One of the principles of today's business ethics is that a man who deals with the customers must be customer friendly.The counter boys who lack this quality are rejected by the CEO's of the Business Companies . The same is the case with Da'wah. The people who are not Mad'u friendly (friendly with the people who receive the call of Da'ie) are abruptly rejected by the people.So it is necessary for the missionary people to always have cordial relations with their listeners, bear their irrelevant and unexpected reactions with a cool mind.The Quran and the Sirah of Prophet SAW teach us that love and compassion have a magnetic power by which the hearts of enemies can be conquered. Allah SWT says in Quran "(O Prophet), good and evil are not equal. Repel (evil) with that which is good, and you will see that he, between whom and you there was enmity, shall become as if he were a bosom friend (of yours)".Similarly Allah Says ,"and invite to the path of your Rabb (Cherisher and Sustainer), using wisdom and beautiful preaching. All such directives lead to the conclusion that Da'ie should always be Mad'u friendly so that people may not make emotional distance from him.The critical attitude of Da'ie always promotes emotional distance between him and his Listener.