One of the great advantages that small businesses have over their large corporate cousins is the ability to form relationships with their customers. In a big firm, people come and people go, accounts are passed around the business, and when customers call they rarely speak to the same person twice. Small businesses have a much greater degree of consistency, which customers like. It's nice when you call the local butcher to place an order and he knows you, and asks about your family and your plans for the weekend. Or when a small art gallery that you have visited contacts you to tell you of a new artist's work that they think you might enjoy (and perhaps purchase).
As small business owners and operators, we should all cultivate the building and developing of these relationships. Take a few minutes to get to know your customers and always use the personal touch.
Look for little ways that you can make a visit to your business memorable. It can be something as simple as walking free samples or offering advice. I like to make my clients tea or coffee when they come in for an appointment. My receptionist feels that she should be the one to do this, but I enjoy making my clients a drink and I know that they appreciate it. It's a very small thing, but it's a personal touch.
The personal touch can extend to sending notes of thanks or of congratulation if a client or customer has some good fortune or a reason to celebrate. If, in the course of a general conversation, you find out that it's their birthday, shout them a product of some sort on the spot. Be spontaneous and show the customer that you value not only their business but them as a a person.
Some people struggle with spontaneity, but if you work at it, you will be surprised at how good it feels and how appreciated small personal gestures are. I also believe that it is important to encourage your staff to be spontaneous.