It is often said, smaller businesses can be more agile than their bigger competitors. This is especially more important when you consider the big guys can often deliver lower prices. So today I just want to remind people how communications, making yourself accessible and approachable, can help to differentiate yourself from your rivals. Consider this; as a consumer, how easy is it for you to talk to the big companies?

Look at your competitors website, where is their telephone number? Do they make you jump through hoops before giving out their number or contact form? Is their telephone service costly or drawn out? Does their telephone service try to push you back onto their website?

Of course, a lot depends on individual companies and the markets they serve, but generally speaking, having thousands of customers can lead companies to become too zealous in their cost cutting. That equates to more automation and more customers per account manager than ever before. Some would say you have to be tough, but honestly, a bad reputation spreads quicker and last longer than a good name.

So here are some quick fixes:

1. Put your telephone number at the top of every page, or at least a direct link at the top of every page.

2. Don’t make your customers register or sign-in first. Make it instantly useful and to the point.

3. On a contact page, don’t offer FAQs or knowledge silos, put them on a different page. Give them real human-to-human contact; build real relationships with the hands that feed you.

4. Make your phone menus to the point. Don’t drag it out with the human operator as the last option. And don’t try to steer your customers to your website… honestly, if a customer wanted your website they would figure it out, really.

5. Feel free to put your email addresses on your web pages too. Simple screening is possible to block unsolicited mail.

Rethink your philosophy. Break down barriers, open your arms and welcome your guests with enthusiasm. Good luck!