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Remember that family in your neighborhood when you were a kid? When you walked into their house, you were family. Like it or not, you were going to get a hug at the very least, or be plopped down at their dinner table. You felt as if they had been waiting for you. You were welcomed and loved.

The same idea should be applied to our businesses. I’ve mentioned before that if you don’t genuinely love your clients (or can’t find some aspect to love), you owe it to them to fire them.

Consumers don’t always need or want “spectacular.” Sometimes they just want to be a part of “normal.” Not normal like a customer, but normal like a part of the fabric of the place.

I think people want to be more than customers. They want to matter. Like family. They want to be noticed and valued. Again, like family.

Do you honestly believe that your customers feel embraced when they walk into your store? Or when you answer your phone? Or when they get an e-mail from you?

Do you welcome them with open arms, even when their arms are filled with problems or rush orders? Do they always walk away feeling appreciated? Do they know that they can count on you?

Remember, being a part of the family doesn’t just mean hugs and kisses. It also means getting to hear the inside dirt, being asked to pitch in and help, knowing some family secrets and being given special privileges.

Being a part of someone’s family means there’s an exclusivity to it. You get to know, do and see things that the outside world doesn’t.

Are you offering “family” benefits to your best customers?

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