On Valentine’s Day, as people the world over celebrate their love with candy, flowers and stuffed tokens of affection, I can’t help but think of all the ways a business relationship is similar to a romantic coupling.

To maintain a successful relationship, you must nurture it. Whether you acknowledge someone’s anniversary with your company, send a hand-written card for no reason, or offer up your corporate seats to a sporting event, you must show your client that you appreciate him or her.

A good CRM (customer relationship management) system can help make it easier, but you have to put forth the effort, just as you would in a relationship in your private life.

Even though it takes effort, that doesn’t mean it takes a lot of extra work. This week, make a list of five clients you really appreciate and call or send a personal note to each of them, just to say hello and let them know how much you value them. Each week send five more, and you’ll make a great impression on as many as 260 clients each year.

Here are some other tips for building and maintaining good client relationships.

Call when you say you will.
In all relationships, not calling when you say you will creates doubt, disappointment and mistrust. When you have an appointment, keep it. That includes phone calls, meetings and after-hours social engagements.

Acknowledge anniversaries.
Whether they’ve been with you for one year or 37, recognize each client anniversary. Thank them for their continued business with a card and some small token like flowers or a donation to their favorite charity in their name.

Recognize achievements.
Do you have a customer who won an award or achieved an important milestone, like a promotion or a first-place marathon finish? Recognize that achievement with a card or a thoughtful gift.  (We like to celebrate our clients’ newborn babies.)

Take them on a date.
Whether it’s a lunch, drinks after work, or the option to sit in your company seats at a concert or sporting event, you must continue to woo your customers/clients, long after the sale. And don’t discuss business unless they bring it up.

Listen.
This is perhaps the hardest thing to do in any relationship because people really like talking about themselves. But when you listen to what your clients are telling you, you can be more receptive to their needs and how to address their pains.

Deliver on your promises.
If you can’t keep a promise, don’t make it. Pie crust promises - those which are easily made and easily broken - are the downfall of most relationships, both personal and professional.

What are some of the ways you maintain great customer relationships?