Question

Topic: Taglines/Names

Positioning Statement Describing Benefits.

Posted by Anonymous on 4/8/2016 at 8:03 PM ET 250 Points
Have a very successful call handling service as a client Thai am helping to create new visuals for. They are a UK based company and they have the ability to provide each of their clients with 66 hours of call cover throughout the week. They have a 90% success rate in translating calls into consultations.

Among the benefits of their business is that because their staff are trained in the sector to a high standard they do not script read, so they are knowledgeable and adaptable. So much so they can switch between 10 diaries depending on who is calling and manage the call with speed and accuracy.

The biggest challenge is that the company whilst successful have traditionally sold the features so whilst the new detail will sell the benefits it means that they would like a positioning statement or tagline.

They are made up of a young team of dedicated staff, they are bright but most of all they have a telephone manner that is first rate. Polite, they listen, actually hear what the caller is saying and they interact and build relationships creating a great first impression for their client.

Because of client sensitivity I am unable to share their name.

Tonality should be friendly not arrogant, assured but not conceited. The character is personable and approachable.

Would welcome any help and thoughts on tagline/statement.

Many thanks

Russell

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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/8/2016 at 11:55 PM Member
    You've described your client, but not described who specifically hire them, why they're hired, and their sector/niche.
  • Posted by Gary Bloomer on 4/10/2016 at 9:56 AM Accepted
    Do these representatives have access to patient data? I'm asking this because not everyone calling will need concierge services. A certain percentage will need appointment setting, follow-up calls, and questions about procedures. Can these staff answer those kind son questions AND maintain patient confidentiality while also routing calls and solving issues accurately?
  • Posted by Jay Hamilton-Roth on 4/11/2016 at 9:52 AM Accepted
    Without more details (which I understand you're holding for privacy reasons), I can only make wild stabs at taglines. Consider these options:

    Bespoke (Telephone) Receptionists
    Boost First Impressions
    Specializing In Aesthetic Phone Reception
  • Posted on 4/18/2016 at 2:39 PM Accepted
    If this were my client I would ask for introductions to a dozen of their satisfied clients so I could interview them and find out why they are satisfied with the service, what they wish were different/better, how they would describe the service to a friend or colleague, etc.

    I have been creating positioning statements for clients for quite a while now, and this is clearly the best way to begin a project. Sometimes I also ask if there are a few clients who have left them (i.e., discontinued using their services) and ask them similar questions.

    This is probably the best way to seek the core benefit for a positioning statement.
  • Posted by Shelley Ryan on 7/5/2016 at 6:38 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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