How to excite and enchant your customer -- by Guy Kawasaki

From the link: http://www.linkedin.com/today/post/article/20130719120914-2484700-10-ways-that-small-businesses-can-enchant-their-customers

1. Put likable, competent and passionate people on the front line.
2. Show me that you trust me.
3. Remove barriers to entry.
4. Make it easy to give you money.
5. Go deep in a segment.
6. Sell something that’s DICEE: Deep, Intelligent, Complete, Empowering,and Elegant.
7. Enable hands-on trial.
8. Communicate with salient points.
9. Deliver bad news early.
10. Consider all the influencers.

The single most powerful way to enchant me is defaulting to “yes," and this attitude encompasses all 10 points. It means that you believe that the customer is right and reasonable until proven wrong and unreasonable. Custom order? No problem. Early delivery? No problem. Return for full credit? No problem.

The math might show that if you did this for everyone, you’d go broke, but not everyone will ask for such treatment. In fact, very few will, and those that do will become your greatest evangelists, so they’re worth the exception.