How to Win Customers and Influence People - Part 1

Running a small business is tough. You're juggling dozens of hats: sales, operations, marketing, customer service and usually, there's little time or budget to spare. It's easy to slip into survival mode, focusing on busy work, to-do lists or transactions, cash flow, and the next urgent job.

But if there's one timeless truth for winning customers and building loyalty, it's this: people crave appreciation. Dale Carnegie put it simply back in 1936: "Be hearty in your approbation and lavish in your praise, and people will cherish your words and treasure them and repeat them over a lifetime."

For micro-SME owners, whether you're an electrician, photographer, builder, or e-commerce seller, this lesson is gold. Customers don't just remember what you delivered; they remember how you made them feel. And the businesses that thrive are the ones that make their customers feel valued, respected, and appreciated.

This blog dives into how genuine appreciation (not flattery) can transform how you win and keep customers, inspire your team, and strengthen your reputation even in tough trading periods like Q4 and Christmas.

Appreciation vs. Flattery: Spotting the Difference

Let's get something clear: flattery doesn't work. Customers are savvy. They can smell insincerity. When a company praises just to get a quick sale, it rings hollow and often backfires.

Appreciation, on the other hand, is real. It's about seeing the genuine good in someone and recognising it. Appreciation acknowledges effort, loyalty, or achievements in a way that feels earned.

Flattery is about you ("I'll say this so you'll buy from me").

Appreciation is about them ("I see the effort you've put in, and I respect it").

As a business owner, making this distinction is critical. Because when customers, staff, or partners feel that recognition is real, they respond with loyalty, advocacy, and trust.

Why Appreciation Works in Business

Carnegie's insight that "the deepest principle in human nature is the craving to be appreciated" is as true today as it was nearly a century ago. Here's why it matters for SMEs:

Customers come back. When customers feel valued, they return even if competitors are cheaper.

Word of mouth spreads. People love telling stories about businesses that treat them with care.

Employees stay motivated. Even small words of encouragement fuel morale and productivity.

Trust builds. In a world where many SMEs distrust agencies or have been burned by hidden costs, showing appreciation rebuilds confidence.

Appreciation isn't just "nice to have." It's a growth strategy.

Practical Ways to Show Genuine Appreciation

So, how can busy micro-SMEs put this into practice without spending huge amounts of money or time? Here are proven approaches:

1. Celebrate Your Customers' Loyalty

Send a personalised thank-you note after a job or order.

Feature loyal customers in a social media spotlight - people love seeing their story told or a positive shout out to a new audience.

Give small loyalty perks (early access, free add-on, or a surprise and delight experience - a discount, a voucher, a product or a prize).

2. Catch Staff Doing Something Right

If you've got a small team, it's easy to default to pointing out mistakes. Flip that. Catch people doing something right and tell them straight away. It reinforces good habits and builds confidence.

3. Make Marketing About Them, Not You

Most businesses talk about themselves: "We've been around 20 years," "We're the best in town." But customers don't care. They care about themselves. Switch the lens:

Instead of "We build websites", say "We help small businesses get found by new customers."

Instead of "We do SEO", say "We get your phone ringing with valuable leads."

4. Listen Like It's the Highest Compliment

Carnegie reminds us that listening, really listening, is one of the best forms of appreciation. Whether on a sales call, in a shop, or over email, let customers talk about themselves. Ask questions they'll enjoy answering, and respond with curiosity.

The ROI of Appreciation

Sceptical? Let's put numbers behind it. Research shows:

89% of customers are more likely to buy again if they feel valued.

Employees who feel appreciated are 31% more productive.

Positive customer experiences generate 5x more word-of-mouth referrals than neutral ones.

For a micro-SME owner, this translates into what matters most: more stable cashflow, repeat customers, and fewer sleepless nights.

Case Study: Lorraine the Photographer

Lorraine runs a small photography studio from her home. Seasonal demand makes her income unpredictable, and she's tried SEO and social media with mixed success. But here's what worked: after every session, she sends clients a thank-you email with a sneak peek photo and a handwritten card.

The result? Clients post those sneak peeks on social media, tagging her business. Referrals roll in. Even in off-season months, her diary stays steady. The handwritten gesture goes a long way.

Appreciation doesn't cost Lorraine much, but it brings measurable returns.

Appreciation as a Differentiator

In crowded markets, standing out is hard. Your competitors might offer similar services, sometimes cheaper. But appreciation can't be faked or mass-produced.

When customers trust that you see and value them, you move from being just another provider to being their preferred partner.

Tie-In: Appreciation and Peak Season

As we head into Christmas, the make-or-break period for many SMEs, showing appreciation can set you apart.

Thank existing customers before peak hits.

Recognise your team's effort as workload spikes.

In campaigns, frame messaging around customer success, not your features.

Consider your partner, or loved ones, too. With more late nights for your business than usual, set expectations that things might be tough, engagements might be missed. But set time aside to do something away from work once in a while - your relationships will benefit from it.

Hike's Prepare for Peak campaign carries the same principle: SMEs aren't buying "SEO tools"; they want to know their website is working hard for them - peace of mind, visibility, and stability. By recognising and supporting that need, you show appreciation in action.

Conclusion: The Growth Power of Saying "Thank You"

At its core, winning customers and influencing people in business isn't about manipulation. It's about making people feel seen, valued, and appreciated.

For micro-SME owners, that doesn't require big budgets or flashy campaigns. It takes empathy, listening, and small gestures that prove you care.

Carnegie's wisdom holds: "Praise is like sunlight to the warm human spirit; we cannot flower and grow without it."

So as you face your next busy season, ask yourself: where can I add more appreciation into my business? Because the more genuine appreciation you show, the more loyalty, referrals, and success you'll win.