Chances are, your best friends are those folks in your life who have deep-rooted honesty and integrity but also have a way of putting a positive spin on something negative to spare your feelings. Like the best friend who has a way of telling you you’re “so trendy” to sport the hot pea green tunic” even though pea green just isn’t one of your colors.” Or the ”wing man” who saves your butt when you make a fumbling remark at a party by changing the subject. Just as you turn to your friends in tough times, customers will reach out to to those VARs who have demonstrated loyalty and support through all the previous ups and downs. Have you always communicated honestly with your customers? Have you supported them when business was great for you, but may be off for them? Do you know a bit about their personal lives that enhances your professional relationship with them? All of these things are critical to having and keeping loyal customers, especially in tough economic times when fragile loyalty can quickly be trampled by bargain hunters. Keep your standards and bar raised high like you always do. Be there for them and be honest. This will only increase your relationship and provide way more value to them than any other deal out there.