Selling More Into the Cockpit
The Avionics market is highly competitive. It is also cluttered with noise and companies attempting to undercut another on price. This isn’t the best of situations for anyone. We think that a combination of branding and retail marketing skills can help avionics companies stop competing on price and features, and instead, lead on relationship and market strength. Ultimately, this will lead to more sales in the cockpit and greater satisfaction for both customer and company.
We have spent a fair amount of time studying how avionics companies market. There’s one word that describes it:
None of the avionics companies stand out, have a brand identity, or have strong deep relationships with their customers or with prospects. Without question, some companies are more recognizable (and you know who they are) but none of them sell with a voice that is uniquely theirs. All of the companies in this niche sell exactly the same way, “We have avionics. Want to buy it?”
As a consequence, what happens is all these companies selling nearly exactly the same products all compete on price. That’s a recipe for disaster in the long run. When all companies have left is to compete on price – then ultimately the market degenerates down into a “lowest common denominator.”
The reality is that the customers who buy avionics need to satisfy two conditions – they want to ensure they’re buying “the right thing,” and they want to make sure that the company they’re dealing with is going to take care of them. Both of those elements are essentially “branding” elements combined with a strong sales funnel.
Three elements need to come together in an avionics marketing strategy for companies to grow: they need strong lead generation, they need a strong branding position and message, and they need a strong sales funnel. That takes know how – that’s what we do.