In part one of this post we discussed the goals, plans, challenges, and timelines of why people buy. Understanding why students choose a flight training program can help you better “sell” your program. This article outlines two areas of how people buy that I think are appropriate as it relates to your flight training program: budget and authority.
As we know, flight training can be costly. Likewise, cost is often cited as a reason for student dropout. Allowing your prospective students to understand the true costs of your program upfront will better position you as either a fit or not for your prospective students. Further, for students where budget and cost may be an issue educating them on other options for monetary support may help you win their business. By being upfront and helpful you will only better position yourself to “close the sale,” and save yourself valuable time and money.
Do your students have the authority to make their own purchasing decision? Since you are often marketing to young students they may not have the authority and/or budget to make the final decision. Their parent or guardian is likely an influencer into which program they enroll. Therefore, it is essential for you to understand who has the authority when it comes to the purchasing decision and market to that person accordingly. In the business of flight training this person is often the parent or legal guardian-- meaning you need to influence their authority. For example, if a parent’s primary concern is cost, let them know the ROI of a degree in aviation. This may help them overcome their concern and empower them with the information they need to make a buying decision. Ultimately, budget and authority will be the determining factors in whether or not a student chooses your flight training program. You can help influence these factors by understanding why your target demographic buys. Start by asking yourself “why do people choose my flight training program?” This will allow you to better cater your sales and recruiting efforts to their underlying goals, plans, challenges and timelines. Once they believe in your “why” the “how”-- budget and authority will only come easier.