Selling: Building Partnerships Case Study 8.1 Presidential Aviation

Selling: Building Partnerships Case Study 8.1

Presidential Aviation has provided charter flights to a wide array of custom- ers, including business travelers worldwide. The company is known for its ability to cater to passengers’ every desire, including gourmet meals, special beverages, entertainment while in the air, and other luxury accommodations. Santiago Diego is a salesperson for Presidential Aviation. Today he will be making his first visit to Juan Espinosa, a procurement officer at Regent Seven Seas Cruises. For more details about Presidential Aviation and Regent Seven Seas Cruises, see Case 7.1 in Chapter 7.

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Case Study 7.1

Presidential Aviation has provided charter flights to a wide array of customers, including business travelers worldwide. Thanks to the Presidential online book- ing system, business travelers can secure reliable quotes and book both domestic and international flights. Presidential has a sizable fleet of aircraft, including jets (light, midsize, and large jets) and turboprops.

The company is known for its ability to cater to passengers’ every desire, including gourmet meals, special beverages, entertainment while in the air, and other luxury accommodations. Presidential also staffs a full-service VIP jet con- cierge program, similar to what major airlines offer.

Santiago Diego is a salesperson for Presidential Aviation. He is currently planning an important first visit to Juan Espinosa, a procurement officer atRegent Seven Seas Cruises. Company officials travel across the country a great deal in their work. Santiago would like to tell Juan how Presidential can provide outstanding benefits to the Regent Seven Seas Cruises. Some of the special fea- tures for business travelers include the following:

• Privacy—you have the entire aircraft to yourself and can travel with passen- gers you know and enjoy.

• Comfort—including extra-roomy leather seats, in-flight movies, fully stocked bar, and gourmet meals that you choose.

• Ease—no time-consuming check-in process. You drive right up to the plane, and your luggage goes from your car into the plane.

• Point-to-point travel—there are no set schedules, so you fly when you want. Presidential uses 10 times more airports than commercial airlines, so you can fly from less congested airports closer to where you live.

Questions 1. Develop a set of open and closed questions to fully discover Juan Espinosa’s needs.

2. Develop a set of SPIN questions to discover Juan Espinosa’s needs.

Expert Answer


1) Closed Questions:

  1. Do you look at procuring high budget flights or low budget flights?
  2. Do you think your privacy is important to travellers?
  3. Do you own any charter flights? If yes, how many flights do you presently have?
  4. Do you want your customers to experience best-in-class luxury?
  5. What if i give you a fully luxurious top class flight for your top class customers at a better price in the industry, would you accept?
  6. Do you have any experience with private charter companies before?

Open ended :

  1. What are some of the things like you like about your existing flights?
  2. What are some of the things that you dislike about the existing flights?
  3. How do you define comfort?
  4. What all comforts are you presently offering your travellers?
  5. What do you want to do to improve convenience to your most previliged customers?
  6. What are some things that you feel would make your flights a smoother, easier process?
  7. What are some of the problems that your pilots encounter while flying?
  8. What would you change in your present travel system?
  9. What are some of the recommendations you have about owning a private charters or flights?

2) SPIN questions :

Situation based questions :

  1. How many people are in need of flights per cruise?
  2. Do you have enough flights to suffice the demand?

Problem based questions :

  1. Do customers complain about missing their cruise due to flight difficulties?
  2. Do some people miss out on your cruises due to air fare being too expensive

Implication based questions:

  1. What would adding charter flights for your cruises do to your price?
  2. Are procedures slowed or halted in any way due to traveling with a large staff?

Need Payoff:

If I tell you that adding a charter flight service for your cruise lines would increase your sales byat least 5%, would you be interested?

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