Think of a time in the past when you were in a difficult situation and someone helped you out- they threw you line. It might have been as simple as giving you coins for a phonecall, giving you a lift to the station, giving you a hug when you needed it.
How good did it feel?
Just a thought- times are tough- maybe getting tougher. How are you treating your customers? People will remember the people that helped them out when times were tough. Not the ones who bailed on them.