Know-How Exchange : Taglines/Names

These words aren't unique to your client. It's assumed that all builders have these values. What specifically does your client do that makes them stand out from their competition (if they don't know, have them ask their previous clients why they chose the builder over their competition)? That'll give you some more thoughts around which to start crafting a tag line/positioning statement.

Thanks for your comments. The position we have a the moment is
A Builder that is easy to do business with and is willing to go the extra mile to deliver a great customer experience


But we believe it is too vanilla. I had
We aren't done till you tell us we are done.

They think this is too hard to deliver but in essence this is what they mean.

They put the relationship above the dollar.

Any futher ideas?

Thanks tinker. This is about as close as I think we are going to get.

UNIQUE VALUE PROP: cost competitive, co-operative, capable, committed
( are these the most important things to your customers)
Still are struggling with a value prop that says all this. Most of these only have elements

Thanks getting closer

Getting better and thanks but what is the handbag comment?

This is where we are now:
This is what I think your main customer group would say: (architect)

Values:
• Professional
• Co-operative
• Friendly
• Efficient
• Adaptable
• Transparent
• Committed to doing a good job
• Being fair - integrity
• Trustworthy
• Enjoyment

Reason for winning jobs:
• Cost competitive (How many jobs did Ducon win where they weren’t the lowest price? Or within 5% this will validate how important this is)
• High standard
• Well managed
• Lean
• Co-operative
• Transparent
• Give and take mentality – Fair
• Solving issues together with architect before it become a problem for the client
• Great staff

Fears of customer (architect)
• Expose omissions in architect’s and consultant’s documents (mistakes) and then
• Taking advantage
• Complaining about the design to the client
• Arrogance
• Unable to deliver

Competitors position
• Quality at the best price : imagine + Design+ construct
• Project management
• Building dreams and homes
• Were great together
• People taking care of property
• Responsible construction
• Exceptional quality homes
• Design & construct
• One stop shop
• End to end construction
• Designed for you. Built for life
• Design consult construct
• Building knowledge and excellence
• Building quality
• Customer focused building team
• Building integrity
• 2nd to none in providing professional cost effective design and construction services from concept to completion
• Building customers for life
• Operational excellence
• Experience, excellent, flexibility
• Successful relationships

Benefits of working with Ducon:
• Saves time
• saves money
• Less stress,
• Easy to work with
• High level of satisfaction
• Confident of outcome


You get in the door with the competitive price which is part of your positioning but it is how your carry out the process and what that experience feels like to your customers, is what sets you apart ( ie architects, developers, owners etc) Certainly that is what the research is saying. (referral base 95%). So what is it about this process?

And I think it is different things to different customers depending on what they want, which is why you are described as flexible and adaptable. Sometimes you have to lead, sometimes you follow. You play the role your customers want you to play. But you are more than that. You are a real team player. You add value and collaborate, initiate and are committed or care. You are invested. Okay, you might the process easy or comfortable but that is really a by-product.


UNIQUE VALUE PROP: cost competitive, co-operative, capable, committed
( are these the most important things to your customers )

okay cool, appreciate the insights