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How to Convert Walk-Ins to Paying Customers

Outline:

 

Introduction

  • Emphasizes that converting walk-ins isn't about "closing" a sale, but building a connection.


What is a Qualified Lead?

  • Focus on identifying whether the walk-in has genuine interest or motivation to become a customer.

  • Discovery/demo flights are used to gauge interest.


Avoid One-and-Done Situations

  • Strategy to prevent walk-ins from only trying a demo without follow-up.

  • Build a relationship rather than treating it as a single transaction.


The 3-Minute Interview with Walk-Ins

  • Questions to ask:

    • What motivated you to do a demo flight today?

    • Do you know anyone who’s a pilot?

    • What do you know about learning to fly?

    • Have you researched it online?

  • Purpose: Assess motivation and potential to convert into a paying customer.


Step-by-Step Conversion Process

  • Qualify the Lead: Determine if they have genuine interest.

  • Engagement: Walk them through a "test drive" by putting them in the pilot’s seat and letting them operate controls.

  • Emotion: Focus on getting them emotionally invested in flying before discussing logistics and costs.

  • Tour and Discussion: Show them around, explain how lessons work, and leave the money discussion for last.


Why New Websites Don’t Work

  • High keyword costs and difficulty in ranking high on search engines.

  • Best practices: Focus on building content over time, including bio pages and videos for better engagement.


Lead Collection Strategies

  • Opt-in Forms: Use simple calls to action.

  • Lead Magnets: Offer something valuable in exchange for email information.

  • Wings Program: Engage with new pilots who can provide referrals, as they likely know others interested in flying.

  • Longtail Keywords: Leads are more likely to convert after deeper research or when following up with emails.


Demo/Discovery Flight Guidance

  • Target Audience: Qualify the walk-in to see if it’s a casual interest (e.g., birthdays) or a serious lead.

  • Avoid offering deep discounts (e.g., Groupon) as these tend to attract less serious customers.

  • Offers like “½ off $1200” for those ready to learn or upgrade can attract more serious buyers.

 

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