New Research Study Identifies the 12 Reasons Small Business Owners Decide
to Tell a Friend

CHICAGO, May 29 /PRNewswire/ -- 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.
Samantha.hicks@warrillow.com
416-368-8279, ext. 289
This press release distributed by PRWEB (http://www.prwebdirect.com), a
service of eMediaWire.


SOURCE Warrillow & Co.

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