Life’s A Gas

There are two gas stations directly across from one another in my town. Aside from their logos, it’s hard to tell them apart.

Twum

Both…

- are reputable brands.
- in great condition.
- have the same # of pumps.
- Prices are identical.
- use attendants (it’s Jersey).

But there’s almost always a line at one of the stations, even if the other one is empty. I estimate that one serves ~30% more cars each day.

My theory…

It’s partially because of the man in this picture. His name is Twum.

I think people know they’re going to have a positive experience when Twum pumps their gas.

He moves fast. He’s incredibly courteous. Twum goes further and does more than expected while expecting nothing in return.

After squeegee-ing your windows, sometimes he doesn’t even wait for a tip, he just moves to the next car.

It’s almost as if he gets satisfaction by helping drivers see more clearly.

Although gasoline is a pure commodity, and filling a tank is a purely transactional, one person can make a huge difference in the sale.

Products and services are nearly indistinguishable to buyers. It’s only getting harder to tell two SaaS tools, IT service companies or medical devices apart.

A salesperson is the last line of differentiation. Never underestimate your ability to make it matter. Do more, go further.

By the way - I’m surprised other gas stations haven’t poached Twum yet. Maybe they think their gas sells all by itself.