Wearing Many Hats, Small Business Owners Pick Ease of Use over Bells and Whistles

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New research study identifies the 12 reasons small business owners decide to tell a friend.

The Warrillow Trust Index gives FedEx a window into the mind of the small business customer and, very importantly, what drives them to recommend us to their fellow business owner.

According to a new Warrillow & Co. research study looking at why small business owners recommend some of their suppliers and not others, providing easy-to-use products trumps all other considerations.

To create “The Warrillow Trust Index,” Warrillow consultants started with a list of more than sixty possible reasons a business owner might recommend one of their vendors to another business owner. Researchers then interviewed a variety of small business owners and were able to short-list the top twelve factors that cause a small business owner to recommend one of their vendors to a fellow small business owner. Finally, Warrillow conducted a quantitative research study of 650 small business owners with fewer than one hundred employees in order to identify the attributes with the highest impact on a business owner’s willingness to recommend a vendor.

Providing products that are easy to use tops the list of twelve key drivers of why small business owners recommend some vendors over others. “Small Business owners are juggling payroll, staff and customers,” explains John Warrillow. “Business owners don’t have the time or expertise to learn how to use complicated products. Companies looking to sell to the small business segment need to focus on ‘Easynomics.’”

Becky Huling, managing director of FedEx segment marketing agrees: “The Warrillow Trust Index gives FedEx a window into the mind of the small business customer and, very importantly, what drives them to recommend us to their fellow business owner.”

In addition to easy–to-use products, other Trust Levers under the “easy” banner include:

  • # 5 on the list: Easy-to-understand product descriptions; speaking in plain English and avoiding industry jargon
  • #11 on the list: Making it easy to reach a live person

“The Warrillow Trust Index shows credit and debit card issuers are winning the trust of small business owners by providing easy-to-use product features and explaining with straight talk,” said Bruno Perreault, Senior Vice President of Commercial Solutions at MasterCard International.

The complete results of the Warrillow Trust Index research will be released at The Warrillow Summit on June 5-7, 2006 in Chicago. The Warrillow Summit is a gathering of 300 Fortune 500 executives with responsibility for marketing to the small business segment.

Warrillow & Co. helps enterprise companies capitalize on the Small & Medium (SMB) market opportunity through the “Warrillow Subscriber Network”, a subscription-based advisory service, which provides best practices research, benchmarking and small business market insight to a membership of enterprise companies.

Media Contact:

Samantha Hicks, Warrillow & Co.

416-368-8279 Ext. 289

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