En le etat en l état Aviation Week & Space Technology
A McGraw Hill PublicationBy Charles E. Schneider
Wichita, Kan.-Cessna Aircraft Co.'s Commercial Jet Marketing Div. will use marketing and service philosophies developed by some of the nation's largest merchandisers, manufacturers and suppliers in marketing and support of the Cessna Citation twin-turbofan business jet.
James B. Taylor, division vice president, has put major emphasis on proven marketing ability rather than airman skills and pilot certificates in the selection of his worldwide marketing staff.
"For many years now, the first question require a high-level decision within the asked a prospective salesman was Do company for purchase. Every man flies, you fly?' The dealer or manufacturer was but he's a marketer first and a pilot sec-really looking for a man to sell airplanes ond "We can teach a man to fly in a matter but in many, many cases-probably the majority-he was getting a pilot who was
of months, but it takes years to teach
learning how to sell, " Taylor said.
milat fret and a
marketing."
Tavlor. in assembling his organization,Business Flying
Cessna Citation Marketing Emphasizes Aircraft Utility
By Charles E. Schneiderwide markeune stau
"For many years now, the first question asked a prospective
salesman
was 'Do
aparylor purchase
Out nes a marketer mist and a prodso
you fly?' The dealer or manufacturer was really looking for a man to sell airplanes
ond
but in man. many cases--probably the
"We can teach a man to fly in a matter
majority-he was getting a pilot who was of months, but it takes years to teach
marketing.
learning how to sell,
" Taylor said.
*When the man is a pilot first and a
Taylor, in assembling his organization,
salesman second, he thinks first of how avoided selection of seasoned commer-
the airplane flies. He becomes so in- cial aircraft salesmen. Only one regional
volved in how the airplane feels and how manager previously sold commercial air-
it will perform. that it becomes the major craft. point he conveys to the buyer. What the
"A guy selling two or three or four dif.
airplane can mean in terms of effec- ferent aircraft Over the past 5-10 years
tiveness as a business tool just doesn't get loses credibility. The customer wonders if
the proper emphasis.
the guy really believes what he says.
"This approach has been effective in a
"We're starting with a new aircraft and
seller's market. which is what the little- new people who haven't bounced around
airplane business has been. Most of the sales in lighter aircraft are to pilot/
the industry for years. They're not bound by a lot of old ways of doing things.
owners. The salesman shows the prospective buyer what it will do fin terms of per-
These are people who can sell both top level management which must make the
formancel and if the customer likes what final decision and the chief pilot who in-
he sees and has the money, he buys it.
fluences it." Taylor said.
"This approach will not work in selling
The division's customer service staff,
high ticket (high priced] business jet air-craft. Purchase of these items requires a
Taylor explained, will be much larger
high-level decision within the customer
than the marketing/sales staff.
"Service in too many cases, has taken
company. The man who will fly the air-plane. though he certainly influences the
second priority in our industry.
Derson that manas i.
decision of the company, is not the only
"Service has been second to sales . . kind of an afterthought. In talking to"This approach nas
schers market, which is what the little- new people airplane business has been. Most of the the industry for years.
sales in lighter aircraft are to pilot/ by a lot of old ways of doing things.
owners. The salesman shows the prospec-
These are people who can sell both top
tive buyer what it will do in terms of per- level management which must make the
formance] and if the customer likes what final decision and the chief pilot who in-he sees and has the money, he buys it.
fluences it. " Taylor said.
"This approach will not work in selling
The division's customer service staff,
high ticket Thigh priced] business jet air-
Taylor explained, will be much larger
craft. Purchase of these items requires a than the marketing/sales staff.
high-level decision within the customer
"Service in too many cases, has taken
company. The man who will fly the air- second priority in our industry.
plane. though he certainly influences the
"Service has been second to sales . .
decision of the company, is not the only kind of an afterthought. In talking to
person that must be sold.
many, many aircraft owners, service has
"We're selling not only to the man who been the sore point. The customer be-
Alies the airplane but to the people higher lieves he has a good airplane, but he can't
in the company who are not so interested get the kind of service he needs when he
in how an airplane flies or feels to the pi- needs it. lot, but are interested in what that piece
"We have a lesson to be learned here
of equipment can do as a business tool.
and can learn from non-aerospace com-
"We're putting together a staff, the panies," Taylor said.
embers of which have the same back-
"Look at Sears, Roebuck and Co. They und. They have all marketed high
are head and shoulders ahead of their
at items which are business tools and nearest competitor. They had $9-billionin gross sales last yead bets) while their
¿losest competitor had between $2-3 bir ive believe, and they have verified in the key is their wanar held sorvice. It's tho ki the best in their held. You can le parts and service about anywhere.
"The computer industry
is
another
good example and roductore closely a
Bed because the product is a business tool, it's a high ticket item, and its par chase decision Within the asquires a high. level decision within the user company. verhe industry leader did $7 billion in
1970. Their closest competitor was be tween $2-3 billion. The company told our marketing research consultants that they estimated 10% of their annual sales comes from information provided by maintenance people.
"The maintenance people pick up information about who does or doesn't like his equipment.
.. information that a
customer may be interested in a different type of machine. These people get this information that sales people would have had no other way of knowing because to get the information, the sales peoplestringers. Nos and sian. Main spar is at se
Straight wing of Citation has a two cel torque bos formed by spark
Aviation Week Pilot Report:
Cessna Aims Citation at Turboprop Market
By Charles E. SchStraight wing of Chamon has a fo cel foraue box formed by spars, stringers, ribs and skin Main spar is at 35%, chord and rear at 63%
Aviation Week Pilot Report:
Cessna Aims Citation at Turboprop Market
By Charles E. Schneider
Wichita. Kan. Cessna's new twin-turbo-fan Citation is an easy-handling, simple-to-My aircraft that combines field-length capabilities of light turboprop aircran with turbojet cruise speeds.
The Citation. first of the lower-price/
medium-performanceBy Charles E. Schneider
Wichita. Kan. Cessna's new twin-turbo-fan Citation is an easy-handling, simple-o-My aircraft that combines field-length capabilities of light turboprop aircraft with turbojet cruise speeds.
The Citation. first of the lower-price/-medium-performance turbofan-powered airplanes to appear on the world market. could develop as the major competitor to today's 6-10 place turboprop aircraft.
Factors placing Citation on the competitive line with the turboprops include:
• List price of $695.000. which includes Category 2 avionics, seven-place interior, exterior paint and many items usually sold as optional equipment.
• Cruise speeds in excess of 400 mph.
• Simplicity of systems that probably will not only help keep operating and maintenance costs comparable toAir bottles powering emergency wheel brake system and back-up gear extension system are located just forward of forward pressure bulkhead in nose baggage compartment.Wingspan
Length
Height
Empty weight I
Maximum ramp weight
Maximum takeoff weight.
Maximum landing weight.
Stall speed at maximum landing weight, landing configuration.
Performance
Maximum certificated operating altitude
Service ceiling, both engines.
Service ceiling, single engine
Maximum operating speed above 14,000 ft
Maximum operating speed below 14,000 ft
Cruise speed at 25,000 ft., 9,500 lb.
Rate of climb, both engines, sea level
Single engine...
Balanced field length....
Takeoff distance to 35 ft. height
Landing distance from 50 ft. height.Takeoff distance to 35 ft. height
Landing distance from 50 ft. height.
Range 3
Fuel Capacity
Usable
Maximum available at takeoffvisual flight simulator permitting transi- 6,000-1b.-class light-piston twin, and re-tion at proficiency levels identical to sponse was easily predictable.
American's line captains (AW&ST Mar. 1,
In many instances, procedures, espe-
p. 55).
cially engine starts, were markedly less
Flown here recently by this AVIATION
WEEk & SPACE TEchNOLOGY pilot, the
time-consuming and less involved than any light American-made turboprop air-
Citation exhibited agility, control and craft. Though such is generally the case simplicity uncommon for today's turbojet when comparing any turboprop with a aircraft. In every flight regime flown, the turbojet, start and operating proce-aircraft required little more control pres- dures of the United Aircraft of Canada sures, if any, than those required for a
JT15D-1 turbofans were much less com-Landing gears are hydraulically-actuated and fully retractable, each with an oil-over-air strut.
Nose gear (right), which retracts forward and up into nose, is steerable 15 deg. either side of center through mechanical linkage to rudder pedals. Nose gear doors fully enclose wheel to form contour of fuselage nose section and consist of three individual sections.U. s. Business & Utility Aircraft Shipments January, 1971
Restvare
smodei
Aerostar
Ranger..
saecutive
Aerostar totals.
America
in AA-1 Yank
BeechPiper totals
Swearingen SA-2284 Muerin
• Merlin
Swearingen totals.
Totals January 19733:
$1,374,500
328,217,608
* Formerly Champion Aircraft Corp., which was merged with Bellanca
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