Some people value this, and some value that.
When you notice what matters to people and acknowledge it, provide it, or ask them about it, you are speaking their language.
They will like talking to you about that and look forward to seeing you again.
Take an interest.
Excellent point. Be interested in what interests them.
Go, Wes!
I agree. In business (and life) soft skills, like asking about someone’s recent vacation or their family, is equally as important as hard skills. It’s easier to close business if the customer feels you care about them and call them by name when they walk in the door.