Airline Route and Base Considerations

This is a copy of the article published originally on LinkedIn.

(5. Apr. 2017) A mere three weeks ago, I was approached for a business concept for a substantial fleet of new aircraft and the intention to get them into the air this year. Coming up not with the “usual” business model to use A320/B737 and lease it to low cost airlines, but with a challenging, new (unique) business concept.

That comes along with the need to develop plans not only for the initial routes, but for an ambitious growth plan with expansion of routes and bases across Europe. Having initial interest not just from the aircraft investors group but also from the aircraft maker, I am now heading for Routes and have been asked, what I expect from the airports to bring along.

Based on my blog article My Routes Sales Pitch, I have meanwhile worked with several airports and found a very easy “challenge” to gain understanding of what the airline expects from the airport. The results of the challenge usually gains a better understanding of the airline, a sound SWOT-understanding (SWOT = internal strength and weaknesses, external opportunities and threads). The work usually ends up with a better chance to find a partner to establish the services.

The Airport Challenge

If you would have an aircraft yourself to operate from your airport. How would you utilize it?

Challenging Questions

Which routes? Do you have enough demand yourself? Or does it make sense to share the aircraft with another airport? Will you have the support from the politicians, media, industry and tourism on your side, as well as on the other (destination) side? What’s the incoming vs. outgoing, what is the seasonality? Who can you get to commit on a substantial risk share for the operations? Or is it just “good will” but no commitment?

What aircraft size do you see the business case for? Usually airports today look at low cost airlines with 150-200 seats. How does the model look with a smaller aircraft (i.e. 100 seats), what ticket prices can you sell? The price levels often do not increase in line with the sector length, so shorter sectors may be good, but they compete with ground transportation (car, bus, train). And what is the average income and the GDP in your region? Are there commercial, ethnic or cultural ties between your region and the destination? Is it more incoming or outgoing or equal split?

How is the availability qualified personnel on your local labor market? Flight crews, (line-)maintenance? How about disruptions, crew and passenger hotels? How about aircraft parking or hangar maintenance?

Make me a business case. Convince me. Or other airlines you talk to.

It’s a Trust Thing

At CheckIn.com I developed a case study about the airport “facts” on catchment areas, compared to the reality check by the CheckIn.com pan-European algorithm. It was, it is devastating. Bad enough.

Fraport Bulgaria is 230 and 250% above CheckIn.com calculations on the simple isochrones (x minutes from the airport lives y population). Their response to the facts first was rather aggressively voiced denial; “we don’t know which brochure you refer to”. And when I’ve send them photos, they accused us of incompetence; “we have sophisticated tools, our numbers are right”. We asked. We did neither get any sound explanation, nor did they even try. Nor would they provide the name of their tool or how they came to those numbers. And +200 percent is simply beyond any “drivetime variation”. My guess: Someone made a (less) educated guess about those numbers and now don’t know where they came from; but it sure has to be an unquestionable source, everything else would be heresy, right? CheckIn.com must be wrong, because Fraport Bulgaria is beyond doubt! … Would I trust them on any demand forecasting? You got to be kidding me. And I actually thought them as a possible aircraft base. Oops…? And yes, we have a lot of airlines using our data to compare and we get the very same feedback from them, why they like CheckIn.com. Oh. And CheckIn.com is open about their “Numbers Game“.

We also worked from early February to early April on the Passenger numbers of airports. We talk just 600 airports in Europe, but for more than 50% we receive different numbers from different sources. It’s not uncommon to have different numbers even from the same airport. Or the monthly numbers not summing up to what the annual number is said to be. It’s your main KPI (key performance indicator). If you don’t manage that simple value, how should I trust any other numbers you provide? (more)

We made the basic isochrones and population total together with other data available for free on CheckIn.com to overcome the airlines’ distrust in airport data and especially airport catchment data. Quite embarrassing if you think about it, ain’t it. So you better come up with a sound business case. And at least check your base data and reference your sources.

If you have a wishlist of routes to be served, I will take them as that. A wishlist. I can get them in RoutesOnline (Opportunities) and TheRouteShop (unserved routes).

Have a sound business case compiled for certain routes, I will very likely consider how they fit aircraft rotations.

Have a sound business case for an aircraft? 24/7/365? Then I am very happy to talk to you.

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The End of the Airport Passenger Fees?

Juergen is one of the very few people, I really mean, VERY FEW, people that understand both airlines and airports.
Inflight Shopping

As I outlined in my summary on the Hamburg Aviation Conference, my friend Daniel expressed his believe that within 20 years, there will be no more passengers fees.
At the same time, Michael O’Leary was recently quoted that he expects in very short time they will offer the flights for free.
But flying costs money, no matter how good the aircraft engines become, terminal construction and maintenance, ground handling, air traffic control, gasoline, pilots, cabin crews, aircraft, insurance, it all needs to be paid. And no matter how effective you calculate …

… someone has to pay the bill.

Airlines lower their ticket prices, covering the “loss” with “ancillary revenues”. While those “ancillaries” have been understood as services previously bundled (inflight meal, baggage, flight insurance), they meanwhile extend quite into “inflight shopping”.

At the same time, traditionally airport landing fees, split into the landing and passengers, covered for the airports’ cost of operations and development. This basic, sensible model is now threatened. It will change. But how. When the airline and airports fight for the revenue of the passenger – I believe both will loose.

Airport Duty Free

So currently it is a fight between airport and airline for the money of the traveler. I hear airlines expressing their anger about the airports increasingly draining the pockets of the passengers pre- and post-flight. And the airports upset about architectural changes enforced by the evaporating aviation income, forcing them to add shopping in arrivals halls and rebuilding terminals for improved shopping, i.e. forcing the passenger through the duty free store. Or how to speed up the check-in process to increase the dwell time of the traveler to spend more money shopping. And the shop owners about the increasing pressure to cash in on the passenger in order to pay the expensive rental deals with the airports. And, and, and…

And no, it does not help to imply that the politicos should provide airports similar to train stations. Yes, it is true, airlines bring business to the regions. Airports are important infrastructure. But in the end … someone has to pay the bill.

Source firewalkeraussies.comWhat we will need is a serious, joint discussion about the future business model in aviation. At the moment there is no discussion. There’s the airlines, the airports and business models that cannot work. And we need to have the politicos and the usually government-controlled ATC (and border control, security, etc.), we have to have the ground handlers, the shops and all other players on the table. You can’t reconstruct all the small airports. We don’t need a fight. We got to work together for a sustainable business model. ERA, AAAE, IATA, ICAO, this is your call.

Food for Thought
Comments welcome

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On-Time Performance and Punctuality League

Incompatible Data

Mark from OAG directed my attention this week on OAG’s Punctuality League, which they offer for free download and compiled the results in a “dashboard”, though I find that exceptionally unintuitive and more confusing than helping. FlightStats offers a similar information in tables and graphs I find far more intuitive, the On-Time Performance Awards.

Now after a quick first look, it shows already that it’s incompatible.

I just look at the first OAG graph “Top 20 Airlines by LCCs/Mainline Airlines”.

  1. Hawaiian Airlines (89.87%)
  2. Copa Airlines (88.75%)
  3. KLM (87.89%)

and compare to FlightStats, where Hawaiian neither shows in the Top 10 International Airlines nor Major Airlines (neither Mainline nor Network), but only Top 1 on Regional Airlines. KLM is 1st on International Network flights and 4th on mainline flights.

When I first encountered the FlightStats monthly statistics for airlines and airports, I’ve contacted them (with no reply) if I may add that as an indicator to our airport data. As I consider that valuable information for aviation network planners.

But as I stumble immediately over differences, it raises question. Such, it might be a good idea if OAG and FlightStats talk to each other to make sure they use the same data, and logic before they dig into detail. Or that they explain how they value the data and interpret it. As is, there are unexplained differences. Sorry, now I distrust both sources…?

Indicator. Indicator?

It can only be an indicator, as both sources fail to relate the one to the other. My first question would be to correlate the on-time performance to the hub airlines. Because it is utterly unfair to blame an airport, if their major hub airline is notoriously late.

Then one shall also keep the size of an airport and it’s congestions in mind, i.e. British Airways suffering from congestions in London-Heathrow or Thai Airways in Bangkok. Who is cause? Who is victim?

Yes, for CheckIn.com we emphasize that all that data can only be indicators. To be interpreted by an experienced network planner. Because a single new flight makes a major impact on a new or small airport, but has little statistical relevance on a major hub. Saying that, isochrones are in itself valuable statistical data and we put them into our analyses for a reason. As they are a necessity in comparison with the catchment area analysis to interpret the possible impact for a route. In forecasting, you work with indicators, you have no facts.

Big Data – Big Trouble

At the same time you work with big data, so the more data you work with, the more vital it is to get them from a sound source and have them integrated into a common system. Whereas most established data providers, be it OAG, Flight Stats, SITA, etc. have not yet  addressed that for a “good reason”. But as an industry, it is vital we add this and integration is very high on our back log at CheckIn.com of what we where we want to go!

For the time being, national statistics differ from Eurostats, differ from aviation industry statistics, differ from common sources. These differences in data you get from FlightStats and OAG just being an example that this is also an issue in aviation. Who’s right? I even have examples where the numbers figure within an airport’s own website for a given year. In order to improve, we got to tear down the walls! And yes, that’s part of what I will talk about at coming Passenger Terminal Conference & Expo in March. Will you be there? Please let us meet!

Rotational Impact

So. Why do I give these on-time-performance, no those delay statistics so much thought? Aside the cost of delays summing up to millions, they are not just a nuisance, but a problem. Because when I did that additional case study on cost savings, based on the Zurich Airport’s deicing I did for SAE G12 and WinterOps.ca, I learned an important fact from Swiss (the airline). Whereas the passengers impacted by the immediate flight understand the problem and accept higher force, the aircraft is not operating a single flight, but an entire rotation (a chain of flights) during the day/week. Any major delay has a rippling effect in the network. And if you have a snow-caused delay in the morning in Zurich, your passengers on the evening flight from the Mediterranean summer vacation will not understand and file for compensation. And the airline usually pays!

And for network planning, it is vital to know if you have to build in (expensive) buffers into your schedule, to cover up for the potential delays. That means your aircraft and especially crews are not airborne as much as they could be, such causing further loss of revenue. There is a very good reason airlines increasingly add clauses in the handling contracts with the airports punishing for creating delays and rewarding for reducing such. Being said to be an expert in winter ops planning, it’s bad enough about technical or natural (weather) delays. But yes, delays are also caused by aviation management, be it handling agent, airline operations or air traffic control.

A Summary…

So what now. I think the availability of delay statistics is compelling, useful and needed. But take them with care, as you take all statistics. Try to understand how they are computed, the logic behind and ask your provider accordingly. Yes, that includes our own. That’s why we publish the CheckIn.com methodology. Only if you understand it, you can yourself interpret it. Trust it.

We got to understand in our industry the value of data and common data structures. A delay is a delay? Nonsense. As I mentioned back three years ago in the article about A-CDM.

And I distrust any “closed source” company that does not provide me with their methodology on their analyses. Like many airports do. On the other side, at CheckIn.com, the value is not really the methodology (which is sound), it’s the work that is behind it, the compilation of data from different sources, the constant improvements we give that. Only given sound data, we can provide quality analyses. Given the quality data, anyone can come up with more or less professional analyses. Even to come up with the calculations we do to calculate an airport’s impact on a traveler’s likeliness to choose the one or other airport can be replicated. Though no, we don’t explain in detail how we do it, but the general concept. The hard work we spend every day to merge data from different sources, to cover for mistakes and other short-comings – that makes our work so hard to copy… And is a main part of our USP (Unique Selling Proposition), what makes us “unique”.

Food For Thought
Comments welcome!

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The Numbers Game

I think this time we got the numbers right ... we just don't know which ones to use.
I think this time we got the numbers right ... we just don't know which ones to use.
I think this time we got the numbers right … we just don’t know which ones to use.

Talking about CheckIn.com, we have been asked many times, how we crunch our numbers. Or that our drivetimes are different from Google. Yes?

The second question is rather important, as before you crunch the numbers, you got to see what you work with. And this article on LinkedIn by Jasper Venema rang a bell last week…

So let’s talk about statistics today.

Passengers

We are in the process to add some new region to CheckIn.com and as usual, the first and foremost figure we need are the passengers. We usually use Wikipedia, but even between different Wikipedia pages, more so even between different Wikipedia languages, we find different passenger figures. Now we usually compare them with commercial data we get and guess what: There’s official sources such as ACI, IATA, national statistics, airport associations, but also commercial sources like ANNA.aero, Albatross, AEX or others and in all cases, we have – sometimes substantial – discrepancies on annual passengers per year for a(ny) given airport…

passengersSo we started to ask the airports. And get again other numbers.

We know one difference, where an airport association doesn’t use the departures and arrivals, but simply doubles the departures they get. Not very contemporary and definitely not state-of-the-art, but yes, it explains some. Jasper Venema’s article explains some other. But in numbers we don’t much care about explanations. It should be in our industries own and vital interest to use the same number for the same “item” (here “total airport passengers for a given year”). And quite honestly: If the airline has different numbers as they don’t count non-ref passengers, so be it. With most airlines not happy to give out “their” numbers for a given airport or route, the number that counts is the one the airport publishes.

Drivetimes

drivetimes

Whereas we showed long time ago, that they differ from tool to tool. And sorry, Google is neither the best, nor the most accurate of those. We compared more than 20 different tools, from our initial logistics software used by trucking companies via Google, MapPoint, Maptitude, Apple, Here, … Today we mostly use OpenStreetMaps, as we found them on the tests we did in different countries and where other tools failed, they come up with the proper calculations. Even on ferries they are mostly accurate, where Microsoft and Google still translate long-haul ferries with Zero drivetime.

We cannot consider traffic jams, temporary construction sites or detours, but found OpenStreetMap to provide lower speed defaults on highways likely overloaded. We don’t know how fast you drive, but neither do Google, Bing & Co. – we got to work with assumptions.

Start + End Points

ccom_ham_errorAnother bug we have in our backlog and work on constantly (it’s “relax work”) are the city centers. We calculate population based on the municipality. Now municipality borders are nothing really easy to use for mapping. Take the example of Hamburg. For some reason, Hamburg “owns” a part of the North Sea. Such we had to modify our boundary data for Hamburg to exclude that intentionally as it caused questions on our default example and the map to be “off Hamburg”. Then you need a “geopoint”, a given geographical point defined by latitude and longitude. For many municipalities, there is such a point defined, usually called the “admin center”. But many municipalities either have not defined such point – or it’s a (stupid) “theoretical” centroid that does not relate to streets. Where missing, the drive time takes such computed centroid too, the center of the boundary. In many cases that results in a point somewhere inaccessible by road. There it takes the spatially next road, which does not have to be easily accessible or be well connected to the main roads. Or the centroid is too far off from any road.

Airports are also prime candiates. The geopoint to be used for navigation very often is not the terminal road, but the center of the main runway. The next road might also not be near the terminal, but on the other side of the airport. As such, for each and every of the airports in our database, we defined the geopoint at the terminal or closest to the terminal. For many smaller airports, there is no street data in any of the map tools we use, as those roads are managed “privately”.

locarno
Locarno city limits

Around Lugano, we found many municipalities being located in the alps, with a town, and a lot of mountain with ski slopes. Unfortunately, without a defined city center, drive times differed substantially between a drive to the next municipalities city center defined and the one undefined. Having covered those, Lugano remains an “interesting map”, as there are also several municipalities with “exclaves”, split into different parts surrounded by other municipalities. But we can color only the complete one. So parts are in one drive time zone, others are in the next. Look at Locarno, where there is no admin center, but the centroid ended in the middle of the lake…

Helgoland has an airport, but the entire island is banned for cars. No drive times ツ

Population + Maps

European populationAnd don’t underestimate that the population for all those municipalities we have on file are not the same coming from Eurostat, national statistics offices or the towns themselves. The naming differs between those sources and there is no “common code” like we have in aviation, to uniquely identify those towns. That likely also being the cause of the +20% mistakes when using that commercial maps provider (€32K) for drive time calculations that caused us that ad hoc map change earlier this year. Little town Münster, Bavaria is not the large city Münster in Northrhine-Westphalia the commercial mapping provider returned. And is that now Münster, Bayern or Munster, Bavaria or Muenster (Lech)? Worse in France I can tell you… So we had to make sure we only use geopoints and not unreliable “names” and maintain an extensive list of “associations” to make sure we have the data properly associated – until the next update when they changed a lot again.

But worse; you can’t use Eurostat everywhere, even within the EU. With their data being outdated the day they publish them or regions like Scotland using a totally different and incompatible data model, so they publish “calculated estimates” for the wards. More guesstimates than estimates. And Europe only covers just 28 states anyway, the entire Balkan is missing, Norway, as well as most the microstates … Are the Aland Islands independent or part of Finland? Those are just examples.

And then we need to associate cartography data from the cadastre offices that is incompatible on the same year to their (own) national statistics and Eurostat. So that also goes into the number crunching. Do this for one airport is bad enough. Do it for Europe? We wouldn’t try that stunt again, now we know what we had to go through… And no, the commercial “solutions” are just as bad, so we had to do it “again” for our own database. So we use OpenStreetMap for the mapping. But for our layers, we compiled our own database of administrative boundaries, meanwhile mostly from national cadastre offices with own updates to make the maps match the population data.

Other variables

crystalballaviationplanningSo we take into account the airport size by passengers, defining (assuming) the “reach” of the airport. That’s also something variable, as in some areas there’s a lot of large airports (i.e. Germany to BeNeLux), other regions, airports are rather scarce. Spain for example has Madrid in the center and except for two minor airports all other airports are on the coast. To Bucharest a substantial number of people drive eight hours. We calculate ferry times, including standard waiting times, but what about ferries that go once a day and then you have 18 hours to wait for next days (once-daily) flight?

As I keep saying: Despite all the data we provide on flown passengers on that or similar routes, on passenger potential in the catchment area, etc., I disagree with the recent statement by Marc Gordien on his very good article on air service forecasting maths. To look into the future was, is and will be a look in the Crystal Ball. We can only minimize the risk for failure by providing (and using) the best possible data to justify our gut feeling. But considering myself a professional; when I see new bases opened by easyJet, Wizz or other airlines, I frequently find myself at a loss, would have never seen fit to justify the risk. Still, many of those routes work.

IcebergPrinciple

It gives reasons to consider the soft factors. Reputation. Ticket prices (and ancillary revenues). Frequency. Ethnicity. Commercial relations. Tourism. And many others. And my commonly used example where a regional airline opened up a route on a trice weekly basis, only just when they started making money to be cannibalized by a low cost carrier with bigger aircraft and less frequency, dumping the route in less than a year. Unfortunately, the regional carrier was gone, the route is no longer served. Data is not everything. But it helps to qualify the real cases and make sure you understand the risk taken on new routes.

BransonComplexityQuo Vadis?

Do you find something “weird” on our maps? Please let us know! There are still many mistakes and bugs and we constantly work on the database to improve the information we have. But we believe we now have a rather well working system, the bugs our users point us too are mostly either quickly corrected or (mostly) resulting from reasons beyond our control. And the results very nicely match the facts we get from other sound sources from airlines and airports to compare our results with.

We also work very hard trying to simplify our analyses, compile meaningful facts in the dashboard and provide the more complex detail on the analysis page. We discuss options to also interface the data with other tools, though currently, most of the established companies prefer to live in their silos ツ

brilliant, big (crystal) balls
brilliant, big (crystal) balls

Working with (sound) assumptions, the numbers help you to understand and qualify the potential and the risk, but there are exceptions, no matter how many work on the data to improve it. It will remain an ongoing development and ample room for improvements. And such we will gain better and better understanding of the facts. But we can’t read the minds of the decision makers: The paying passengers. We can only assume a likeliness from sound statistical analyses.

We do not replace a route analyst or airline network planner. But we polish the Crystal Ball(s) in use and provide real nicely shining and new ones to take a better look. Check it out.

Food for Thought
Comments welcome!

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Route Planning Events

Juergen is one of the very few people, I really mean, VERY FEW, people that understand both airlines and airports.

aviationconferencesWhile “the world” meets at World Routes, we received inquiries, why CheckIn.com is not there.

Sure, there are “obvious” reasons, but when it boils down, you need to prioritize where your money comes from. So while World Routes is an important event, I believe in the reasoning behind the split into multiple Routes events.

World Routes for the global players, regional routes for the regional players. Whereas at Routes Europe earlier this year, the “regional focus” is blurred already, attracting “foreign” long-haul airlines. As CheckIn.com currently focuses on Europe, Routes Europe is a must go for us. So we will be in Ireland next April. As an airline client requested Russia before North America, we won’t be ready for Routes Americas in Vegas in February.
If we get North America up in time, it may make sense to look at World Routes 2017. May make sense.

Likely still not, as the focus of the event is the networking between airlines and airports. As close as we are related to the aviation network development industry, we are secondary, we are supplier. World Routes is simply too busy, too packed, to give us a lot of opportunity to promote our services. That’s much more focused and such reasonable at the smaller (and targeted) events.

ConnectAviation2017Right after Routes Americas, there’s the second (annually first) European event which we now have as a “must go” on the agenda: Connect°

Which motivated the question, why or how that event differs from Routes Europe and why I believe this is even more valuable…? The answer is rather easy. Where Routes attracts all those big shots, it is already becoming a “major player event”. Many small airports and airlines expressed towards us that they feel uncomfortable at Routes, even on the Routes Europe. Too big. Too big-focused.
Connect° and Karin Butot focus the event to the small and mid-sized players. So if you look for big traffic and big routes, go to Belfast. But if you focus on small airports, regional airlines and more local business, you’re very likely better off at Connect°.

So if you want to meet us…

22.-24. Feb 2017: Connect°, Ajaccio, Corsica, France
23.-25. Apr 2017: Routes Europe, Belfast, Ireland

Or call us to make an appointment elsewhere.

P.S.: Have you registered for CheckIn.com access? Registered users enjoy free access to basic airport data for more than 570 airports in Europe, including an isochrones map and the population in it! Free as in “no charge” and “free to use” (as is).


Food for Thought
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My Routes Sales Pitch

Juergen is one of the very few people, I really mean, VERY FEW, people that understand both airlines and airports.

A post on ASM VP Nigel Mayes on RoutesOnline triggered this FoodForThought. His thoughts about a how to give the perfect routes presentation … Focusing on data. Which is a perfect example of what you see at Routes and what will not make the difference.

IcebergPrinciple
Successful Selling is Emotional

In any given sales training I attended, in many of the keynotes or presentations I gave on the topic, I focus on three facts I can boil down to one:

  1. The Elevator Pitch
  2. Successful Selling is Emotional
  3. What’s your message?

Or in one: What is your USP? The USP is the Unique Selling Proposition. It’s what makes your product different, why someone should choose to buy from you and not your competition. But more important, the new concept of the ESP: The Emotional Selling Proposition!

In my presentations, I never focus on the numbers. Say what? But with CheckIn.com you’re crunching numbers big time!!! So what?

I’ve never sold the numbers. Not selling software, nor selling airline tickets, nor selling airports, nowhere. Simply: Nowhere.

Selling is emotional. 10% of the sale is facts. Some say 15% (1/7th). I believe less.

Facts are facts, they either sell on their own, or they don’t. Not much influence on the facts.

When I sold competitive software, the data crunching was important. But not to come with facts, but how to load them emotionally? Because where I sold was, where I could establish the emotional link. Trust. Faith. Sure you got to have your numbers. You got to issue an RFP, very often under legal rules, making sure the procurement team is unbiased and takes what is best for the company. Often under stupid rules like “cheap = best”. You get what you pay for, right? But then, there’s the “finale”. If you’re in the final round, emotions jumps into the game. Suddenly the soft factors get more important. Three finalists competing. All qualified. Who fit’s my need the best???

HAM: Hamburg Airport Marketing
HAM: Hamburg Airport Marketing

The job of the sales manager. Be the face of the company.

There are three phases:

  • Phase 1: Establish the contact
  • Phase 2: Know your [Numbers / Tools / Services]
  • Phase 3: Close the sale.

Phase 1 and 3 are all about emotions. They are about Sales Management. Phase 2 is where the number crunching work is. That’s for your engineers to support your sales manager!

An attractive sales lady or gentlemen without experience, right from university sells mostly to men. Emotional. Good for the initial contact and the closing. In between, you don’t need sales, you need the engineers, the number crunchers. Phase 2 is not “sales”. But I also learned that you better call the graduate not a sales manager but either a junior sales manager or a customer manager. Face to the client. They can learn the process. They should be the face to the client (at all times). They should not be exchanged, or your client looses a big part of his/her emotional bonding to your company. But they must work in tandem with the company’s experts! And they have to learn enough of your product before you remove the “junior”.

Many companies make the mistake. Engineers trying to sell. They go for numbers, technical gadgets, hardly ever they understand the emotions that make the customer buy into them. Do I need to be able to know deicing management or shall I better understand the principles behind it and leave the fine-print to the engineers? Talking to deicing experts with 20 years experience, I caught them with emotion. With emotionally loaded facts. Want to buy? Here’s the dream, the overall picture that I know we can make a reality. Let’s call in the engineers, they can explain you in all detail how the individual puzzle piece works. Want to make the sales manager an engineer? Bad idea. Want to make an engineer a sales manager? Bad idea. Engineers are usually number crunchers. Only very few understand the emotional concepts in selling. Recently, in marketing groups there’s a hype about the step from USP to ESP from the unique to the emotional selling proposition.

shifthappensnarratedThe first-ever post on this blog was Shift Happens. As valid as it ever was! Today, most jobs and products are new. Experience helps to adapt and understand the USP. But being good in Sales & Marketing is not about expertise in the product. It’s about expert in emotional selling proposition!

A friend recently asked me for help on a new start-up. I had a look at their website. I did not understand what they’re doing. I got what business they were in. But what’s their USP? It’s been done by engineers… You got to be one to understand.

So let’s look back at my first three points. Lots of words on the website. But what’s it all about? I didn’t know. So we come down to my first point: The elevator pitch. Can you catch a potential client’s or investor’s interest in the first 30 seconds to two or three minutes you have with him in the elevator? Or on a conference floor? Three sentences. Why should he talk to you? What’s your product, what makes it different? What’s the value? “Return of Investment” is an issue. Emotion is also one! Apple sells more on emotion than anything else! So we’re back on 2.: The emotional side. And come down to the third issue: What’s your message? In three lines or 30 seconds? If you can’t boil your USP down to the elevator pitch, how do you think your prospected clients will ever understand it? If you can do it in 30 seconds, you have 19 minutes to talk about it and bring the emotion home. Okay, realistically you have two to three minutes at a Routes scheduled meeting to bring home the pitch. Rarely at once, beyond 30 seconds the risk to be disrupted increases expotentially

If you focus your sales pitch on “Know your numbers”, you miss out the 90% emotional side of selling.

My advise for airports intending to sell successfully at Routes: What’s your message? Most important thing we did at Erfurt Airport was the image video

https://www.youtube.com/watch?v=srzk2WbTcgY

No voice. Just music. Emotion! Renaming Erfurt to Erfurt-Weimar? Emotional. Weimar transporting “history” and emotion. Everyone heard about Weimar in history class. What’s “Erfurt”?

ERF2006-15
2010: Promoting emotionally

The final point I focused on in my presentations and consulting with airports: Focus on incoming! Everybody knows, you know “your local market”. But in aviation, you have two markets. Show you know what attracts people to you. Incoming. No, I never understand how Thuringia Tourism at ITB 2010 could promote Hungarian historic composer Franz Liszt, when they just had a great number of gold medals from the Olympic winter games. The politicos in Erfurt never understood the need to focus on incoming, nor the need to promote emotionally.

Though I should have been warned: On my second day there in March 2009, Thuringia Tourism GM Bärbel Grönegres was in Abu Dhabi and promoted medical tourism there to fly to Frankfurt and get the train or a bus to Thuringia. Instead of the existing flight service via Munich. The state development agency LEG had delegations fly from and to Berlin, with train connection from and to Erfurt. We made a 99€ special available to LEG, which they never made use of. How do you want to sell the flights, if the politicians paying for them don’t use them? Result: Instead of replacing Erfurt-Munich (three hours drive, very good train connection) with the recommended Erfurt-Amsterdam, they simply decided to not extend my contract and terminate scheduled services.

So make sure you have your own PTBs behind you (the powers-that-be). State development, tourism, industry, politicians. And not just because they have to, but because they believe in your sales pitch. It’s a team effort. And a team is not a group of people who must work together, but it’s a group of people who trust each other. Emotion.

Emotions are key to successful selling. If you hire a sales manager, find someone emotional. Someone creative. And don’t make them an engineer, you likely have enough of those already, right?

Jobs-quote
This just applies as much to Sales people as to engineers…
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