SALES & MARKETING IN AVIATION | Aviationia

Growing uncertainty and competition in the global airline industry is forcing airlines to reinvent their marketing and sales strategies. This masterclass looks at the latest airline marketing and commercial trends to help you revamp your commercial practices, enhance the commercial skills in managing new sales techniques, and understand the power of brands and customer experience. As the customer is the central focus of an airline’s marketing strategy, this development programme provides key insight and tools to help you assess your target markets and develop a long-term relationship with your customers.

Why Sales and Marketing in Aviation Industry?

• • To examine the attributes and skills of top performing sales professionals and consider new ways of selling in an ever-changing aviation world
    To demonstrate how different marketing strategies are applied and their significance in the commercial operation of an airline
    To build a successful brand and consider the importance of experiential marketing as a means to deliver competitive advantage
    To review the mode of working in a digital era and innovate in the way we engage and listen to passengers
    To be better informed in order to make correct decisions and optimize a customer experience strategy
    To focus on delivering a differentiated airline experience

Programme

• • 1. How to develop account sales plans that look to meet and exceed established sales goals
  • 2. Focus on selling skills development, particularly consultative selling, and how to link opportunities to sales generation
  • 3. Developing an airline positioning statement, and the strategic choices required to ensure we can ‘live and breathe’ the airlines mission
  • 4. How to manage a brand and communicate through new technologies
  • 5. Considering ways to define the airline, the product and value-offering value – What do passengers expect
  • 6. Understanding the key trends in online and off-line communication – How to ensure we utilise blended strategies to put forward the airline’s key offer and differentiation

Who Should Attend?

Personnel from marketing, finance, sales and planning, individuals/firms who are participating in new product development, and those at the forefront in the airline industry

Concluding Remarks

The masterclass will involve fusing theories and concepts from the broad fields of sales and marketing and applying them to problems typically confronted by managers. The existing knowledge and expertise participants will be used to solve problems relevant to them and their organisations. They will be required to apply relevant research discussed in the course to realistic business cases back in the workplace.

Meet your Trainer

Having nearly 30 years of experience in aviation across academia, industry and government entities, with a focus on managing commercial links between airlines, airports and tourism boards, Professor Gavin Eccles has been holding leadership positions and delivering tailored consultancy globally. His portfolio includes Emirates, British Airways, American Airlines, United Airlines, Qantas, easyJet, Jet2, Eurowings, amongst others, and he served as CCO for SATA Group where he had brought new thinking and managed networks, revenue, sales, and marketing & strategy development. He was a Board Advisor to Turismo de Portugal and participated on projects with ANA Airports Portugal for the opening of international air routes to the country. Awarded a Master of Philosophy from The University of Surrey and an Honours Degree in Management from Sheffield Hallam University, Gavin is ever-dedicated to continuously imparting practical solutions to managerial challenges through his executive mentorship.