Question

Topic: Taglines/Names

Global Provider Of Training Solutions

Posted by greattrainer on 6/15/2011 at 1:21 AM ET 250 Points
Hello. I just started a new company, we are a global provider of training solutions. My company is a trainer provider, of experts in IT and business skills instructors.

I am having a very difficult time coming up with a slogan or tag line. My target audience are Chief Learning Officers, Internal Training departments, HR professionals, Senior managers i.e. decision makers.

My company offers a comprehensive suite of training delivery solutions including:
Instructor-led, blended, and e-learning training delivery formats
Contract, temp-to-hire, and full-time placements
Comprehensive trainer recruiting, vetting, and selection
Curriculum development (instructional design),customization, editing, review, and updating
Courseware recommendation and fulfillment
Train-the-trainer and Trainer Readiness
Administration of all trainer logistics, trainer payment, and project details
Classroom setup
Certified Project Management


Target Markets:
Academia
Corporate
Government
IT Manufacturers

Top Reasons to Outsource Training:
* New - courses, vendors, classrooms, centers, locations, acquisitions
* Sales - increase offerings without staff trainer costs and investment
* Legal - avoid misclassification risks and penalties of contracting independent trainers directly
* Different Needs - custom classes, courseware, special set-up, subject experts
* Special Classes - new, advanced, infrequent , and special classes
* Gaps - vacations, training, seminars, meetings, shows, conferences
* Your Alternate Opportunities - consulting, development, management
* Emergencies - illnesses, accidents, resignations, terminations
* Financial - peaks, low/unpredictable utilizations, cost cutting
* Quality - when you want a satisfaction guarantee for your class quality
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RESPONSES

  • Posted on 6/15/2011 at 11:49 AM Accepted
    You are too focused on the "how we do it" part of your offering and not enough on the "what's in it for the customer" part.

    Your question is all about what you offer, how you deliver it, the different kinds of modalities, etc. Even your target audience definition seems to include everyone and his/her brother-in-law. You've also presumed the client already knows they need training help.

    You need to focus yourself on the bull's-eye for your business. Who exactly is your ideal client? Where do they live/work? What kind of training would solve their biggest headache?

    Instead of thinking about broad market segments, think about the individual whose problem you want to address. What keeps him/her up at night? How can you make sure he/she gets a good night's sleep?

    If you can solve the problem for one person, you can do it again for another person. Then 10 people. Then 100. Etc. But when you start with a million people, it's likely you won't solve anyone's problem and never get the business off the ground.

    Narrow your focus and identify the most important benefit for your first client, and then you can address that successfully. THEN you can consider the options for scaling that to the size you want (and can handle).


    P.S. You forgot to tell us the name of your company, so we couldn't get very far with taglines even if we understood your positioning better.
  • Posted by greattrainer on 6/15/2011 at 1:02 PM Author
    Ok there I did this late last night and I realized after posting that I had not narrowed my target market in the question. But I'm realizing that although my focus has been on technical training in the past, I may be getting additional clients that require soft skills training. So I wanted to include a broader market because that is the reality of my business right now.

    Also, here's a followup and answers to mgoodman questions.

    Company Name: Great Training, Inc.

    Ideal Client: Financial Service Companies (current client)
    Software Developer/Provider in financial Services industry (previous client)

    Both companies have a global presence.

    Type of Training that Solved their problems: Technical Training, Training on financial software

    What keeps him/her up at night? How can you make sure he/she gets a good night's sleep?
    Trying to figure out how to provide training nationally (in the US) to large numbers of financial advisors/wealth advisors that is user friendly and easy to understand.

    Biggest goal capacity of advisors to adopt new technologies and methods. Overall goal, enhanced company image and risk management.
  • Posted on 6/15/2011 at 1:57 PM Moderator
    Thanks for your response and explanation.

    One of the things we need to explore if we're going to create a great tagline for you is the end-end-benefit for your target audience. And to do that we have to be very specific about who that target audience is.

    You define the target audience as a company, but the decision-maker is a human being (who works for that company). And that person is "... trying to figure out how to provide training nationally (in the US) to large numbers of financial advisors/wealth advisors that is user friendly and easy to understand."

    So what's the payoff for that person? How will he/she be better off if he/she is able to solve that problem? (Aside from getting a better night's sleep. :) )

    What's the emotional or psychic benefit for that individual? Will he/she get a bonus? Keep his/her job? Gain the respect and admiration of everyone in the company? What's the single most important end-end-benefit for that person?

    Once we know that, we can promise that very important personal benefit in the tagline. They already know you deliver training (from your name). Now let's give them the really important payoff for them.

  • Posted by greattrainer on 6/15/2011 at 3:19 PM Author
    The Target Markets:
    Academia – that uses financial software
    Corporations – that use financial software
    Government Entities that use financial software
    IT Manufacturers – that produce financial software

    (Decision Makers that Purchase my Services) Target Audience:
    Chief Learning Officers
    Technology Managers
    Learning & Development Professionals
    Human Resource Professionals
    Outsourcing Managers
    Senior Managers

    The Decision Makers do not want to invest internally in hiring trainers, managing trainers, firing trainers, researching training solutions, assessing training results, designing training solutions, delivering training, and evaluating training solutions. The decision makers just don’t have the internal resources to effectively meet their training objectives.

    Reasons why the Target Audience would choose my company
    1. To reduce and control operating costs
    2. To gain access to world-class capabilities - use of outside expertise
    3. To free internal resources for other purposes
    4.Resources are not available internally

    1.We offer a Commitment to quality
    2. We offer lower pricing than our competition
    3. We offer References and an outstanding reputation
    4. We offer Flexible contract terms
    5. We offer a larger scope of resources

    If a member of the target audience chooses our company they will keep their job, they may get a bonus as well as gain the respect and admiration of everyone in the company.
  • Posted by Jay Hamilton-Roth on 6/15/2011 at 5:45 PM Accepted
    The No-Worry Financial Experts
    Financial Expertise Delivered Worldwide
  • Posted by greattrainer on 6/15/2011 at 7:28 PM Author
    Thanks, I think I've made a mistake, in not being clear. My company provides IT/Technical Training in the area of financial software for example currently. But, we are also seeking contracts in the following areas: Healthcare Industry: Emergency Medical Response Systems, Corporate: Proprietary Customer Relationship Management systems, and Government: Dispatcher software training for State Highway Patrol. I hope it’s clear that we offer Technical Trainers and Training Solutions.
  • Posted by Jay Hamilton-Roth on 6/15/2011 at 7:52 PM Member
    In that case, take my suggestions and generalize them:

    The No-Worry Technical Experts
    Technical Expertise Delivered Worldwide
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