People react to stress differently. By showing your difficult customer that you are interested in their success, you will break down barriers that they may have built up over the years. Speak their language. This is a simple observation, yet vastly misunderstood. People don t trust others that don t communicate at the same level.
Words have different meanings for different industries.
I speak 4 foreign languages. When I visit one of the countries whose language I speak, I find something truly amazing. They treat me as more of an equal. The same goes for learning the jargon and key industry phrases of your customers. They will indeed open up to you more.