When we list an aircraft for sale, we read the aircraft records and go see it to most thoroughly understand it and accurately represent it. We work hard to identify all details and then tell the best story about it possible. Every aircraft is unique. Each has different features and pedigree that we must craft into a story to define the value proposition for a buyer and maximize the sales price for our seller. I regularly use this blog to tell the narrative about an aircraft listing beyond what the factual aircraft specifications alone can define. We believe that it is critical to tell this story to help an aircraft stand out from the pack. And, repeatedly, this strategy proves successful.
Telling the right story to highlight an aircraft doesn’t stop at our office doors, in our marketing, in a blog post or on a phone call. It continues at every showing opportunity and in every discussion until we cross the finish line at the closing of the sale. If an aircraft has a uniquely shaped baggage compartment, but in reality it provides the same cubic feet of storage space as a standard one for the given aircraft type, I would want to make sure that a buyer knows that they aren’t loosing baggage space. I would craft that message into my story. Why let a buyer get distracted for concerns that don’t really need to exist. Or, when showing an airplane, weather permitting, pull it out on the ramp. Aircraft shine best when in the sun. In a dark hangar, paint can often look drab and dull. Or, if you are selling an early serial number of a certain make and model, but it has had modifications and upgrades to make it more comparable to later serial numbers, it is important to point that out to prospective buyers who might otherwise be concerned that they would be buying a “lesser than” aircraft if they buy the early serial number.
The features and benefits are always different, but if you really understand the asset and think about where a buyer might get distracted or miss a valuable feature, you can build the right story to most effectively craft the value proposition. This won’t necessarily mean that you will sell an aircraft for more than the market will bear, but it will hopefully help a buyer recognize the value of your offering and help sell an aircraft ahead of the competition.