QUOTE : Suppose, for instance, you are in trade or a profession, and wish to increase your business; it will not do, when you sell goods or service to make the matter a merely perfunctory transaction, taking the customer’s money, giving him good value, and letting him go away feeling that you had no interest in the matter beyond giving him a fair deal and profiting thereby. Unless he feels that you have a personal interest in him and his needs, and that you are honestly desirous to increase his welfare, you have made a failure and are losing ground. When you can make every customer feel that you are really trying to advance his interests as well as your own, your business will grow. It is not necessary to give premiums, or heavier weights or better values than others give to accomplish this; it is done by putting life and interest into every transaction, however small.