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How can you establish and maintain strong relationships with airline customers as an aircraft lessor?

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As an aircraft lessor, you have a unique role in the aviation industry. You provide airlines with the flexibility and efficiency they need to operate their fleets, while also managing your own portfolio of assets, risks, and returns. But how can you ensure that you build and maintain strong relationships with your airline customers, especially in a dynamic and competitive market? Here are some tips to help you succeed as an aircraft lessor.

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Sebastian Escobar

Global Ops Head
Alagie Jeng

Head of AVSEC/FAL,Gambia CAA, AVSEC-PM,CERTIFIED ICAO AVSEC Instructor/USAP CMA Auditor, AFCAC AFI-CES(AVSEC),National…
Terence Black

1 Understand your customers' needs

The first step to establishing a strong relationship with your airline customers is to understand their needs, goals, and challenges. This means doing your homework on their business models, markets, routes, fleet plans, and financial situations. You also need to be aware of their preferences, expectations, and feedback on your service and products. By understanding your customers' needs, you can tailor your leasing solutions to meet their specific requirements and add value to their operations.

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Sebastian Escobar

Global Ops Head
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Escoger la flota adecuada representa en gran parte el éxito de una aerolínea. Y todo esto depende de las necesidades, mercado, rutas y un sin número de variables que determinarán qué tan costo eficientes pueden ser y cómo la configuración de las aeronaves terminan sirviendo el propósito de lo que buscan sus clientes. La aerolíneas buscan equipos de bajo consumo y que cumplan o excedan las normas de Medio ambiente y ruido ya que es también su carta de presentación en las políticas de sostenibilidad

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Alagie Jeng

Head of AVSEC/FAL,Gambia CAA, AVSEC-PM,CERTIFIED ICAO AVSEC Instructor/USAP CMA Auditor, AFCAC AFI-CES(AVSEC),National AVSEC/FAL INSTRUCTOR,Global Goodwill Ambassador-GGA,MBA,Aviation Security specialist,
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You have to establish your identity. In other words Brand. This does not mean logo,design or the likes. It means you have to demonstrate: Credibility, trustworthy, reliability, professionalism and be responsive. Demonstrated knowledge and skills of the industry and its demands. Once you demonstrate the aforementioned, the work on your business development package, get into negotiations and all the rest will begin to fall in place

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Sunil Zephaniah Kanaparthi

Senior Consultant, Airline & Airport Marketing at Andhra Pradesh Economic Development Board
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Every Airline has one's own sytems and Standard Operating Procedures (SOPs). Every Airline must adhere to the SOPs of Directorate General Civil Aviation. All Airlines will groom a few staff as Sales and Marketing. Definition of Marketing: Marketing is the process of Identifying, anticipating and Satisfying customers requirements profitably. Sales: Dedicated staff will visit the Travel AGENTS in their city/Area. Having said that the Sales staff will interact with the counter staff for the feedback the staff of the Travel AGENCIES which they collect from their clients who are dedicated to the Travel Agent concerned. A get-together once a year to recognise those whose Sales on a particular Airlines is immensely good.

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2 Communicate effectively and regularly

The second step to maintaining a strong relationship with your airline customers is to communicate effectively and regularly. This means being responsive, transparent, and proactive in your interactions. You should keep your customers informed of any changes, issues, or opportunities that affect your leasing agreements, and also seek their input and feedback on your performance and proposals. You should also use various channels and methods to communicate, such as phone calls, emails, newsletters, reports, meetings, and visits. By communicating effectively and regularly, you can build trust, loyalty, and satisfaction with your customers.

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3 Offer flexibility and innovation

The third step to enhancing your relationship with your airline customers is to offer flexibility and innovation. This means being adaptable, creative, and solution-oriented in your leasing arrangements. You should be able to accommodate your customers' changing needs, such as adjusting lease terms, swapping aircraft types, or providing maintenance and technical support. You should also be able to offer new and innovative products and services, such as digital platforms, data analytics, or environmental initiatives. By offering flexibility and innovation, you can differentiate yourself from your competitors and create long-term value for your customers.

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4 Anticipate and manage risks

The fourth step to strengthening your relationship with your airline customers is to anticipate and manage risks. This means being prepared, vigilant, and resilient in the face of uncertainties and challenges that may affect your leasing business. You should have a clear and comprehensive risk management strategy that covers aspects such as market fluctuations, regulatory changes, contractual disputes, operational disruptions, and asset depreciation. You should also have contingency plans and mitigation measures in place to deal with any potential problems or crises. By anticipating and managing risks, you can protect your interests and reputation, and also support your customers in times of difficulty.

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5 Seek mutual benefits and growth

The fifth step to sustaining your relationship with your airline customers is to seek mutual benefits and growth. This means being collaborative, strategic, and forward-looking in your leasing partnerships. You should aim to create win-win situations for both parties, where you can share the benefits of leasing, such as cost savings, revenue generation, or operational efficiency. You should also look for opportunities to expand and deepen your relationships, such as exploring new markets, developing new products, or participating in industry events and initiatives. By seeking mutual benefits and growth, you can foster a long-lasting and profitable relationship with your customers.

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Terence Black
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Take time when negotiating documents to get the details agreed, especially on technical definitions. Many disputes arise later because the parties did not give enough thought to how maintenance accruals would work or what individual items they would cover. That can lead to misunderstandings and confusion. To avoid costly litigation, you should also consider carefully the disputes resolution clause and provide for the possibility of mediation or arbitration. These methods of handling a dispute can allow commercial relationships to continue while the issue is resolved in a confidential and timely manner. The Hague Court of Arbitration for Aviation offers a set of rules specifically tailored to the aviation industry.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you establish and maintain strong relationships with airline customers as an aircraft lessor?

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1 Understand your customers' needs

2 Communicate effectively and regularly

3 Offer flexibility and innovation

4 Anticipate and manage risks

5 Seek mutual benefits and growth

6 Here’s what else to consider

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