South Arkansas Regional Airport should increase its airline services by attracting another airline. This should be done through the six sequential relationship-building stages, which are prospecting, planning the sales call, presentation, objections response, closing the sale, and establishing a long-term relationship with the prospective airline.
For prospecting, South Arkansas Regional Airport can start looking at the most profitable airlines in Arkansas. Some of them include American, Virgin Atlantic, Delta, and Allegiant Airlines (Skyscanner Ltd, 2020). However, the airline that the airport chooses should be the one that it has the ability and authority to pay. The next sequential step is planning the sales call where the South Arkansas Regional Airport should know about the market, the preferred airline, services, as well as pricing of other airlines. The airport will move on to the next sequential step, which is presenting their request. The most important thing at this stage is a good interpersonal relationship between the airport and the chosen airline, especially from the airport’s team, since the prospective buyer can decline the request solely on poor communication. At times, the prospective airline may present some objections to the airport's request. When that happens, the negotiating team should not challenge the airline but should instead present the necessary information and offer some clarity on the areas of concern.
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The other step is obtaining a commitment or closing the sale, whereby the South Arkansas Regional Airport should only close the deal when all parties agree on the terms. However, if that is not the case, then there is no good match between what the airline has to offer and the airport’s need, and more sales calls are necessary. If the two parties agree, then the deal moves to the last step which involves building a long-term relationship that focuses on a mutual continuation of satisfaction some of the aspects involved in this stage include the provision of guidance, customer satisfaction research, and quick analysis of feedback (Akrout & Diallo, 2017). If the business relationship thrives, South Arkansas Regional Airport and the chosen airline can get into a strategic partnership.
References
Skyscanner Ltd . (2020). Airlines flying to Arkansas - fast, comprehensive flight search. https://www.Skyscanner.Net/Flights-To/Arkan/Airlines-That-Fly-To-Arkansas.Html?Previousculturesource=GEO_LOCATION&Redirectedfrom=Www.Skyscanner.Com
Akrout, H., & Diallo, M. F. (2017). Fundamental Transformations of Trust and Its Drivers: A Multi-Stage Approach Of Business-To-Business Relationships. Industrial Marketing Management , 66 , 159-171.
