The characteristics of in-flight sales are such that, much more than in traditional sales outlets or even in duty-free airport shops, the role of the salesperson is crucial. The airline personnel can maximise the impact of a well-conceived sales programme, or conversely, by their attitude they can totally destroy all upstream efforts.

A.I.R. will offer tools and specific activities to the client companies for the training, leading and motivation of the sales force.

Airline personnel training :

Schedule constraints make the availability of airline personnel rare or expensive. The organisation of training activities has to be worked out carefully with each company, and based as far as possible on short modules or self-training.

However the content of their training can be defined here :

- Technical training :

• deals with sales procedures and tools (computers),
• can be led by a specialist A.I.R. trainer, or by airline personnel instructors from within the client company, who have had prior training from A.I.R..

A.I.R. has already trained more than 10,000 flight attendants in the use of in-flight sales computers. A typical course runs very smoothly and AIR can provide up to 6 trainers simultaneously.

- Product training :

Acquiring some basic knowledge of the products on sale puts crew at ease and contributes significantly to the growth of the average in-flight shopping basket.

• AIR produces technical information for airline personnel about new products,
• With the suppliers and of course the agreement of the company, AIR organises product workshops to fit in with the schedules of flight attendant,
• in-flight sales computers offer on-line help by providing a brief description of the characteristics of a product in two languages (mother tongue of the client company and English).

- Training in quick and skill sales :

A.I.R. is aware that in-flight service is very intensive. Mastering a few simple commercial techniques enables staff to respond more effectively to customer demands, thus increasing turnover without encroaching on other provision, or on the airline personnel´s rest time.

- Leading the sales team :

A.I.R. suggests to its client companies, that during the pre-flight briefing sessions, sales leaders or briefers should be present.

These people move informally amongst the airline personnel, making them aware of details of new sample products, listening to their suggestions and answering their questions.

With the agreement of the company, A.I.R. provides various communication supports for airline personnel :

• notice boards in appropriate places,
• a monthly sales bulletin, giving details of new products, sales results and technical or commercial tips.

- Motivating the sales team :

Incentive scheme is often a delicate subject and must, of course, be worked out with the client company. A.I.R. can offer to provide the relevant services with the necessary sales tools for the working out and running of the companyÆs own scheme.

A.I.R. has completed a comparative study of profit-sharing or incentive schemes in many airline companies, and can offer advice in this field to the client company.