In life, we make assumptions all the time. Even when we shouldn’t.

But you know what? In business, making assumptions is even worse! You can make a client feel stupid or clueless or crappy (insert a naughtier word here).

Why the rant? When I went to pick up my son from my parent’s house today my dad asked me if I had a few minutes. Translation: I need help on the computer.

I’m no tech geek. By any means. Like, I’m completely clueless (and my web guy can attest to this) about setting up ads on a site and widgets and all that crap. I sort of want to learn. But I really just don’t have the time. So I beg/pay others to do it for me.

Wondering what my dad needed help with? Come on…you know you are…

He just got a digital camera. Yes…he JUST got into the digital camera age. He had a love affair with his 35mm for just about FOREVER and then that went kaput and he bought the disposable cameras and used those for the past few years.

I know! It’s like going from champagne to Thunderbird. Thunderbird serves a purpose. But it doesn’t taste so good going down. Trust me.

So back to the digital camera thing. My dad was learning to copy the pictures off the camera and onto the computer. And he needed help.

This was basic, basic help. And my explanation was ULTRA BASIC. And my dad appreciated it. And asked if I’d go over it all again sometime. My response: Sure!

You’re probably thinking that my parents are ancient. I mean, who the heck hasn’t gotten into the digital age and been uploading pics off their dang camera??

But my parents aren’t ancient. They’re in their 50′s. Pretty dang young, I tell you!

And yet, with computers, they are not savvy. At all. They’re smart people but they pick and choose what they learn up on and apparently computers and other tech stuff isn’t high up on the list.

Back to the original point. Don’t assume that your prospects understand fully what you can do for them. And don’t assume that your clients understand either. Some may…but others will have no clue. And it’s up to you to educate them. How do you know you’re offering them the correct services? How do you know that you’re are truly serving their needs?

A couple tips: Don’t talk above their heads. Don’t use jargon they may not know.

Nobody wants to work with someone who makes them feel bad.