2. The Best Practice presentation 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 the client 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 the local 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 identify Corporate 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 approach Business 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
support of
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 the key 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 the main objections, and how to
tackle them?
10. What are the main 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
12. Follow-up process
• Provide Travel 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 Information Contact
Geoffrey Carrage
Paris, France
gcarrage@aviareps.com
