Southwest Airlines
Prepared for:
Prepared by:
Date:
MKT 381 Sales Proposal
Samantha Stanley & Emily Nadeau
November 24, 2014
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Table of Contents
SELLER PROFILE …………………………………………………………………………………………………3
SPIN …………………..………………………………………………………………………………………………4
FAB ……………………………………………………………………………………………………………………5
FINANCIAL SPREADSHEET …………………………………………………………………………………7
BUYER SCENARIO ………………………………………………………………………………………………9
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Seller Profile
Southwest Airlines is pleased to present this proposal to you regarding the
requested business travel packages. Samantha Stanley and Emily Nadeau have been
part of the Southwest corporate sales team for eight years and are dedicated to
helping businesses determine their needs in order to provide leading solutions for
your travel-related goals. With an extensive network, Southwest is able to serve
more than 90 destinations throughout the United States, Mexico, and the Caribbean.
Southwest Airlines’ number one priority is to ensure the personal safety of each
customer. The “Golden Rule” of the company is that we treat each other the way that
we want to be treated. Living the Southwest way means showing a warrior spirit, a
servant’s heart, and a fun-LUVing attitude.
The corporate sales team can help you manage your company meeting
through SWABIZ, Southwest’s free online corporate booking tool. Whether
employees are traveling together or traveling from various locations, SWABIZ
allows for an easy online booking process and access to our full inventory of fares.
With no change fees, no bag fees, and free reporting capabilities, we’ll make your job
easier and help you save money along the way.
Managing business travel can be time-consuming. Upgrading to business
select allows you to have access to our most awarding fare all at a discounted rate.
Southwest is dedicated to providing the most reliable, affordable, and fun way to
travel for business.
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SPIN




Situation
o The University of South Alabama needs flight services for their
employees.
Problem
o To find a travel package for the university that is affordable.
Implication
o Southwest has reliable service.
o No extra baggage fee.
Need
o Flight services for the company.
o Great rates and flight times.
o Available at many airports.
SPIN QUESTIONS
Situation:



What flight service do you use now?
Are there any areas of opportunity for improvement with your current
service?
How often do you use this service?
Problem:



Are you satisfied with your current airline service?
How easily assessable is your current airline service?
What reliability problems does your current airline service have now?
Implication:
 What would happen if your current service were not reliable?
 What is the result of extra fees associated with your current airline provider?
 What effect does ease of access have on your current service?
Need Payoff:
 How much time could you save if you used an airline service that was easily
accessible?
 How important would it be for South Alabama Athletics to have priority
boarding?
 How do you feel about having a reliable airline?
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FAB – Features, Advantages, Benefits

Features
o In its 44th year of service, Dallas-based Southwest Airlines (NYSE:
LUV) continues to differentiate itself from other carriers with
exemplary Customer Service delivered by more than 45,000
Employees to more than 100 million Customers annually. Based on
the most recent data available from the U.S. Department of
Transportation, Southwest is the nation’s largest carrier in terms of
originating domestic passengers boarded. The airline also operates
the largest fleet of Boeing aircraft in the world to serve 93
destinations in 40 states, the District of Columbia, the Commonwealth
of Puerto Rico, and five near-international countries via wholly owned
subsidiary, AirTran Airways.
o From its first flights on June 18, 1971, Southwest Airlines launched an
era of unprecedented affordability in air travel described by the U.S.
Department of Transportation as "The Southwest Effect," a lowering
of fares and increase in passenger traffic wherever the carrier serves.
o With Southwest Airlines, Bags Fly Free ® (first and second checked
pieces of luggage, size and weight limits apply), and there are no
change fees (fare difference may apply) when you need to change
your flight.
o Southwest's fleet offers leather seating and the comfort of full-size
cabins, a majority of which are equipped with satellite-based WiFi
connectivity over the United States, which enables live and video-ondemand TV currently FREE compliments of DISH, and a new,
sustainable cabin interior.
o Southwest's fleet offers leather seating and the comfort of full-size
cabins, a majority of which are equipped with satellite-based WiFi
connectivity over the United States, which enables live and video-ondemand TV currently FREE compliments of DISH, and a new,
sustainable cabin interior.
o Southwest is one of the most honored airlines in the world, known for
its triple bottom line approach that takes into account the carrier's
performance and productivity, the importance of its People and the
communities it serves, and its commitment to efficiency and the
planet.
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
Advantages
o Southwest’s average aircraft trip length is 723 miles with an average
duration of one hour and 59 minutes.
o Southwest aircraft fly an average of nearly six flights or about 11
hours and 18 minutes per day.
o Southwest Airlines operates more than 3,600 flights a day.
o With an extensive network, we serve more than 90 destinations
throughout the United States, Mexico, and the Caribbean. Combined,
we operate more than 3,800 flights a day including more than 500
roundtrip markets.
o Whether you’re planning your next trip or checking in for your flight,
the Southwest Airlines app makes traveling even more convenient. On
your smartphone, you can check your flight status, change
reservations, add EarlyBird Check-In® to an existing reservation,
access your Rapid Rewards® account, and much more.

Benefits
o Nearly 46,000 People work to deliver exemplary Customer Service
throughout the Southwest and AirTran systems.
o In second quarter 2014, Southwest’s average passenger airfare was
$163.00 one way, and the average passenger trip length was
approximately 981 miles.
o People are able to find flights easier.
o People are able to save money.
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FINANCIAL SPREADSHEET
By using Southwest Airlines the University of South Alabama’s Athletics
department will be able to save millions of dollars during the year. With our free
first and second bag service the department will save thousands of dollars each time
they fly. We understand that athletes have a lot of luggage to carry and we want to
ensure that their belongs arrive safely and cheaply.
Specific flight price cannot be given depending on how many are flying and
where they are flying to but Southwest will offer the best deal they can. Southwest
Airlines will not charge for non-refundable airline tickets nor will Southwest charge
for select seating. Southwest’s goal is to make sure that the University of South
Alabama’s Athletics arrive safely and on time.
Type of Airline
Baggage Fees
$25 First bag
Delta
$35 Second
bag
$125 Third
bag
Southwest
Ticketing
Fees
$200+ Nonrefundable
tickets
$50 same day
change fee
$200 4-10
bags/each
FREE First bag FREE Nonrefundable
FREE Second
tickets.
bag
$50 3-9 bags/ NO change
each
fees
Frequent Flyer
Fees
$9-$59 Seat
selection fees
$150
date/itinerary
change
FREE seat
selection
FREE
date/itinerary
change: any fare
difference will
apply
SOURCE:
Hobica, George. "Airline Fee Chart." - Blog. 14 Mar. 2014. Web. 23 Nov. 2014.
<http://www.airfarewatchdog.com/blog/3801087/airline-fee-chart/>.
Other Fees
$10 Priority
Boarding per
flight
$9-$180 for
“Comfort”
Seating
$12.50
Priority
Boarding per
flight
Seat Selection
Fee: None
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Buyer Scenario
Sales Presentation Date: 12/4/14
Class time:
T, TR 11:00
Student Seller:
Samantha Stanley AND Emily Nadeau
Seller’s product:
Southwest Airlines Travel services
Student Buyer:
TBA
Buyer’s Company: South Alabama Athletics Department
Competitors/existing product and price mix: Delta Airlines
Situation question answers:
1. Delta
2. Well, the customer service on flights good improve with Delta
3. We use this service quite regularly, the many different sports teams that we
have here all use this service at some point each semester.
Problem question answers:
1. For the most part yes, although some aspects could improve
2. Very assessable through the Mobile Regional Airport
3. Flights aren’t always reliable due to delays
Implication question answers:
1. It can be a serious issue. These players need to be on time for games and be
able to represent the school well
2. Extra fees would be costly for us because of the frequency of flights between
all the teams
3. Well, a great effect because the players time is limited due to their hectic
schedules with class, homework, practices, and traveling to games.
Need payoff question answers:
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1. It would probably save hours on end with easily accessible services.
2. Priority boarding would be excellent for the university because of the
amount of travelers that we have
3. Reliability is so important for us. It ensures that we can trust our airline to
get us where we need when they say they will.
Possible objections (reasons not to buy, not open-ended questions):
1. I’m not familiar with Southwest Airlines
2. Now may not be a good time for us
3. I don’t see any reason to change airlines.
4. What makes you different?
5. We are satisfied with current airline
6. It may be too much risk to switch