You are its most sincere representative. You are responsible for feeding and nurturing your business. You can make deals no one else can make. People think when they buy from the owner they're getting a special deal, may not have to pay a commission and therefore are getting the best price. People like to buy from the owner.
Customers like to know they'll get special attention.
Customers have a special confidence in you. You sell it because you believe in your business. Your enthusiasm generates confidence that transforms into sales. Customers also know the owner will go the extra mile to deliver what's promised. The relationship with the customer is yours to build first.