A Private Message To
Owners And Operators.
by Jay Mesinger
changing and transactions taking more and more dedication to
complete, I have been personally on the phone more than
ever. I am, of course, trying to reach you to see if your
plane is for sale, ask about any transition plans, or simply
introduce myself. I know that you, as business owners and
“C” level professionals, are also busier and more focused on
your own businesses and because I am sympathetic to your
schedules and your focus, I have a question: How would you
like me to communicate with you?
you like to interact with the aviation marketplace? I’m
hoping you can share with me what would be the most
effective way for my industry to communicate with you. Help
us help you.
I thought I
would write you to ask your thoughts about effective
communication and I am sure that whether transitioning,
selling outright, or just owning in these changing times,
there must be valuation questions that you would like
answers to as well as insight into the future. I also know I
am not the only one calling and that you are probably
getting more calls than ever. I am sure that most of the
calls you are receiving are from very skilled aircraft
professionals who are amply capable of answering these
important questions that may be circulating internally in
As I look
around at the methods we use, I see many opportunities to
provide you with much needed accurate input. It was not that
many years ago in the scheme of things that mail - and not
even overnight mail - was a method we were using to send you
important market information. That was, of course, easy to
do for us, but hard to track its effectiveness.
mail was then replaced by the opportunity to send
information overnight, which began to give us some better
tracking information based on at least having a signed
receipt upon delivery but it still wasn’t a solid way to
track effectiveness. Then came the fax machine! Wow, was
that cool? We even learned to send out thousands of faxes at
the same time. Imagine, never before could we as an industry
communicate so quickly with so many, and I think that we as
aircraft professionals really got some self import from it.
We began to believe that everyone we were faxing wanted to
hear from us. We were wrong and it didn’t take long for what
was probably much needed legislation and regulations to fall
into place, restricting people from sending out unsolicited
faxes. We must apologize that it took such a heavy hand to
teach us not to take advantage of this communication tool so
faxes came another tool that we’ve probably abused - emails.
Not only did we add the word “email” to our vocabulary, but
also the word “spam”! Sorry again.
about that phone? Maybe we should just pick it up and
communicate the old fashioned way, making the cold call to
you, the prospect. We all try to reach you that way and
occasionally break the ice with a cold call but it’s a sheer
numbers game and takes unbelievable confidence on the part
of the caller. Given the tone in the voices of the call
recipients, I am not sure you are just sitting at your desks
waiting for our calls. So give us some feedback. What does
work for you? How would you like us to communicate? I
promise we have vital market intelligence to share. Help us
review of the touch points of our market intelligence would
probably be fitting at this point in my letter to you. This
magazine is a clear example of a way for you all to stay on
top of a combination of important data. Just look at how
thick or thin the magazine is in any given month. That is a
quick way to weigh the inventory supply against prior
periods. Additionally, flipping through the magazine will
give you an understanding of the types of aircraft supply
and what could be changing pricing based on changes in
asking prices. Finally, many of the trade publications have
excellent editorial pieces that bring light to either
specific segments of our market, changing tax and regulatory
information as well as “who is who” in our market and where
you can find an old friend as they move around or up in the
extremely useful tool that is available today is of course
the Internet. With search engines like Google and Yahoo,
simple questions can be typed in and within a few button
strokes you can access many resources worldwide. What an
amazing asset to us all.
So back to
the original question: How would you like to hear from us?
Is reading about the market informative enough? Would you
like chosen individuals to email you regular updates? Do you
want to reach out to us or have us reach out to you? Do you
enjoy the calls that we make to inform you and ask you about
your needs? Please tell us. I promise we will listen.
this industry maximize its effectiveness with respect to
keeping our prospects and clients informed? The next time
you get a call from one of us, take an extra minute to
either invite us to call again or ask us not to. Take a
moment to share a personal email address and let us know
what specifically you might like to be kept informed about.
Help us help you. We do all care, I promise.
Jay Mesinger is the CEO of J. Mesinger Corporate
Jet Sales, Inc. He is on the NBAA Board of Directors
and is Vice Chairman of the AMAC. Additionally, he
served on the Duncan Aviation Customer Advisory
Board for two terms, is a member of MEBAA, EBAA
and is associated with IBAC.