Selling points
Standardization for training and marketing
Standardization in flight training is important in both Part 61 and 141 flight schools. It is also an important marketing tool for your flight training business.
The syllabus is a checklist to ensure that everything in the pilot training building block process is accomplished in the proper order. In larger flight schools, it is standard operating procedure. In smaller flight schools with two to five instructors, sometimes standardization is not as common as it should be.
If everyone at the flight school is not following the same book, there is a significant issue with completeness and consistency in mastering the required material. This becomes a problem if an instructor is out a day or two and a substitute is required. Also, when it is time for another instructor to conduct mid- and end-of-course evaluations, a problem can arise. If you have good standardized procedures in place, you have a major bragging point to show off to potential students and their parents. That is where the marketing angle comes in.
It is impressive to new and prospective students that all your instructors are following the same syllabus, lesson by lesson. The syllabus lessons build upon themselves as knowledge and proficiency increases. Also, point out that all your instructors have received standardization training for the maneuvers to be demonstrated by the instructors and flown by the students. No matter who the instructor is, the students are being taught the same way for every required pilot task. That is how a customer becomes the best trained and safest pilot, which is the mission of your flight school. You have just demonstrated why your flight school is excelling in producing competent pilots, and that is a major selling point to new students.
Keep in mind that quality sells, and in the long run quality is usually a cheaper option. You can charge a little more for well-organized and standardized flight training.
The private pilot course is the foundation of a pilot’s entire flying career. You’re marketing a program that will produce better pilots, and that is worth a premium price. It will promote more satisfied students and instructors, who will brag that your flight school is the place to be.
The advantages that you have in operating a professional flight training program add up to a win-win formula for your flight training mission and for business success. These principles apply to your instrument, commercial pilot, and CFI courses as well.
Ed Helmick has been a flight instructor since 1988. He formerly managed a flight school in Spanish Fork, Utah, as well as schools in Scottsdale, Arizona.
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