Did you know that your customers are human? Did you know they have family and friends, they have issues, family problems and fears? Did you know they are passionate about music, or art or travel?  Most of us do not think of our customers in this manner. We simply see them as people to please - so that we can get another order. And then, when we lose the account, we act shocked and betrayed.

One of the benefits of being in business is the access it provides to meeting wonderful people. If you study the successful entrepreneurs, you will find that their businesses are built around no more than a handful of key relationships. You will also note that these relationships are based on integrity. There is a genuine friendship and respect between the entrepreneur and the “customer”. It is extremely hard to fake a long-term relationship with a customer. Sooner or later, any falsehoods that exist will come out in the wash.

Quality of life stems directly from the quality of one’s relationships. It is hard to imagine someone with only bad or weak relationships being a happy, fulfilled person. It stands to reason that, if work takes up 33% to 50% of one’s time, then the relationships you have, in this aspect of your life, should be of a high quality and be characterised by a high level of integrity. I personally have made some of my closest friends during my time as an entrepreneur. I have never sold a thing to some of these people, some used to be customers, and others have continued to support me in whatever position they have held. I know their families, I know their passions and I know this because I am genuinely interested in them. The greatest contribution from these “customers” is not the orders I receive, but the learning and perspective they bring to me. I learn from each and every one. They are my friends and teachers and customers - in that order.

Life is too short for fake relationships (and bad coffee). Don’t waste the wonderful opportunity you have for making new friends.