Most fast food chains do not have a head office for their restaurants. They are called Support Centers.

The State Manager, Manager of HR, Manager of Business Development sit in this support center. It sounds an awful lot like a Head Office.

But it’s not. And deliberately so.

The fast food chain wants their customers to think that the local restaurant is the head office. They want the staff of that restaurant to act as though they are the head office. This empowers staff to make decisions and the customer feels good about dealing with them.

When you are selling, are you the head office or just a representative of it? If you can’t make decisions, provide prices or clear up issues on the spot the customer won’t feel good about dealing with you.

Customers like to feel good when dealing with their suppliers. Giving staff head office powers enables this. It’s about being the leader.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”. To find out more or to purchase copies of this book click here