The principles of engaging your customers are the same as being a good friend. Treat your clients like you treat your friends, and you’ll reap the rewards. But, do you know how to do that?

Be Selfless – You have to be there when they need you, not just when it benefits you. Your clients’ satisfaction should always be on your mind, so make sure you’re ready to handle anything they throw at you. No, it may not be the most convenient time for you, but sometimes you have to sacrifice a part of yourself to solve a problem.

Be Loyal – You can either stand beside your friend during a time of crisis and catch them when they fall or run screaming in the other direction. Anyone can take an order and even fulfill it with a great deal of competency, but only a true friend/partner will help out a client when there is nothing in it for them. By taking that extra step to help them out of a jam, your client will see that they can always count on you.

Be Honest – Every friendship goes through rough patches, but if it’s worth it, you should always make it right. Be up front if you make a mistake, ask for forgiveness and then follow through on your word to fix it. Even if it’s not your mistake to fix, offer up realistic suggestions for them to try.

Be Reliable – Real friends keep their promises, and so should you. I always say “Do what you say you’re going to do when you said you’ll do it.” It’s as simple as that. Your clients will repay you with their trust and loyalty, which is ultimately what every company is looking for.

Be Respectful – You may not always agree with your friends, but you should still respect their decisions. So, your customer decided to go down a path you didn’t agree with? Express your professional opinions and likely outcomes to their decisions, and then step aside. Being respectful of a failed decision is better than pushing your potentially good decision onto them.

Remember that your customers aren’t nameless faceless beings. They’re real people, and should be treated as such. The more you interact with them and keep them on friendly terms, the better your relationships will be.