By TTA Blog
While aviation MROs are evaluated for their technical capabilities, aviation industry experience, parts availability and performance record, potential customers often still desire the “secret sauce.” So, what can truly set an MRO services company apart from the crowd?
“In today’s fast-paced business world dominated by technology and the rise of AI, it’s invaluable to find an MRO that still prioritizes the ‘power of presence’ and strongly believes in face-to-face, interpersonal communications in business,” emphasizes Stanley Kowlessar, Jr, vice president of sales and marketing . Thrust Tech Accessories (TTA), an experienced MRO services company based near Fort Lauderdale Executive Airport in South Florida.
“At TTA, we honestly believe that one of the best ways to achieve that ‘power of presence’ is via firsthand, interpersonal interactions with customers, potential customers, vendors, and partners at industry trade shows,” he says. In fact, TTA hopes to do just that soon at the 2025 Air Carriers Purchasing Conference (ACPC) in Atlanta, scheduled for August 16-19, 2025.
And rest assured, many other opportunities for one-on-one trade show business interactions with TTA’s executives are just over the horizon, both this fall and in 2026.
Face-to-Face, Different Philosophies
So, why should companies participate in trade shows? Kowlessar, Jr., says there are differing corporate philosophies. “Big companies may send trade show staff who are talented and knowledgeable but they’re not necessarily the people who can either affect change or who are the ultimate decision makers for new business relationships in those companies,” he notes. “They’re there at the show primarily for brand recognition and to advise potential clients or partners of an executive’s name who the potential client might connect with after the show.”
For those attending the show, that approach may or may not be effective.“In contrast, smaller or mid-sized companies proactively send the same team members that clients or potential clients have come to know, respect and deal with on a regular basis,” says Kowlessar. “So, they can push the right buttons to create change.”
In addition, small or mid-sized companies such as TTA often bring their top executives to staff the trade booth, work the trade show floor, meet with existing or potential clients and partners, and engage in mutually productive discussions. “Most notably, these executives can make important decisions on the spot,” he stresses.
Trade Show Expertise
Not surprisingly, TTA’s leaders are experts in how to effectively do business at trade shows. On occasion they’re asked by customers, vendors, and potential clients to share their tips and best practices. “We’re happy to share our trade show experiences to assist our clients or vendors,” says Kowlessar, Jr.
In addition, “at times, we too learn something from customers or vendors that we hadn’t thought of – something that could benefit our next trade show appearance,” he adds. It’s a win-win all around.
Benefits of Trade Shows
Beyond fostering good business relationships, face-to-face trade show interactions can do the following:
- Build business trust with both existing and potential new clients
- Help companies build a customer-focused, internal corporate culture
- Drive business growth by enhancing brand visibility
- Network in a cost-efficient manner
- Gather real-time market intelligence
- Enhance participants’ professional development
Even a trade show’s opportunities for lighter moments – such as at a show-hosted party, off-site dinner or sporting event – can foster socialization that leads to bonding for participants.
Thus, people who think they have nothing in common may find threads that change their viewpoint. Shared experiences via face-to-face interactions can create a foundation for either a future business relationship or a strengthened partnership.
Beyond Phone, Video, Email
Certainly, day-to-day business communications via phone calls, video conferencing and emails are great. After all, they got people through the COVID era. “But people by nature are naturally social, and their deep-seeded instinct to connect face-to-face is highly conducive to good business,” says Kowlessar, Jr.
So, if you’re planning your company’s aviation trade show schedule for 2026, keep these dates in mind: look for TTA’s top leaders on-site at MRO Americas in Atlanta on April 21-23, 2026, and Verticon 2026 in Dallas on March 9-12, 2026.
Also, TTA executives will attend EBACE (European Business Aviation Convention); the location and dates are expected to be officially announced soon.
Small Matters Too
The value of trade shows can transcend a company’s size or the scope of its public recognition. “At TTA, we believe that trade shows are more than a great way to meet with the biggest players. Yes, that’s valuable, but we also desire to meet and get to know executives from smaller, less-well-recognized companies as well,” stresses Kowlessar, Jr.
Some large companies may staff the top trade shows simply to show that they have managers traveling the world and to continue to build the firm’s already strong brand recognition. And yes, that’s important. But those managers may not be the top decision-makers.
“In contrast, aviation has such a large base of small-to-mid-sized companies that send the right people, and often at the highest level,” he emphasizes. “For us, that truly makes our trade show efforts worthwhile.”
The Power of Presence
This fall, aviation leaders who desire to mix and mingle with TTA’s executives should head for the 2025 NBAA Business Aviation Convention & Exhibition & Exhibition (NBAA-BACE) in Las Vegas on October 14-16, 2025. “Give us call at 800-935-0875 or 954-984-0450 in advance to set up a meeting time or just drop by our booth to get acquainted,” says Kowlessar, Jr.
He continues: “We look forward to talking with you one-on-one, whether you’re a big or small company, an existing customer or one that simply wants to know more about our services, or a vendor or supplier who sees positive partnership potential.”
Most of all, though, “please know that we’re eager to learn more about your business and you as well,” he says. “We truly value those face-to-face, interpersonal business conversations. Nothing beats the ‘power of presence.’”
