“Sometimes saying ‘NO’ is the best way to get customers to say yes.” This quote by Will Burns in a Forbes post speaks to the Pink Goldfish of withholding.

CASE IN POINT: If you want a sub sandwich delivered freaky fresh and freaky fast, who ya’ gonna call? You call/order online from Jimmy John’s. They only deliver if you live within five minutes or less of the nearest store.

So how do they do it? There are two parts to their strategy:

First, they only make cold subs. These can be made more quickly because they don’t require heating or cooking.

Second, they have a very limited delivery radius. In some places, it is less than two miles.

This narrow service range allows them to fulfill their promise of freaky fast and fresh delivery. However, it leaves a lot of people out. If you’re not in the zone, you can’t get your sandwich delivered. If they can’t do it in five minutes or less, they don’t do it at all.

They flaunt this limitation in a recent ad campaign that shows bicycle delivery riders crashing into invisible walls and cars with timers marking lines on the road to show the five-minute barrier.

No hot subs. No delivery beyond a certain point. No apologies.

TAKEAWAY – Less can lead to more. How are you saying no to get to yes?

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.