"I love to do business with small businesses—in-store, online, for myself, for others, for pleasure, for work—it doesn't matter to me," writes Guy Kawasaki at his eponymous blog. Based on his experiences, he has 10 tips for making the customer experience enchanting. Here are four:

Staff your frontline with personable, passionate employees. Customers want to interact with friendly people who care about your product or service and know what they're talking about. "Ask yourself this question," he says. "Is the first impression of my business a good one? Because if it's a bad one, it may also be the last one."

Build a customer's trust by trusting your customer. If you need inspiration, Kawasaki cites Nordstrom's famously liberal return policy, which clearly indicates that the retailer thinks highly of its customers. "If you trust me, I'll trust you, and we can build a relationship."

Avoid placing unnecessary barriers in the path to a sale. When someone wants to do business with you, make it as easy and painless as possible. "Don't ask people to fill out 10 fields of personal information to open an account," he cautions. "Don't throw up a CAPTCHA system that requires fluency in Sanskrit."

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