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Posted by on Nov 29, 2013 in Frequently Asked Questions, Guest Post, Values | 0 comments

BE THE sMALL – by Chris Stovle

BE THE sMALL – by Chris Stovle

Just over a year ago, I asked my very good friend Chris to review an email I had sent to a client.

There was something about the email that had not appealed to them. Made them run in the other direction and not decide to hire me. I couldn’t see what was wrong with it. But Chris could. He didn’t know it at the time, but his response was one of the most incredible pieces of business advice I’ve ever received.

I stumbled upon Chris’ message today, and thought I’d finally share it with the world. It has helped me tremendously, and I hope it can help more people. Here it is – Be The Small by Chris Stovle.

Mon, Sep 24, 2012 at 11:29 AM
Sent by: Chris Stovle
To: Eric Fairlie


I decided I would give you some suggestive edits on how I would write the email you sent to Sonia last week. Not that you did anything wrong, however I think you could be more effective and gain more loyalty if you phrased stuff different.

The big spenders that are going to make you the millions like the personal attention, and I think the worst mistake I made as a small business owner in the beginning was not ‘embracing the small’.


People hate large bureaucratic companies that use canned responses and don’t take the time to care about them. Think Starbucks compared to CafĂ© Rosso [A local high quality coffee shop in Calgary, Alberta]. Starbucks is pretty good but it does not hold a candle to Rosso.

In my emails, phone calls and conversations with clients – The biggest change happened when I removed the “WE”, and shifted everything to “I”. You are the one taking care of them, you are the one contact point. That is really important. In my business I always use my full name, and the full name of any my staff assigned to help them. It makes them feel special that I am taking personal care of them and shows my level of accountability.

The last thing is you need to be humble and show them their time is important; you want to make people feel like rockstars and praise them for every second you get with them as you know they are doing many important things. Clients like that; they then give you the same level of respect when it comes to your time.



Chris Stovle. Entrepreneur

Chris Stovle. Entrepreneur

Chris Stovle is a life-long entrepreneur (as in since the age of 14!) and founder of Rocky Mountain Computer Repair in Calgary, Alberta, Canada. His motto in putting people first, led Rocky Mountain becoming one of Calgary’s best local computer repair shops within 3 years of startup.

He now currently resides in San Francisco, California with his wife Roz.

Check out Chris’ LinkedIn Profile for more details.

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