photo credit: jsc*

Theoretically all franchise restaurants are identical in food quality, service and cleanliness. Of course, you know that isn’t true. I say, “thank goodness that isn’t true.” Because if it were true I’d be missing out on a great experience.

I live in Iowa, and if there is one thing you can say about Iowa it’s food is important around here. Food is at the epicenter of nearly every social encounter in the state. Our state fair is touted as the best in the world in part because of the food experience that can only be had at our fair, but that’s another story entirely.

If you’re ever hungry for real food, great food, food prepared with love and care come to Iowa. In a small town near where I live there’s a Subway restaurant. Don’t cringe it isn’t like any Subway you’ve ever been to. You see the Subway in Denison, Iowa is owned and operated by “Subway Dave”. I can’t go to any other Subway anywhere because it’s a complete and utter disappointment when compared to “Subway Dave’s” Subway restaurant.

Dave took it to heart when the franchisor told him Subways mean fresh, friendly, and fanatically clean. Perhaps Dave is just a better listener or Subway needs to say it louder to all their franchisees. The aroma of fresh baked bread can be smelled clear down the street.

It literally sparkles with cleanliness when you open the door. And Dave, well Dave knows my name. Dave knows what my family likes. Dave always greets me with a smile and acts like he really cares that he gets to make our family sandwiches.

When Dave and his crew make you a sandwich they do so with care. You’ll never see Dave or his crew slap a sandwich together smashing your sandwich and throwing it at you with a sneer. Nope, Dave really cares!

Dave owns a position in my mind. When I think sandwich I think fast, fresh, and friendly Subway that can only be gotten from “Subway Dave”. I don’t just like Dave’s sandwiches…I LIKE DAVE! I appreciate how wonderful his sandwiches are and I appreciate how much Dave cares about his sandwiches and his clients. Dave earned this position the first time I entered his restaurant at his first location. And Dave is smart enough to make sure he never loses that position.

I know you don’t own a restaurant, but there’s an important lesson here for you to take to the bank in your service business. It doesn’t matter how large or how small your business. It doesn’t matter if you have a connection with a big company or not. You can carve out a position in your client’s and prospects minds. And once you do you can own that position.

When you own a position, provided it’s a positive position, it’s like money in the bank. Julie McManus wrote an article about her airline struggles recently we can all relate to. The airlines own a very negative position in our minds. You don’t want that position.

When you own a position it means you own a space in your clients mind. If I say cola most of you will think Coke because Coke owns that space in your mind. However, when I say Subway I only think of the restaurant owned by “Subway Dave” my experience is no other Subway even comes close to measuring up so they don’t exist. Wouldn’t you like your clients to feel that way about you?

What category can you own in your prospect’s and client’s mind? This is what is special or unique about you and how you do business. Why do your clients choose you over all the other options? If you can’t answer that now then identify what you can do that’s unique, special, and valuable to your clients?

Position yourself to win and then never surrender your position. Positioning is important and it shouldn’t change. It’s related to your values and beliefs. It’s related to your prospects values and beliefs. You have a position now although it may not be a strong one. Make it strong and make it clear in everything you do and say.

This entry was posted on Tuesday, April 22nd, 2008 at 6:00 am and is filed under sales coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.