One advantage that small entrepreneur has over the big boys is the ability to offer more personalized service. One of the main reasons customers prefer to deal with small businesses rather than larger ones is service.
Have a question about your credit card or health insurance? You usually have two options. Dial an 800 number, and go through an extensive menu of “press 1” or “press star”, and 10 minutes into the phone call, you still haven’t found the answer to your simple question. Or, you may login to that company’s website, and have a similar experience of scrolling through various menus.
Years ago, that question would’ve been answered by a representative who we would have reached immediately.
Checking out at the supermarket or hardware store? You now have the option of a self-service lane where you could scan, bag and pay for your items. But unless you have only one or two things to purchase, you will find, however, the human cashier faster than self-service.
As a small entrepreneur, you can offer more personalized service. This doesn’t mean you forgo technology. We don’t live in 1980 any longer. But you need to balance the human side with technology, and utilize your entrepreneurial advantage.