Listen carefully. I have a big secret to tell you.
Every city and town in this country has a secret building, hidden away in plain site. Obviously, most people are unaware of this. The secret building is called the library!
More people used the library decades ago, before Google came along. I still use it today. Why? Well, where else can I read my favorite magazines absolutely free? Or, borrow every best seller at no charge (okay, okay, if you bring it back a day late they may charge you a quarter). In the last week I spent at least four hours in the library. One magazine, Forbes, November 23, gave me the material for this column.
Airport managers, did you know that Forbes—page 96—actually suggests tax-free airport revenue bonds for “high-net-worth” people? There are caveats, of course, but this article should be read by every airport manager/staff, and probably shown to potential investors. If you give a speech to the local Rotary why not take this article with you and brag about it? Perhaps your local media would be interested in mentioning this.
On page 78 of the same issue is a fascinating article on the “Subscription Economy.” It claims that selling by subscription is a great way to create regular income. So what can be sold by subscription? Evidently, almost everything, and the article lists many examples that you probably never thought of—I surely hadn’t.
OTOH, chances are that you currently sell hangar space by subscription. Should you consider selling parking for cars the same way? I dunno, but it might be a good idea to read this article, too. It would be worth it just to get the story of how one of the richest people in Asia saved his company by subscription selling.
What about that business jet that drops in on a regular basis? Would he buy fuel by subscription? If that company paid so much a month for fuel you could probably count on it buying at your place on a regular basis. How ‘bout catering? There are problems to figure out on in all new ideas, but it might be worth it. In some cases you might want to encourage your FBOs to sell by subscription.
Another pleasant tidbit—this Forbes included a big ad for the Gulfstream G650 jet! Hey, they say that jet cost $65 million! It’s just nice to know that business aviation is being advertised at such a high level at no cost to us. (BTW, the current Fortune magazine also advertises the G650.)
Fortune, Forbes, The Economist, Inc, The Wall Street Journal and other publications provide great business information/ideas. Yes, you can subscribe to all of them, but I find it easier and more productive to read them away from the interruptions at the office.
One more little jewel I picked up at the library. “Disrupters” may be the buzz words of the future. I’m not gonna bet on that, but those words surely seem to be creeping into the business language. If I’m wrong, I’ll never mention it again. If right, I’ll proclaim it loudly and often!
About the Author
Ralph Hood
Certified Speaking Professional
Ralph Hood is a Certified Speaking Professional who has addressed aviation groups throughout North America. A pilot since 1969, he's insured and sold airplanes at retail and distributor levels and taught aviation management for Southern Illinois University.
Ralph Hood is also an award-winning columnist (he writes for several publications), a salesman and sales manager (he sold airplanes, for crying out loud!), a teacher (he taught college-level aviation management) and a professional public speaker who has entertained and enlightened audiences from Hawaii to Spain, and from Fairbanks to Puerto Rico.
- Certified Speaking Professional (CSP), National Speakers Association
- Past member, National Ethics Committee, National Speakers Association
- Past president of Alabama Speakers Association
- Member, Alabama Aviation Hall of Fame
- Past National Marketing Mentor, AOPA Project Pilot