I would expect them to be friendly and knowledgeable if they are working in a business that deals with customers.
This should not be benefit but a given. That’s like saying “we have a front door that’s not locked” or something as crazy. The truth is, you can say “friendly staff ” all you want in your commercials, but there are personalities out there working with customers that…well…shouldn’t be working with customers.
I see the same person every week checking out at a store near my home. I bring my items to the register, and he says not a word. He rings me up. And gives me my total. Week in…week out. No conversation…no eye contact…no personality. I bring this up because of the billboard down the road that actually says on it “friendly, knowledgeable staff”.
Here’s a solution. Unless the staff makes a huge difference in the sale – don’t bring them up. If there’s a special reason the staff needs to be promoted, then be specific “our mechanics have to complete three billion hours of transmission training before they can work at ABC Transmission”. That has value.
“Friendly knowledgeable staff” is another cliche fluff line, and radio real estate is too valuable to waste on such empty phrases.