Surveys have shown that cost isn’t the number one impediment that prevents folks from learning to fly. But it is a significant consideration for almost anyone who puts serious thought into getting their wings.
Other industries that sell high dollar products or services face similar challenges. And so they engage in something called exceptional customer service.
We in aviation might put some thought into that too, from the smallest FBO to the largest flight training providers. Customer service matters.
Imagine you’re a new flight student. Perhaps you’re in college, or working an entry-level job. Either way, your supply of cash is not abundant, even though your hopes are high. So you get bold, navigate the chain link, the barbed wire, the no trespassing signs, and make your way to the local FBO.
If this FBO is like so many others, the employee they encounter is not particularly enthusiastic about being at work.
The new prospect may even have difficulty finding them if they’re hiding out in a back office watching videos on their phone. It happens. The odds are good that first employee isn’t a pilot.
The industry is not off to a good start.
The newbie is at the FBO for a reason. They’re thinking of taking flight lessons. They may not be entirely sure why they want to fly. Yes, their own true motivations may be a mystery. But the idea is intriguing, so they’re at the airport to learn as much as they can about the cost, the process, and the equipment they’ll need.
More often than not, the sales pitch is uninspired and goes little further than offering a rough price. That cost is arrived at by taking the cost per hour for airplane rental, plus the cost per hour of an instructor, then multiplying that by either the minimum number of hours to earn your certificate, or the average number of hours it takes others to earn their certificate.
Either way, the number is dangerously close to what the potential student paid for their car. They swallow hard and reconsider. Is this a good idea?
Maybe. Maybe not. It occurs to them that if they don’t succeed they’ve still taken on a significant amount of debt, or spent their life savings. For what?
This is where they start to seriously reconsider their desire to fly.
Now, considering that potential student is expressing an interest in spending $10,000 or more at this establishment over the next several months, perhaps it is worth at least thinking about treating them as if they’re of real importance. A VIP, as it were. Because they are, frankly.
Instead of leaving them to talk in generic terms with whomever happens to be at the counter, what if the FBO made it a practice to match that potential student with a CFI right off the bat, or at least an employee or tenant who flies.
Invite them to sit down in a comfortable chair. Offer them a coffee, or a bottle of water, or a soda. Treat them as if they’re a welcome guest arriving at your home.
Make it obvious to all concerned that this aviation enthusiast, this new prospective student, is worthy of the time and attention of those who are employed by or frequent the airport. Which of course, they are.
Now we’re in a much better position to discuss the benefits of flying. We might share our own story of how we got into this business and how much we enjoy it. We might offer to introduce them to other pilots on the field.
When the discussion turns to the cost of lessons, we can be honest and tell the prospective student that there are multiple paths they might follow to earn their certificate, and our job here at the Super-Duper FBO Flight School is to educate them about all their options and support them as best we can no matter which they choose to follow.
The student is suddenly charged up. They’ve found a partner. A person who really gets them and understands the challenges they’re going to face in flight training. The time, the money, the learning plateaus — all of it.
Now they’re not worrying that they might not be able to do this. Now they’re thinking, which path is right for me, and when can I start?
Good questions.
Maybe they rent the aircraft from the FBO and use the instructor assigned to them. Perhaps they would consider buying an airplane, which the FBO can maintain for them, and use an instructor from the flight school to teach them to fly in their own airplane.
They might like the idea of buying an airplane in partnership with someone else, or two, or three someone else’s, which can cut their cost even further while giving them access to an airplane they feel truly comfortable in.
They may appreciate the FBO directing them to the flying club on the field, which can provide an airplane at a reasonable cost, and offer a choice of flight instructors who are club members, or from the FBO’s flight school.
That potential student is now half-an-hour deep into a conversation with someone for whom they’re gaining real respect. They’ve got several options to consider, all of which have merit. They’re involved in the process right from the start, and their new partner, the FBO flight school, is well positioned to make a dollar or two off this new potential student no matter which option they choose.
A curious but cautious potential customer walked in through the FBO doorway. A satisfied, motivated customer just walked back out with a scheduled appointment to come back. That’s a win-win if ever there was one.
What’s this going to cost? We often think of that as a question the student pilot asks the flight school.
Perhaps it’s time for the industry as a whole to ask, “What’s this going to cost?” if that prospective new pilot leaves unimpressed, poorly served, still wishing he or she had answers to their questions.
We can do this starting right now, today. And we will all be better for it.
Frank Szachta:
I am an 87 “young” Pilot and CFII. I sold my 64 Mooney to a younger pilot who started a small flying club with it, that is doing fine with 5 pilots who loce this “older” plane ( Our Mooney #7106U) that is a “beuty on the ramp at SRQ (Sarasota,FL.) with it’s refurbished interior; a new paint job; a new propeller; and a zero time engine. Now that’s my story. I have been flying General Aviation smaller planes, after a 20 year Air Force career flying the B-47 bomber in the Strategic Air Command, which I did a few years after I did my first solo flight in a J-3 Piper Cub as a 16 year old boy, just after high school in a vocational High School in my studies to get a CAA mechanic license in 1949.
Now lets fast forward to 2017. After my 20 year USAF career I flew cessna 172’s and 182’s in the Civil Air Patrol a USAF auxiliary outfit sponsored by the USAF. While in the CAP which sponsors youth (from 12 through 18) to get a private pilot license I learned of the EAA (Experimental Aircraft Assoc.) which sponsors the Air Venture show in Oshkosh, WI annually and helped start the “Kit Plane industry” world-wide, which sells professionally designed complete “Kits” that you can build yourself. In addition they started successful “free flight idea” wherein a self set goal of flying “one million” Young eagles between 1992 and 2013 the 100th anniversary of the Wright Brothers First powered flight.
the EAA was successful in their goal, and continued doing more Young Eagle flights, and to-date have flown over 2-million Young Eagles on these “free flights”. The EAA which prints their monthly “slick” magazine called “Sport Aviation”. The former CEO of Cessna Aircraft recently took over as EAA Chairman of their Board of Directors a few years ago, and has taken over as CEO the EAA organization a few years ago. If you suggest this concept to him at the EAA whose HQ is at Oshkosh,Wi , I am sure he would seriously consider your suggestion, and come up with a plan to start your concept moving forward.
Sincerely wishing you “Good Luck” in the future
Frank D. Szachta
Major USAF (ret)
CFII 1371466
187 Denmark Dr., Ellenton, FL. 34222
e-mail [email protected]
PS: I fly, my recently wife of 61 years was an outstanding fabric handler
that’s were we got our e-mail address
The Icon A5 is one of the few aircraft manufacturers that is marketing heavily towards the adventure crowd with disposable income. We need more of this!
I couldn’t agree more! I received my Private Pilot license back when the CAA was still running things (1951) before they were replaced by the F.at A.ssed A.eronauts and I’m still flying. The Private license now requires testing on an immense amount of rules, regulations and procedures which have nothing to do with private flying, for which there is no need of more than a half-dozen instruments and certainly no radios. I do always require a ‘glass cockpit’, which is one with windows, because open cockpits now bother my sinuses. We all have a right to Happy Landings!
The cost of lessons is not as big a factor as continuing to fly in rentals or owning your own plane. Aircraft are hand made and everything in them has to be solid but light. The ‘cheap’ planes are over 50 years old now and basically death traps.
Sport Pilots are the same as private pilots in regard to training and costs. The only difference being the medical, night cross country, and a little longer solo cross country flight. So giving away Sport training is the same as giving away Private training.
After thinking about it, No, dumb idea. If you really want to fly, you will find a way. That is why being a pilot says something, both to yourself and to others who have any idea about what it takes.
Today, we have a country filled with millennials (I have three of them) who have the attention span of a parakeet. Waiting for the microwave to hit 30 seconds is a real struggle for them.
Yes, GA is probably dying. There doesn’t seem to be anybody coming up that has the long term vision to learn to do something that you can’t access on your SmartPhone.
Yep! It appears GA is slowly dying. Unfortunately there doesn’t appear to be a whole lot that can be done about it. For example, it looks like the ultra-lite movement is overshadowing GA, or more specifically, competing with GA for the newbies primarily interested flying for the love of it. Ultra-lite cost is much easier to handle than the expense’s associated with GA. How can that dynamic be changed? It probably can’t. Plug in all the regulations connected with GA and a highly complex and expensive picture emerges. So, it doesn’t require much of an imagination to see GA in a slow death spiral and will eventually go the way of the horse and buggy.
Some very good and accurate insights. In 1976 I walked into an Airport FBO in Ypsilanti, Michigan. There were three flight schools there at the time. One Cessna, One Piper, and another with a man stiting behind the desk waiting for anyone to walk in. I did. Stayed for my Commercial and Instrument and flight Instructor. Used every penny of my VA benifits. Should of stayed longer but Life interrupted me and I left the state and looked back fondly on aviation for almost 35 years. Then Through a series of casual conversations. I was introduced to the local EAA Chapter. I was a guest for over a year before I got the nerve to ask about the plane they had. It was a Flying Club that was, as it happened was located at the same Hanger. They were, everything we have been saying about customer service. Friendly, helpful, not pushy, Very eager to have me be a part of their small club. After a few free rides and some number crunching the cost was almost to good to be true. I have been flying their small plane for almost two years. This choice isn’t for everyone. But, our EAA Chapter and the Flying Club called The Spirit of Haughton, are perhaps the exception to the rule. But, it is a great place to start and learn about the people and aviation in general and get exposure to all things aviation without the rudeness of many FBOs. I have had experience with many EAA Chapters all across the country and have never met a more kind, caring and generous group of people in my life. If it wern’t for them I would still be fondly thinking about aviation and wishing. Check out your local EAA Chapter and see what they are about. It’s free and the folks are friendly.
Would YOU “invest” in a business where the potential market is less than ONE in 1,400 of the population? Not to worry, there are enough “fools” out there who will continue to do so!
Boy, howdy, did you hit the nail on the head!!! I have been removed from flying for 21 years (private with instrument) and want to get back in the air. Finally found a flight school, but met with the “uninspired” office help. Owner/instructor was gracious and happy, and helpful. But I’m looking at the whole business model of old airplanes, torn seats, broken screws, etc (although safe and airworthy), old radios and I’m wondering….what did I get into here?
It would be nice to have a flight center with furniture that isn’t torn, a clean coffee bar, windows without smudges, yet this seems to be at every flight training academy in Texas. Perhaps not at some of the airline schools (Flight Safety, etc), but at all local centers I’ve come across. Old and unprofessional surroundings turn me off, so I’m sure they have that effect on “newbies”.
Maybe attention to friendliness and “newness” is in order. Just a thought on a great article.
Mr Gratia:
If the flight schools don’t meet your standards, get a copy of Trade A Plane or go to Controller.com and seek out a plane that will meet your needs and purchase it. Then get a flight instructor to fly with you and refresh your skills, and you should be happy.
Not all aircraft have torn seats and loose screws, and owners can manage the maintenance of their aircraft and if you have sufficient interest you will ensure that your own plane always shines.
Aircraft ownership and management is very costly though. Renting a hangar, insurance, maintenance, replacing obsolete items, refreshing paint, general maintenance – all so you can fly a hundred hours a year – costs a lot so you need to be financially prepared.
Until we get tort reform, GA will continue to die a slow death. It is too easy for a lawyer to convince a jury that may or may not have ever seen anything to do with GA that xxxx is at fault. So, priced into everything sold or done, is the reserve for the inevitable lawsuit on engineering or manufacturing that was not done to today’s standards…..even though it was done 40-50-60-70 years ago (there are many 70 year old Bonanzas still flying).
How old was that Piper airplane that crashed with the ketchup magnate on board????
Until we drain that stinkin swamp, nothing good will ever happen if it depends on them.
I agree. If you needed $5000 of training before you could go riding your Harley or fishing in your Bass Boat, those fields would be struggling as badly as personal aviation.
What we need is an industry supported foundation that will pay for a Sport Pilot license for anyone who shows a good faith desire to learn. All the aviation businesses, the plane makers, and the gear sellers, should support this, because new pilots are new customers.
Jack, your idea is great … but … can you imagine an industry that foregoes some of its profits to guarantee a future of consumers by teaching those future consumers how to actually manipulate and operate its product? Well, neither can I. The greed for short-term satisfaction is so pernicious there is nothing they won’t do to not only guarantee the short-term windfall at the expense of longevity but to shoot themselves – and us – in both feet.
Jack, a few years ago when I hosted the GA Power Collective at Oshbash, I sat reps from seven major acronym groups on a public panel, hoping it would spark the concept that they would all work together to poll their resources to bring more people into flying. One of the points I made with them was that people will easily spend $5,000 on a new road bike or river kayak, but the public simply did not know you can get a sport pilot ticket for five grand. My concept was to get them – and some fat cat donors – to develop a giant marketing budget that would advertise flying to the outdoor adventure crowd, skiers, bikers, rock climbers etc…not the usual marketing GA does to advertise flying to…the aviation crowd. Of course, it went nowhere, could not get ANY buy-in from the main aviation advocacy groups.
Having a foundation like this would be great…very similar to my Welcome Sky Aviation Scholarship program I started in about 2002 in Fresno. In that program, I get donations of cash and in-kind from rich pilots but also Average Joe pilots, and we funded the full flight training for three students who earned their private pilot license. While it was only three pilots, I think the program demonstrated that something like what you are suggesting might work. If I were retired, I;d already be on a call with ya trying to find a way to get this going.
I have recruited many students by offering them a discovery flight while discussing their options. It usually hooks them in. It is amazing at how many flight schools/FBOs just ignore potential customers. Jamie, has hit one of the recruitment problems nail square on the head. Now if we can only hit the FBOs square on the head with the 2×4 of customer service.
I’ve been playing with airplanes since 1975 or so. In my experience, the BIGGEST obstacle to GA is the completely bass-ackwards attitudes of too many FBOs I’ve encountered. Basically, if you don’t arrive in a Gulfstream, you ain’t ****. In 1982 I had a pocket full of cash and wanted to buy an airplane – for cash. Nobody at one of the local FBOs would talk to me! I was very clear – “I have cash in my pocket, I am a pilot, and I want to buy one of your airplanes which have the For Sale banners on the props.” You can’t get much plainer than that. Can you imagine walking into a car dealer and saying that? You’d leave with a fleet of cars! I wound up buying from someone else – a private owner – for cash.
Same problem with flight schools (just like Jamie says) – no interest whatsoever in acquiring new customers, snotty attitudes, no information available, if someone actually GETS a license it is as much in spite of them as because of them.
We’re selling a product which makes a Lexus look cheap, and our customer service and customer engagement is worse than the phone company or the credit bureaus – we are often downright user-hostile!
GA has enough problems without adding to them ourselves. Blaming the FAA is just plain wrong, they are the least of our problems. We MUST be more welcoming and more supportive and more encouraging if we are going to survive. As Pogo said, we have met the enemy, and he is us.
Spot-on, Miami Mike. The larger context is that we are part of a disfunctional, abusive, disintegrating family rotting from the top down. Everybody is suffering from the appallingly stupid act people perpetrated on Nov 8 2016. The disgust, loathing and fear of having the vile creatures we have at the top of the “family” has made everyone angry and afraid. We deserve better and only a radical change will improve things, including GA.
Would YOU “invest” in a business that has a market potential of LESS than i in 1.400 of the population?
Don’t fret, however, there are enough “fools” who would!
Tesla does. Rolls Royce does. Rolex does. Mercedes Benz does. There are plenty of “niche” markets which cater to 1 person in 1,400 or 1 person in 5,000 or 1 person in 14,000 (or more) and if they are addressed correctly, there are HUGE profits to be made. We should be making them, and we are not.
The problem is that we are trying to sell an expensive product and we really have no idea how to do it. The fact that this costs a lot of money isn’t the deal killer – the deal killer is that the people selling the product (flight training, airplanes, etc.) are such poor salespeople that they couldn’t sell hundred dollar bills for fifty cents. I suspect that some of them may have even gotten fired from the DMV for bad attitude.
Recreational aviation competes with boats, RVs, ATVs, and none of these are cheap. ALL of them, however, are more effectively marketed than aviation. We are competing for disposable income, and we are doing a flat awful job of it.
Miami Mike; couldn”t agree with you more! The problem we have those “left if center” who feel the general population is the target market – when it reality its those whovcan “afford” it FIRST and haveba NEED for a 180 knt bird – a “Life Time Customer (LTC) value! Improving the payload by 3 lbs, or lowing the stall speed by 5 knts; its all about finding your BEST customer; one who can “afford” it, and “selling” the NEED aspect, rather than the “want” aspect!
Tesla isn’t a real car company. They would not exist except for a quarter the price of the car is covered by we taxpayers. Rolls fills the same niche as a hand-crafted gun maker or an artist making a one-of-a-kind painting. Not a good metaphor.
Aircraft are also hand made. The main eroding factor for aviation after flight lesson costs are the aircraft. The ‘cheap’ planes are over 50 years old now and basically death traps.