know would be interested in joining the team of support that FSANA is building for its efforts, it is time to become a "Partner."
Core platforms of FSANA include:
- Helping flight training businesses operate successfully and profitably;
- Increasing the pilot population;
- Working with other aviation and aerospace industry associations and companies to promote quality flight training pipeline development;
- Providing programs and services that will assist FSANA members to better serve their customers and local communities;
- Promoting best practices in the flight training community;
- Reducing the general aviation incident and accident rates;
- Engaging both youth and adults to explore aviation and aerospace.
Becoming a FSANA "Partner" offers year round brand exposure for your organization in both print and electronic platforms in multiple channels.
To learn how to become a FSANA "Partner" please contact
Debbie Sparks, Director of Business Development at
dsparks@fsana.com or
561-767-6826.
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We want feedback from the readers of this newsletter! Tell us what is important to you
as a school owner, manager or chief flight instructor. We will share comments received
in an upcoming edition of
Flight Schools News eMonthly
.
Send your thoughts to info@fsana.com.
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Inviting the Best
Aircraft Operators
in the Business to
Join Our Network.
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2016 FSANA International Flight School Operators Conference
More information to be announced.
Flight Training
Advocacy Day in Washington, D.C.
More information to be announced.
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Click on images to download sample Aero program brochures
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