Avionics News October 2022 - 40

MEET THE 2022 MODEL-YEAR AVIONICS CUSTOMER
Continued from page 39
What, the internet did not give a complete picture
of every possible avionics installation or systems
integration situation? This must be blasphemy, but even
the hardest core web geek might admit that YouTube,
Facebook, or whatever website you prefer, more often
than not, only tells part of the story. This means that
when it comes to dealing with today's new-generation
avionics buyer, you have your work cut out for you.
Anti-scare tactics
" In many instances, what we see today are customers
coming in and wanting something they've seen in a
piece of marketing or on YouTube or the like; they want
'that' in their airplane, " stated Geordan Eddy, avionics
manager at Centennial Aircraft Services. " Many of the
first-time buyers we talk to today haven't grown up
around airplanes and avionics. They have no idea and, in
many cases, don't seem to care about how it all works.
They just want what they want in their panel.
" It's a good conversation starter, but they're often
surprised what goes into installing even the simplest
unit. The manufacturers advertise plug-and-play, and the
aircraft owners believe it. Then when we try to explain
how it all has to interface together, it's like they think we
just want to add on to the bill. "
Eddy gave the example of the misconception of
performing " a simple audio panel " upgrade. Or at least
that's what the customer is led to believe by the online
information the audio panel's manufacturer has posted.
" They (customers) come in talking about the Bluetooth
and stereo and features like that - and the OEM says
it's a 'drop-in' installation - quick and easy, " he said.
" There's so much more to it that we have to explain.
In most cases, we have to remove the entire intercom
system and run new wires and connectors to all the seats,
which means we have to remove the carpeting and side
panels.
" None of the manufacturer's information talks about
any of that. It's up to us to take the time to do the
research and then educate the customer. I just wish the
OEMs would spend more time in their videos explaining
some of these considerations, so the customer has a
better idea as to what they're needing to have done.
" Our prior-generation customers came in here at least
having an idea about how this all might go together. They
weren't always right, but at least they understood that when
it comes to avionics, there are no simple installations. Many
of today's customers don't know anything about what we
40 avionics news * october 2022
need to do. We're not trying to take advantage of them. It's
all required to make it all work. "
While it certainly would be great if the YouTubers or
avionics manufacturers would include all the details of an
installation in their videos, it's simply not practical. There
are too many variables. But still, some kind of disclaimer
would be nice.
Since we're on the subject of the cost of installing
whatever in your panel, while there's no hard data to
support it, when a manufacturer puts a price on a product,
they don't or possibly can't total up what the end cost will
be. Every airplane, panel and avionics suite is unique. And
if they did put the real " typically installed " price in their
marketing materials, it would be enough to scare most
customers away.
Meeting the needs of new-gen customers
Our current situation hasn't only changed the way
customers learn about avionics; it's altered the way we
interact.
" The trend to do more things remotely has definitely
changed the way we are doing business with our customers
today, " explained a veteran avionics sales representative
for StandardAero. " It's a little tougher to sell when you're
not across the table from someone. It's easier for them to
say no.
" That's forced our company to find more creative ways
to improve the information exchange between our sales
and technical teams and our customers. We're doing a lot
more webinars and Lunch and Learn programs now. They
give us ways to stay connected with our customers on a
consistent basis. "
As good as the various interactive options may be, and
not that they don't have their place in today's business,
the company stressed that as things return to normal,
StandardAero will be at the forefront of reestablishing
personal contact with all of its current and prospective
customers.
" Our customers prefer face-to-face interactions much
more than virtual meetings, " the sales rep said, " especially
when you are working with some of the more technical
products like cabin connectivity or cockpit display
upgrades. There are so many options available, and it's
really difficult to do a good job with it remotely.
" For example, right now, connectivity is by far our
No. 1 avionics seller. Even if you read all the information
and watch all of the informational videos, there are still a
lot of gotchas to understanding it all. It's one area where
in-person meetings are the most effective way to keep
customers on top of an ever-changing segment of the
market. " q
Avionics News October 2022

Table of Contents for the Digital Edition of Avionics News October 2022
