The Unsung Heroes of Philippine Airlines (part 2)
Posted on Monday, 20 October 2014
The
Unsung Heroes of Philippine Airlines (Part 2)
By Apolinario Villalobos
With the rapid global development of air
travel since the ‘70s, there has been a need for Philippine Airlines to be
competitive. There was a rush among airlines around the world to grab a
significant share of the industry’s inbound and outbound segments. PAL’s
domestic department’s support to the effort of its international counterpart
has been well-entrenched, ready to ferry incoming tourists to the provinces
which were previously surveyed and classified according to their kind of
allure.
For purposes of drumming up the airline’s
effort and maximize its exposure to the international market, the International
Sales-Philippines (ISP) was positioned in the heart of the Tourist Belt in
Ermita, along the Roxas Boulevard. The Account Sales Executives of ISP were the
airline’s formidable living sales machinery, who confidently faced their
counterparts from other international airlines. The ISP served as the airline’s
flagship, whose men and women earned profound respect in the field of airline
sales.
The International Sales-Philippines, has
been the training ground for prospective representatives groomed for overseas
posting. Just like their counterparts in the Domestic Marketing and Sales, the
ISP Account Sales Executives were likewise stout of heart and daring in
treading new grounds. Part of their training was establishing good relations
with the travel agents, organizations and commercial establishments throughout
the country which was divided into three sales areas, namely: Metro Manila/
Luzon, Visayas/Cebu, and Mindanao, with Metro Manila further divided into north
and south sectors, as well as, commercial accounts. Their week started with
sales meeting to discuss the past week’s performance and plans for the current
week. At the end of each day, the sales executives had to hurry back to the
office to jut down results of their calls that included groups whose airline
preference were successfully swayed in favor of PAL, requests for sponsorship
of familiarization tours organized by travel agents, and many others.
The bigwigs of the flagship then, were Rene
Ocampo who was at the helm as Regional Vice- President, Archie Lacson as the
Director for ISP and later moved up in place of the former, and David Lim who
took over the position of Archie Lacson. Providing them support were Tessie Ona
who administered the ledgers of generated sales, as Manager of Sales
Administration, the Product Managers: Marila Revilla, Noel Abad, Elsie
Enriquez, Millie Braganza, Ging Ledesma, Danny Lim, and Tony Herrera. Milagros
Limgenco, came later, as the RVP in place of Archie Lacson, and Atty. Doming
Duerme, in place of Dave Lim.
.
The formidable sales force was composed of
Celso Dapo (who was assigned later, as manager of different overseas stations),
Erwin Billano, Mona Caburian, Agnes Buenaventura, Mike Sunga, Miguel Estrada,
Reggie Constantino, Bong Velasco, Marlene Pajanel, John Fortes, Dell Merano
(who became sales manager of San Francisco), Renato San Luis, Rey Garcia (who
was posted in Middle East stations), John Fortes, Jojo Baena, Reggie
Constantino, Dina May Feliciano (who is currently, manager of Yield
Management), Harry Inoferio (later assigned as manager to Hongkong and other
international stations), Emma Relampagos Caseῆas, Lency
Roceles, Joanne Sarmiento (who was also posted as sales manager abroad), Ed
Ramos, Gerry Jimenez, Nonoy Versoza, Jimmy Lucas, and Fabie Espino. Those who
provided administrative support later, were Atty. Cris Pascual, Ayee Garvida, and Mike Villaflor.
Customers perceived the ISP as “the PAL”,
the country’s flag carrier, with the company’s name prominently displayed on a
portion of the building’s façade, facing the Roxas Boulevard, one of Manila’s
premier thoroughfares. Sleek in ties or barong Tagalog, and elegant blazers and
comfortable slacks or dress, the men and women of ISP were proud of their
mandate to generate sales from the field, using their profound intelligence and
resourcefulness.
A lot of sacrifice has been made by
them…braving the scorching heat of the sun on the way to clients, enduring the
drench of sudden downpours, extending time to attend nocturnal socials tendered
by patronizing agents and groups, and missing the families when sent on
missions overseas or when assigned to foreign stations. All of them were
sustained in the name of professionalism, and love of chosen profession –
without a bit of complaint.
Stories about early days in foreign posts
were sometimes hilarious, as when one was made to stay posthaste, but temporarily
in a quaint quarter, located in a busy business district of Hongkong, that saw
good old days as a tailor shop, hence, with glass-covered frontage. Another,
that of Dell Merano’s, she who had to sleep on the cold floor of her
newly-found apartment within a business district of San Francisco (USA) during
her early days as sales manager, until she was able to purchase modest
furnishings. Despite the discomfort, she had to start calling on identified
clients within the district in order to make an impressive performance.
Commendable is the story of Harry Inoferio
who, practically had to lobby for a permit from the Hongkong authorities to
post PAL posters in the trains of the city’s mass transit system. This he did
as his last resort to outdo the strong sales efforts of other Hongkong-based
competitors who were armed with significantly and drastically reduced fares. He
also saw to it that being a Filipino, he alone had the hold on the Filipino
communities, which made him miss weekend days off, just to be with the
co-patriots as they picnicked in parks. For the Hongkong OFWs, he became known
as “Mr. PAL”.
There’s the story also of Rey Garcia who
had to cross a field of amor seco grass to be able to attend a meeting with a
client somewhere in Ortigas business district, when it was still new. Drenched
in sweat and with amor seco thistles in his pants, he was able to make it on
time – a professional show of PAL being on time - always!
Not only were the early ISP Team best at
capturing sales …they were also best on stage. During special occasions that
called for shows, they became show business personalities, impersonating actors
and lip-synchronizing singers. All of them were practically graceful, too, in
their dancing shoes. All of those they did, for the sake of their beloved
clients who sincerely showed their delight and appreciation for the exerted
effort.
Philippine Airlines has been part of the
country’s historic past, and its culture is deeply impressed with the former’s
colors and logo. The airline’s endurance has been tested so many times, since
its first flight after the WWII, through the Martial Law days, and until today
as the country waddles in a volatile economy …but, thanks to its men and women,
it has survived, still flies around the globe – and still, ever proud,
too!
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