Adding eCommerce to a Traditional B2B Sales Process

Providing aftermarket support has become an integral part of the Becker Aviation brand. In fact, one of its best known mantras is, “If we sell it, we serve it in the field.” So, every chance it gets, Becker Aviation differentiates by serving its customers above and beyond their expectations. However, the logistical reality involves nationwide travel and industry expertise across a range of technical products. Until recently, this value-added service also required a hands-on component that made fulfilling the rising demand of as many as 30 requests per year—at no cost—a growing challenge. Becker Aviation and its customers saw incredible value in the service. However, charging a fee for the service didn’t feel right. Neither did cutting back on the number of training sessions Becker Aviation did each year. And, adding staff to support the training program would divert critical resources from other parts of the company. At its core, the company wanted to increase exposure to product training in order to continue serving its customers and attract new ones.

Building On Demand Video Training

For its customers to continue receiving outstanding service in the form of product training, Becker Aviation had to change its delivery model. While ground support mechanics often prefer a hands-on experience in which they can touch and feel every part, just as many were open to a self-directed experience in which the training content was available online. Our stakeholder interviews indicated that these technicians would prefer to watch a well-done video over reading through manuals in print or online. With a catalog of more than 750 products from 16 original equipment manufacturers, Becker Aviation carefully selected Eaton Carter Ground Fueling, one of its most engaged partners, and pitched the idea for a video training series in which it would highlight one of its products at a time.