I’m in the midst of reworking our Do-It-Yourself service. We’ve been running it for more than a year. It’s humming along, but we want to take it to the next level. We’re communicating with clients about what’s working and what isn’t.

The other day, I found myself doubting that I’m really listening when I’m talking with the clients.

Let me tell you a quick macaroon story:

I saw a tray of warm coconut macaroons in the window of a Charleston, South Carolina macaroon bakery. They were straight out of the oven. They looked fantastic.

Me: (Trying to stay healthy) I’d like one, please.

Young clerk: I’m sorry, they only come in a package of six.

Me: How much are they?

Young clerk: $6 for a package of six.

Me: I’ll give you $2 for one.

Young clerk: (Shakes head).

Me: How about $3 for one (increasingly desperate). PLEASE.

Young clerk: (Exasperated) I’ll just give you one for free.

Me: Thank you so much (relieved). Thank you (I left her a $2 tip).

She’d been trained on selling the macaroons by the bag. She had no idea how to sell just one. I’m guessing her cash register wasn’t set up for selling one either. I’m sure she was smart enough to realize that $2 for a macaroon (or even $3) would have been a good deal for her store, but she wasn’t able to take the money.

That’s when I realized that I hadn’t been listening—really listening—to our DIY clients. They want something a little different from what we’re presently offering. They’ve been telling us all along what they want. I keep trying to make them buy six macaroons when they really just want one. I may know what they need better than they do, but they aren’t ready to hear it. We might be right, but we won’t necessarily end up helping the client.

Needless to say, the young macaroon clerk was also right. I should have bought six. She knew better.

But I wasn’t ready to buy what she was selling.

Our clients aren’t always ready either. I’ve got to listen better if I’m going to succeed.

We’ll be rolling out our single macaroons shortly.