We are nearly at the end of our survey of marketing principles and their application to the airline industry, but one crucial step remains for discussion. The subjects addressed so far show how airlines can analyse their markets and their marketing environment, plot a sound strategy, and, following on from this, put in place correct product, branding, pricing and distribution policies. In order to be successful, though, they must convince and persuade potential customers to buy from them rather than from their rivals. The early stages of marketing should certainly make this process easier. It will always be more straightforward to persuade people to buy value-for-money products which will meet well-understood customer needs, rather than those that do not. In no sense, though, is the sales task an easy one, given the levels of competition which now prevail in the industry. A great deal of planning and hard work will be needed, and this chapter will discuss the necessary skills.