I was traveling in North Carolina. It was early morning and I was looking for fast food. Something grab-and-go that I could eat on the way to another appointment.
I asked the hotel desk clerk, “What’s around here for breakfast?”
“There’s Burger King,” he said.
I know Burger King serves breakfast, but I was fuzzy on the menu and dismissed them. “Whatelse?” I asked.
The clerk thought a minute. “Oh! There’s Biscuitville. It’s right up the road.”
Perfect! I bought my breakfast there and how I made the decision illustrated a critical selling principal. Clearly stating what you do helps you sell it.
Think about that every time you meet a potential customer. What do you say? How could you “Biscuitville” your approach so it’s easier for buyers to say, “That’s exactly what I want!”