Mike Cappuccitti, Project Phoenix

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Mike Cappuccitti's first experience of private aviation was as the pilot of Robert Mugabe's VIP DC3. Originally from the UK his first wife was from Africa so he left the Royal Air Force for the Rhodesian Air Force.

From flying around Robert Mugabe, to selling VIP jets, Mike Cappuccitti, founder of Project Phoenix, tells us what he takes to sell aircraft.

Mike Cappuccitti’s first experience of private aviation was as the pilot of Robert Mugabe’s VIP DC3. Originally from the UK his first wife was from Africa, so he left the Royal Air Force for the Rhodesian Air Force.

He eventually moved back to the UK working at Alan Man in Fairoaks Airport which was the Dornier and Dassault representative for the UK. He briefly worked for British Aerospace (which then owned) Raytheon aircraft, now Hawker) before moving to Bombardier where he sold all of their business jet products. Whilst at Bombardier he was tasked with setting up their Dubai office.

In 2003 he decided to sell yachts for a few years before returning to aviation to launch Project Phoenix. Project Phoenix converts Bombardier CRJ-200 aircraft from 50 seat commuter aircraft into a 12-18 seat luxury VIP corporate aircraft. He is also a representative for Jetcraft in the Middle East.

What makes a good aircraft salesperson?

“The best salesperson is not necessarily the one who sells the most aircraft. The best salesperson is the one who provides the client with the right aircraft at the right price.”

What is the most important part of the sales process?

“The key ingredient of a sale is the relationship between the buyer and the salesperson. That accounts for about 80%, the rest is understanding needs and guiding them to the right aircraft. It all starts with the needs analysis and that is also where you build a level of trust.”

Is it easier to work for a manufacturer selling new aircraft or selling a pre-owned aircraft?

“It entirely depends on the customer. Some don’t want to wait so preferred pre-owned. Others only want new aircraft.

One advantage of working at a manufacturer is that you only need to do know about a handful of aircraft. At a broker you deal with many more and can’t know everything about everything so you need to have sophisticated information systems.”

Are you pleased you ended up selling aircraft?

“I always say I not a salesperson. I am an entrepreneur who has fun with aircraft. I actually don’t find the marketing side as an interesting as negotiating and networking.”

What advice would you give to someone starting out?

“If you are a good networker and trustworthy you can make a success in this industry.”

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Read more profiles of business jet brokers on Corporate Jet Investor.

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