True friends are a sure refuge, according to Aristotle. Half the fun and joy of doing business is interacting with friends. How many customers can you honestly and truly identify as friends? Paul J. Meyer, a success motivation specialist, once said, "If you can show people your appreciation for their business with the parting words, 'Thanks, pal,' you're well ahead of the game." How can you convert a cool-and-casual customer relationship to friendship? Come across to the customer as an honestly caring individual. Don't act the part. Be it.