2 minute read
Setting Expectations
Setting Expectations
When our customers buy an Airstream, they are entering into a relationship. It can last a lifetime, which is why it’s so important to set the tone early. The key to setting the right tone? Communication. They need to know that their handmade Airstream is an individual, not some cookiecutter trailer stamped out at a soulless factory. Because of this, each one has its own personality that our customers will feel out along the way.
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We have to do our part to help Airstreamers understand that what they’ve purchased isn’t a car. It’s a handmade home that is built to withstand life on the road. The constant barrage of life at 70mph means they will need to become familiar with and pay close attention to aspects of the cabin, the appliances, and systems to make sure they’re running smoothly.
If we do our job right, they will know what to look for and—most importantly—who they can turn to when something needs attention. We’ve got their back with the gold standard of RV warranties and we will fine-tune their Airstream so everything is humming right for years to come.
Our Realities
• Almost half of new Airstreamers are buying their first
RV and another third are upgrading from a lower market product. All are coming to us for quality…but quality is subjective. The more we are clear and realistic about what Airstream quality means, the happier campers we’ll have.
• Each tow down the highway is basically the equivalent of a house going through a mini-earthquake. The nature of rough road travel sometimes requires routine adjustments but if a customer isn’t expecting them, it could call into question the integrity of their Airstream.
We want to prevent unnecessary disappointment as it can transcend the entire Airstream experience.
• Airstream travel trailers are like snowflakes. Because they are made by hand, each will be slightly different in its own way. We’re not mass produced or made by machine. Each Airstream is one-of-a-kind. It’s part of what makes them special and it’s something we’re proud of.
• 75% of all Airstreams ever sold are still on the road. Our trailers last the test of time and we know what we’re doing. Education and information, communicating with confidence in our process, and providing customers insurance that they’re covered will ensure that their relationship with our brand is a gratifying one.
