.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;}
It’s really a simple idea. You need to love your customers. No, I don’t mean love their money. I don’t mean love that they send their friends to your business.

I mean love them. As people. Collectively, as in “I love our clients,” and individually, as in “I love Lana.”

If you don’t love them, you owe it to them to fire them. Because you will never be extraordinary on their behalf. And every customer deserves that.

Sure, they buy your brain and knowledge. And they buy your product. Those are the givens. But the “I’ll care as much about your business as you do” is not on the price list. It’s not for sale. You either give it to them freely or you can’t because you don’t feel it. And if you give it, you give it from love. I believe the real currency of client longevity is inspiring love rather than — also important but can’t trump love — trust or satisfaction. And the way to get them to love you is to love them first.

Steve Farber’s brilliant book “Radical Leap” is all about infusing love into your work.

I’m not sure why the word love is so taboo in business, but it needs to stop. It’s a big part of why Wal-Mart employees took out TV ads against their employer, why Enrons happen, and why the people at the drive-through couldn’t care less if you actually get what you order.

As consumers, we haven’t demanded love. We’ve accepted sullen. We’ve pardoned rude. We’ve tolerated mediocrity. All because businesses are only offering “acceptable” or delivering “good enough.” I think it’s time to try something different.

I think it’s time for us to try a little love. Don’t you?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan