You’re riding down the road and feel like enjoying a fresh cup of coffee.
Up ahead are two convenience stores to choose from. Both are sure to have good coffee at a fair price. The clerk at each is friendly too.
The store on the right is always spotless and well merchandised. The store on the left always has lots of products, but is usually messy and in need of a good scrubbing.
So where are you likely to stop, given those two choices? Without a doubt, you’re heading right, into the clean sanitary store.
So why would your customer be any different? Given the choice -- and they do have a choice -- most customers will shop at the clean and well merchandised truck.
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