Most clients come to you, because they want your help. What we sometimes don't fully realize is that not all of their needs are medically related to their animal. Pets and horses are members of many families. People are very close emotionally to their animals, and gaining good advice and medical assistance is a very important part of why they seek your services, but due to their emotional engagement, they also want validation and support in the form of your demonstrating how much you care. The medical assistance often means little, if you don't demonstrate that you care for them and their animal.
Lack of care is seen as disrespectful to the client. There are few things in life that are less tolerable than being disrespected. Remember this fact when you hear the words, "show them how much you care". It's about mutual respect.