“I’m excited to come home to you, even on those days when we’ve had one of our rare fights,” my wife told me this morning. I clearly choose well in partnering with this amazing woman as my spouse. I share in her excitement and always find a grin on my face when I hear her car coming up our drive. Our relationship is built on many things, including mutual respect, ongoing communication, and the simple pleasure of each other’s company.

How excited are you to see the people in your life? What about your clients? Are you excited to connect with each of them? If the answer is “no” it’s time to assess what’s going on.

Have you simply misplaced your gratitude? Sometimes we have to be reminded of what we have. Ask yourself how your clients benefit from your partnership, and the reciprocity you receive for your efforts. Look closely at how the relationship has grown during your time together.

If your gratitude is not the issue then maybe it’s your standards or even lack of them. A client may be a poor fit for your company or could be exhibiting unacceptable behaviors, such as unreasonable demands or unethical conduct. Have you addressed these issues with the buyer? If the circumstances do not change, is this a customer truly worth keeping?

When gratitude and fit aren’t the issues, then you’re most likely dealing with a stagnant relationship. Just like a marriage needs attention to remain vibrant and alive, your client relationships will stay fresh and exciting as you take conscious steps to evolve, deepen, and continuously enhance the bonds. Don’t feel like you have to come up with how to do this on your own. Ask the buyer what would make your relationship even better. Combine this with your own ideas and you’ll have actionable steps to take to revitalize and potentially even expand the value of your partnership.

Whether it’s an attitude of gratitude, addressing issues, letting go, or jump-starting what you have together, your customer relationships are yours to create, nurture, and grow. So why not make them and keep them exciting?