Customers have a unique way of both creating and solving many of the problems in our businesses. If you’ve ever caught yourself saying, “Customers—can’t live with ’em, can’t live without ’em,” then you know exactly what I mean. Most of us don’t have the luxury of cherry-picking who we work with; we serve the customers we have. Some seem almost programmed to complicate our lives at every turn. Yet as a salesperson, it’s nearly impossible to do your job well if you don’t genuinely like—if not love—at least some of your customers. Over time, though, even good relationships can become strained, much like a marriage. Familiarity creeps in, patience wears thin, and frustration replaces appreciation. Some people turn to marriage counseling to reset and reconnect. Is there an equivalent for customer relationships? Some kind of professional “customer counseling” to help sales and service professionals fall in love with their customers again? I’m sure something like that exists, but I haven’t seen it done particularly well. Still, I believe many of us could use help rekindling that connection—with customers, professionally speaking, of course.
Love is a broad and complex concept, but when you think about the people you love—or who love you—you tend to accept them warts and all. This is especially true with long-term customers. These relationships experience highs and lows, but think back to the very first time you earned their business. The excitement was real. The appreciation was mutual. That “customer love” felt fresh. The challenge is keeping that feeling alive—not just with repeat customers, but with all customers. After all, we want them to love us back, don’t we? Customers want to do business with companies that value and appreciate them. When that feeling disappears, the relationship often ends quietly, and they take their business elsewhere. We do the same thing as consumers. That’s why continually falling in love with your customers matters. It ensures they recognize not only the value you provide, but also the emotional connection that keeps them loyal. Here are five ways to help rekindle the passion you should have for your customers.
- Revisit their story – Remember why they chose you in the first place. Understanding their original need and journey restores perspective and empathy.
- Practice intentional appreciation – Don’t assume loyalty is permanent. Express gratitude regularly—through words, actions, and follow-through.
- Separate difficult moments from difficult customers – Most frustrations are situational, not personal. Address issues without labeling the relationship.
- Stay curious, even with long-term clients – Needs evolve. Asking thoughtful questions keeps the relationship relevant and engaging for both sides.
- Lead with service, not entitlement – Longevity does not guarantee loyalty. Continued service excellence earns commitment again and again.
