In business, sometimes it's the small things that can make a huge difference. You never know what makes someone more or less willing to do business with you, and often they can't even identify it themselves.
But if you can make minor changes that make it easier and more comfortable for people to do business with you, it can go a long way.
Back in 2015, I visited one of our Sandler offices up in Canada. At the time, it had been about 10 years since I'd been to Canada. I flew in, then went out to dinner with my counterpart there.
After dinner, instead of asking for the check, he called the server over and asked, "Will you bring the machine?"
As the server left, I asked my counterpart, "What did you just ask for?"
"The machine," he replied.
"What in the world is the machine?"
Turns out, Canada is one of the few countries I've been to where they're all in agreement about how to process credit cards. The server brought the machine to the table for my counterpart to pay.
I love this! See, about once a year, I have a credit card get compromised. And if you didn't know, one of the top ways your credit card gets compromised in the United States is when they take it somewhere to swipe it, and you can't see it.
In Canada, they've all agreed that the credit card should never leave your presence. So every place you go, there's a machine they bring to you, instead of taking your card off to a machine.
Likely there's room for something similar in your business or organization. What small ways can you find to make your customers more comfortable? The more comfortable they are, the more likely they are to do business with you.