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Published:April 6th, 2008 04:54 EST
Chevron Knows How to Do It

Chevron Knows How to Do It

By Joel G. Block (Mentor/Columnist)

Last week, we were on a family vacation with the kids. We drove from our home in Los Angeles to Las Vegas, and then headed to the Grand Canyon. The trip to the Grand Canyon required us to take the road south from Las Vegas across Hoover Dam, and then a couple hundred miles to the Canyon.

For whatever reason, gasoline in Las Vegas is about $0.50 a gallon cheaper than it is in California. So, we were thrilled to pay Las Vegas prices, even though those prices are still ridiculous compared to the price of gas just a couple years ago.

Driving south on Highway 93, approaching Hoover Dam, we came across a gas station that was in the state of Nevada, but it did not seem to price gas the way that other Nevada gas stations were pricing. Instead, it was a lot closer to the prices that we pay in California. I was surprised, but the gas station was absolutely packed. What surprised me was why so many people were paying so much extra money than if they had just gassed their car a few miles earlier. But then I realized why.

This Chevron gas station at the entrance of the Hoover Dam Bridge had a little sign in front of it that caused people to turn upside down and flood into this gas station.

That sign read "LAST CHANCE FOR GAS, 70 MILES."

Sometimes, you have to really put your information in people's faces. Sometimes you just have to tell them the truth, even if that truth scares them into doing business with you. This gas station did it absolutely right. They told the customers that if you're low on gas, you'd better not take a chance, because you're going to be in the desert with no access to the Auto Club and no access to gas for 70 long, hot, terrifying, lonely miles.

So the people who didn't take care of their business 20 minutes earlier were forced to pay a penalty for the gas right at the base of Hoover Dam. Now, I don't know if this gas station pays extra rent because it's in a high-traffic district, or if they're just making extra money because they've used an excellent marketing technique. But whichever, they've managed to garner an enormous amount of traffic from those who didn't fill up their tanks somewhere earlier.

So, as you are working hard every day to build your company, or as you're building your career, make sure that you put your message out there and tell customers and prospects exactly what they need to know, even if it scares them into doing business with you. It may seem like you're pushing them around, but at the end of the day, that little sign is doing a lot of people a lot of good.

About Joel G. Block, President of Growth-Logic, Inc.
Often dubbed a "Growth Architect" by his clients, Joel Block advises companies on explosive growth strategies by driving revenue and sales. Well-known in the capital markets, Joel is a successful entrepreneur, speaker and advisor. To bring Joel into your company, please visit www.joelblock.com or www.growth-logic.com.