Finding clients is not easy.
Seth Godin recently posted a story on how even blind squirrels find the occasional acorn. God knows how many of his books I’ve shipped to our directory and consulting clients. He’s distilled one of the most basic struggles of the dynamic FBO, air charter or any other aviation business into a concise story.
While this chart is overly simplistic, it certainly compliments this post, which reminds us why those who constantly invest in their brand, customer contact, etc. succeed when it comes to “getting the call.” (You know, from the guy with a big bag of acorns.)
Or to put it more aptly… an air charter and FBO manager mentioned the other day that when it came to marketing “Well… we all suck!” He saw the problem, and we said, “Steve, you rock.”
Let’s look at Steve’s declaration in another light.
Most, if not all airplane companies, are run by near superhuman people. These companies are amazing bundles of energy where a small group of people gather each day to tackle the near impossible and pull it off looking like champs - because they have to - it is an uncompromising industry. (Ask any dispatcher about their typical day of quoting, managing pilots, checking weather.. and yes.. worrying about catering.)
But despite this herculean performance and dexterity, how should the typical firm plan around the most difficult part of business development?
Simple: Plan the business around acorn acquisition and retention, since without acorns, winter sucks and you risk eating food you’d rather not eat. And the easiest way to assure a steady supply of acorns, is to have the right tools to find, store and eat them.
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