Question

Topic: Other

How Can I Get A Meeting With Someone Important In A Major Airline?

Posted by v.a.shannon on 7/18/2014 at 5:33 AM ET 125 Points
I represent a language school that specialises in English for Aviation purposes. This is a specialist area but with a strong demand, supposedly.

We are really well qualified, have researched what we do and offer a great service. I trained originally as a lawyer, so I am confident about making presentations or answering questions about the business.

My question is, how do I access the major international airlines to promote my business. I want to get a meeting with the head of pilot training and go in and make a presentation to them, but don't know where to start. I don't want to make the school look like it's run by idiots/amateurs!

To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by telemoxie on 7/18/2014 at 7:16 AM Member
    I have done outbound marketing, seeking appointments for a variety of specialized and/or technical firms. Regarding where to start: I would recommend not starting with a major airline. I would recommend starting by calling on smaller less influential airlines. After you have tested your approach and after you have asked dozens of questions, you will be better prepared to make your first call on a major airline.
  • Posted by v.a.shannon on 7/18/2014 at 7:27 AM Author
    Thanks for the comment telemoxie - I take your advice. Maybe I didn't phrase my question quite clearly enough. The point of my question is, how do I get from here (sitting in front of my computer) to there (sitting in front of the training manager). Do I just phone them up and ask for an appointment? Seems a bit unlikely ...!
  • Posted by Jay Hamilton-Roth on 7/18/2014 at 8:18 AM Member
    Telemoxie's approach is good. The way you get even your first appointment is to clearly understand needs from their perspective, and present a compelling reason for why their time would be well spent talking with you. It may be that you'll want to talk with someone in HR - not a VP. And the way you learn what you need is by having informational interviews (i.e., NOT sales interviews) to ask some key questions, listen well, and then repeat with other executives in other companies. Once you understand who hires, how they choose a school to help their employees, (etc.) you'll be better positioned to make a compelling sales presentation.
  • Posted on 7/18/2014 at 10:21 AM Moderator
    Good advice above. The way you will get the appointment is by addressing a topic that is really important to your target audience -- the thing that keeps them awake at night. When they hear that you have a solution to that hot-button problem they'll be interested.

    So your interviews should be focused on who in the organization has the specific problem you can address. If nobody has that problem you are not likely to make a sale ... and you probably won't even get the opportunity to present your solution (to the problem they don't think they have).

    Hope your interviewing (and listening) skills are good!
  • Posted by SteveByrneMarketing on 7/18/2014 at 5:06 PM Accepted
    Excellent advice from all three top experts. Regarding "Do I just phone them up". Perhaps yes, with some pre-development. First you will need to identify the specific person to call. Then begin building a profile about that individual. For example, beyond basic profile information, do they have an assistant? If yes, this might help you arrange a phone conversation. Once you understand their specific need, sent out a relevant information package (3D box or folder) via FedEx and address it c/o the assistant. Contact the assistant and let him know to expect the FedEx package the next day. Then call the next day to learn if the assistant has indeed received the package. Then very politely ask if the assistant would make sure the executive sees the package. Then follow up again to learn if the executive did see the package, and if she is available for a quick phone conversation ... etc. etc. until you have succeeded in presenting your offer/solution. (Tip: try to never get a "No" response. Keep the process open and flowing until you get a "Yes")

    This methodology has resulted in phone conversations with CEOs of Fortune 500 companies.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Other)