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.