I had an interesting experience at the Starbucks down the street from my office.
Normally I go in and the cashier is very courteous, with a "What can I get for you, sir?"
Today, it was more along the lines of, "Hey, what's goin' on?"
Very casual, laid-back, informal ... but by approaching me as an equal rather than a superior, he put me more at ease than those who call me "sir" and there was a level of mutual respect rather than a superior vs. inferior dynamic going on.
Just a small example, but it goes to show how presenting yourself as a business equal doesn't intimidate, but instead places the other party at ease and builds instant trust and respect.