The first rule of marketing is that customers are interested in only one thing - What’s In It For Me (WIIFM). The second rule of marketing is that people only do business with people they like or trust. So how do you build a sense of likability and trustworthiness? You have to be friendly. You and your business needs to carry a smile. People who smile are far more attractive than those who don’t. Business who help people smile are far more attractive than those who don’t. Smiles reflects your inner being. It reflects who you are and how you think. If you and your employees smile, then you are establishing a sense of friendliness. You are building trust. The customers will follow.