Cicero was one of the greatest thinkers of the Roman Empire. He was a skilled orator, lawyer, politician, linguist, and writer. Still today he is quoted for his clear prose and practical wisdom. For instance, of having friends he wrote: “Friendship improves happiness and abates misery, by the doubling of our joy and the dividing of our grief.” He understood the double benefits of friendship along life’s journey.

It always amazes me why we all don't try to be friends when conducting our business. It is a winning formula for not only a more pleasant business experience but a life enhancing technique as well. People do not like to be SOLD anything but they LOVE buying things. Friends are no different (actually probably more so). Friends do like doing business with their friends as they feel more comfortable and trusting of people they know.

How much effort have you put out befriending your customers? Take a shot at making a customer a friend today. You are not always going to succeed every time but when you do you will be happy for the result. Put yourself out there, open up and share, listen and learn, sympathize and empathize.