
Last version published: 14/04/2020 15:11
Publication number: ELQ-11013-2
View all versions & Certificate

How to Enchant your Customer
10 ways SMEs can charm their customers.
Introduction
I love to do business with small businesses—in-store, online, for myself, for others, for pleasure, for work—it doesn’t matter to me. I love to find great products and services made by entrepreneurs who are trying to change the world. And I love to help small business owners because they aren’t flying around in corporate jets and lunching with investment bankers. American Express’s idea for Small Business Saturday is a marvelous one, and I’d like to help out by them explaining 10 ways that small businesses can enchant their customers.
- Step n°1 |
Put likable, competent and passionate people on the front line.
I prefer to interact with employees who smile, know what they’re talking about, and love what they sell. However, companies often put the lowest-paid, least-experienced employees behind the counter or at the front desk and hope for the best. This doesn’t make sense. Ask yourself this question: Is the first impression of my business a good one? Because if it’s a bad one, it may also be the last one.
- Step n°2 |
Show me that you trust me.
If you don’t trust me, I’m not going to trust you. Look at the small businesses that became huge: Zappos tells me that it trusts me because it pays shipping in both directions. Nordstrom takes my word for it if I say merchandise was defective. Amazon lets me return a Kindle book for seven days—I can read most books in seven days! If you trust me, I’ll trust you, and we can build a relationship.
- Step n°3 |
Remove barriers to entry.
Make it easy to get started with your product or service. Don’t ask people to fill out 10 fields of personal information to open an account. Don’t throw up a CAPTCHA system that requires fluency in Sanskrit. Don’t require an appointment for a consultation. Instead, create a slippery slope that enables people to start doing business with you quickly.
Reviews
Write a review
People using this Best Practice also downloaded
More Best Practices from Guy Kawasaki
Startup Financial Forecasting Excel Template
This tool will help you craft the financial forecast that will be a part of your pitch.2,827Discussadd_shopping_cartfreeby Guy Kawasaki
How to Master the Art of Leading
Created in collaboration with Bill Meade, this post aims to advise internal entrepreneurs on leadership.72Discussadd_shopping_cartfreeby Guy Kawasaki
How to Master the Pitch
Here is listed the characteristics of what makes a good pitch.81Discussadd_shopping_cartfreeby Guy Kawasaki
How to Pitch with Only 10 Slides
Teaching how to use the 10/20/30 PowerPoint method. 10 slides, 20 minutes, min. font size 30.300Discussadd_shopping_cartfreeby Guy Kawasaki
How to Create an Enchanting Business Plan
Here is some advice on writing a great business plan at high level.632Discussadd_shopping_cartfreeby Guy Kawasaki
How to Create an Enchanting Pitch
This is to help you make great Pitches with PowerPoint for your business.374Discussadd_shopping_cartfreeby Guy Kawasaki
How to Pick Your Startup Advisors
Some advice on picking advisers for your startup journey.58Discussadd_shopping_cartfreeby Guy Kawasaki
How to be a Demo God
This post has been created for anyone who needs to make a 10/10 demo. It's a skill you really need to get good at!59Discussadd_shopping_cartfreeby Guy Kawasaki
How to Get the Attention of a Venture Capitalist
This is some advice on how to grab a VC's attention.58Discussadd_shopping_cartfreeby Guy Kawasaki
How to Rock the First 90 Days of a Job
This post will give you advice on what to avoid doing, and what do try and achieve.65Discussadd_shopping_cartfreeby Guy Kawasaki
How to Master the Executive Summary
A guide by Guy Kawasaki with tips on how to master the art of the executive summary.132Discussadd_shopping_cartfreeby Guy Kawasaki
How to Intern like a Rock Star
Learn how to make the most of your internships and impress your employer.20Discussadd_shopping_cartfreeby Guy Kawasaki
Any questions on How To Enchant Your Customer?
The user community and author are here to help. Go ahead!