Imagine the phone rings. A guy is on the line trying to sell you acetylsalicylic acid. He has a great deal for you if you sign up right now.
You ask them for more information and they rave about how their acetylsalicylic acid also includes hypromellose, powdered cellulose, corn starch and triacetin.
Here’s the thing … if aspirin is sold only on the features (ingredients) it contains, you’re probably not going to buy.
But if it is sold for the benefits it brings you––muscle and joint pain relief, fever reduction and lessening headaches––you’re probably going to be interested.
How does this apply to flight training?
People don’t become customers because of the features you offer but because you have clearly articulated how learning to fly with you will solve the problem they have:
- Starting a career with the airlines
- Growing their business
- Fulfilling a lifelong dream of learning to fly
- Visiting distant family
- Taking on a new challenge
Most customers know how much learning to fly will cost them by the time they start training, but they drop out of flight training because they don’t feel confident that learning to fly can solve their problem.