Yesterday I got my coffee from Starbucks and my lunch from Subway. I feel guilty about it. There are so many small, great coffee shops and delis around where I work. But I chose to patronize two national brands because I knew exactly what to expect from both.
Even my favorite independent delis aren’t as trustworthy as chains. The price of an iced coffee at the bodega around the corner fluctuates depending on the cashier. The salad quality at the nearby deli varies by who makes it—if my guy’s not there, I go somewhere else.
Chains offer stability. A latte at Starbucks tastes the same on Manhattan's west side as it does on the east side. And while that rationale may seem boring, when I have a craving for that specific coffee, I want to know it will come with extra foam.
Is your sales force as consistent as a Subway sandwich? While every sales associate should have his own personal style, studies show that companies benefit from uniformity. For more on the importance of a unified sales process, check out this article from our S&MM archives.