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SLC_Selling Offline Airlines to Corporate - SAA_France
The document provides guidance on selling offline airline tickets to corporate clients, outlining the context of the client airline, how to identify potential corporate customers, key arguments for selling to them such as flight schedules and cost savings, addressing common objections, and processes for contracting and following up with customers. It details strategies for approaching both travel management companies and corporate companies directly to discuss the airline's offerings and services.
SLC_Selling Offline Airlines to Corporate - SAA_France
- 1. Selling offline airlinesto Corporate The example of SAA Geoffrey Carrage
- 2. The Best Practicepresentation will cover: o What is the client context and focus? o What is the market context? o How to identify Corporate clients? o How to approach these clients? o What are the key selling arguments? o What are the main objections, and how to tackle them? o Contracting process o Follow-up process Topic Overview
- 3. What is theclient and context and focus? Airline profile • Long-established schedule airline • HQ in RSA, with European offices in FRA and LON • Offline airline in the FR market (used to be online) • 4-star airline (Skytrax) Airline offer • Intercontinental flights • 4 daily flights from Europe to JNB • Extensive network in Africa • Feeder flight agreements with major European carriers Airline target • All market segments • Focus on Corporate travel to Southern Africa
- 4. What is thelocal market context? Competition Air France •80% Market share •Flying Blue market •Daily A380 to JNB •Seasonal 772 to CPT •Agreements with main TMCs and Corporates OALs (BA, KL, LH, EK…) Corporate market Direct flight Flight schedules Cost savings Decrease in yield Travel benefits (cultural) Economic environment Strength of EUR currency vs ZAR Positive trade balance for FR vs ZA Average economic trend Unemployment rate growing
- 5. How to identifyCorporate clients? • Sales reports (IATA number + Agency name) • Own controlling instruments (Saleskit) • GDS (address, phone number, email address) Airline tools • Esmash (revenue, routes, yield…) • Paxis (market overview per agent and market) • MIDT (market overview per airline) • Clickview (gather all statitics in one document) • Internal customer database (Excel…) Inhouse tools • Knowledge of the market • Weekly benchmarking of potential agents (web, calls…) • Associations/Relationship with SAT and RSA Embassy • Internal synergies (sales lead…) Sales force
- 6. How to approachBusiness Travel Agencies? Explain purpose of the call Define agency’s interest in meeting you Identify suitable schedule for both parties Send email of confirmation Identify spokesperson Market knowledge Call or email the agency Identify the TMC Market knowledge In house or airline tools What is my entry point? Specific area (City, region…) Agency typology (Seamen, TMC selling Mozambique…)
- 7. Company With the supportof the TMC Recommendation from the TMC Provide with contact details Phone call or emailing for appointment + reminders RFP Provide with requested details and private fares proposal Direct sales approach Identify relevant spokesper son Email + Phone call Explain reason of your call and company’ s benefits Identify suitable schedule for a meeting Meeting How to approach Corporate companies?
- 8. What are thekey selling arguments? • Cabin layout and onboard service • Number of flight available ex-Europe • Departures available from French Provinces • Overall flight time • Flight schedules • Beyond destinations EXTENSIVE PRODUCT/ COMFORT • Through fares ex-FR • Semi and fully flexible fare conditions • Dedicated bookings classes with availability even at low booking anticipation • Stopover in Europe in exchange of substantial cost savings on all travel classes SAVINGS/ FLEXIBILITY
- 9. What are themain objections, and how to tackle them?
- 10. What are themain objections, and how to tackle them? Typology of objection Reaction Example of objections Counter Arguments Objection involving competitive considerations Focus on product and clarify benefits Direct flight Cost savings opportunity Loyalty benefits (AF Flying Blue program) Own loyalty program Cost savings Premium Economy Class Benefits of Economy Class layout Objection regarding the product Reassuring behaviour Struggling airline RSA Governments support Availability on feeders Competitive feeder agreements 3 European gateways Frontal objections Reassuring behaviour Rephrase the client’s needs GSA representing the airline Dedicated team and tools Close follow-up Postpone decision Make sure client has all the understands product and offer Agree with a timetable No interest May hide an unexplained objection try to rephrase and explain again the key benefits
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- 12. Follow-up process • ProvideTravel Manager/Agency Manager with quartely performance overview • Bi-annual business reviews • Dedicated training with TMC booking agents or company’s travel assistants
- 13. For More InformationContact Geoffrey Carrage Paris, France gcarrage@aviareps.com