It was the last place we ate before our 17-year-old son left the nest and moved to Ottawa for the summer...one last meal before launching!

So you can imagine my excitement when I drove by the shuttered Pub the day after it closed and saw a large rack on the sidewalk out front, filled with a hodge-podge of items - everything from pizza pans to shot glasses. They were cleaning out! My son and I doubled back,  parked, and grabbed a few goodies. Liam took the practical approach and grabbed glasses, a dish bin and a few odds and ends for his kitchen.  I saw some water jugs and thought they would be perfect mementos of our favourite family restaurant. 

I was sure my kids would see the sentimentality in these well-loved gems and be super thankful that I was able to score one for each of them. Ahhh...a little piece of history.

Nope. That's not what happened.

My daughter recoiled in horror when I handed her the worn plastic water jug. Ewwww...I don't want that! Even after I explained the sentimental value of these items, she laughed and ran empty handed, away from the car.

My oldest son took a couple of the smaller jugs, not because he felt even a drop of sentimentality but because he thought they would be handy in his kitchen.

Turns out, as usual, I assumed wrong.

That made me think about all the things I might be assuming wrong in my business.

Are you making assumptions about what your clients need, and what they want? Quite possibly.

Here are 3 Things You Should Never Assume About Your Clients...

1. Don't assume they communicate the same way you do.
Understanding how your clients like to talk to you sounds simple but it's so important. Some of my clients prefer email. Some text me. Others use the phone. A few used to prefer carrier pigeon, but I put my foot down. If you haven't figured out how your clients want to connect, you should ask them! (or text them...)

2. Don't assume they have the same priorities as you.
You can assume your clients have the same priorities as you—especially if you’re collaborating on the same project. But you'd be wrong. In fact, your clients often have more pressing work to get done before focusing on the things you're working on together. And chances are, they hired you take on the things they can't put at the top of their priority list. Get over it.

3. Don't assume you know how to best help them.
Lately, I've been simply trying to ask, how can I help?  The more I assume what my clients need, the further I get from the truth. That's because I'm not asking, and not listening! Practice listening carefully. Ask questions and get the conversation going. It will help clarify the problems so you can come up with some real solutions. No need to guess. Who knew?

And don't overestimate the sentimentality of your kids. One person's priceless memories are another person's disgusting garbage. Does anyone want a plastic water jug? Two?


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If you've ever taken in a show at the majestic Imperial Theatre in Saint John, New Brunswick, you won't be surprised to know that, according to the Globe & Mail, it's the "most beautifully restored theatre in Canada". (And they should know, right?)

It doesn't matter what type of show I see there, whether it's live music, comedy, a musical or a movie, I feel kinda special just sitting in that plush seat, looking up at the chandelier, waiting for the show to begin. It's a very special place and sometimes I think for a second, do I belong here? (Then I realize I bought a ticket and they actually let me in the door). 

And everyone who has ever been to a show there knows there is an army of volunteers who work every door (and window, I'm sure) of every event, making sure you aren't bringing in anything that could harm those fancy seats - no Imperial Theatre contraband allowed.

At one time, it was so strict that I don't think you could even bring in water. Just sit still, watch the show and please eat & drink in the lobby, or at home! 

But nothing could prepare me for the unbridled joy I felt last Halloween. The glorious "don't even think about eating in here" Imperial Theatre was showing Rocky Horror Picture Show and there was a list of "approved" props we were allowed to bring - and throw - during the movie. Really? How could this be? Were there defibrillators handy to help revive the diligent white coated volunteers when they witnessed the shenanigans of a no holds barred Rocky Horror audience?

It's one thing to throw rice, cards, and toast around your own house - you do that, right? But to have the pleasure of toilet papering the most beautifully restored theatre in Canada? Well, let's just say, we didn't leave the place the way we found it.

With our newspapers on our heads, rubber gloves on and noisemakers handy, we proceeded to lovingly litter to our hearts content. It was therapeutic and fun.

This got me thinking about the kind of experiences that small businesses can offer.

You need to offer memorable experiences. When someone shops at your store or orders a product or service from you online, is the experience memorable? I'm talking about "good" memorable. (maybe not "throwing rice all over the floor" memorable)

Be attentive and extra helpful! Is your staff trained to ask questions and make sure your customers have found everything they need? Going above and beyond makes a big difference in your customer's experience.

Show your appreciation. Do you regularly show your customers how much you love them? It could be as simple as having a special sale or an event where you give a special discount. You could offer a free service that you know they need. These are simple things you can do that will help increase loyalty.

Get to know your customers. I don't mean you need to yell out your customers' names as they come into your shop (like the treatment Norm gets on Cheers) but remembering a name of a regular customer is important. Remembering how they like their coffee or whether they prefer paper bags is an added bonus for their experience.

Create a happy place. Make the experience for your customers fun. It's never a bad idea to help cheer up someone's day. You have the opportunity to do that with every customer experience.  It doesn't cost anything and adds so much value to the shopping experience. (if letting your patrons throw toilet paper around makes them happy, why not?)

It's the little things that keep them coming back. 
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I found out I was pregnant (with Joey, my first born) on my very first day of work at Shoreline Graphics. It was March, 1990.

Despite the inconvenient timing and the thought of the dreaded conversation I needed to have with my brand new boss, I was pretty excited. I had left a sample at the corner drug store (because that's what we did back then) and on my way home for lunch (it was walking distance from home, a great perk of the new job) I stopped by to get the test results. The woman behind the pharmacy counter (why are they those counters so high?) delivered the results in a very serious and hushed tone. When I started jumping for joy at the news, her demeanor changed completely and she started celebrating right along with me. (I think she may have been slightly more excited than me, actually)

This pregnancy test result giver was very good at knowing her customers.  She knew, from experience, that  the result of a pregnancy test, negative or positive, could yield a negative or positive response in her customer. She didn't assume someone would be happy about a positive, or about a negative result. Her initial response was appropriate and her timing was perfect.

Being sensitive to your customer's needs is important. Especially when you are building relationships online. (or giving pregnancy news)

As a small business person, the messages you send by email or on social media should be helpful and timely to your audience. Providing good, relevant and helpful information that will help your readers solve their current problems is ideal. You need to know what they need.

How can you tell you're meeting their needs? You'll get likes, comments and shares on your facebook posts and you'll get consistent opens and clicks on your email newsletters.

What if you're not getting good response to some of your online marketing efforts? Take a step back and look at the reports for your email and social media marketing. (I recommend looking at your stats at least monthly.) What content is getting more attention, more clicks? What kind of content is being shared? When you know what your audience likes and responds to, re-direct your efforts to content that is more in-line with what resonates with your audience.

Bottom line. Your stats can tell you a lot. But you have to look at them.  And then you have to adjust what you're doing if you're not getting the results you want. Simple.
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