ISG understands cabin crew are standing in the frontline with the ultimate responsibility of selling to the customers. Effective training, product knowledge and intuitive Point-of-Sale technology to capture transactions are the minimum requirements for selling crew, and therefore form the basis of our “3E" approach to crew engagement – “Educate”, “Equip”, “Entertain”. We do go the proverbial extra mile to “Entertain” - through interactive and motivating events, competitions and incentives – ensuring that crew are in the best possible frame of mind to sell. Over the years, ISG-supported crew have attained significant recognition at Inflight Sales Person of the Year (ISPY) events, which is a testimony to our crew engagement abilities. Our competitive spirit, intensive training and motivation methods are the secret sauce in our recipe.