In today's fast-paced consumer world, small business owners often face unreasonable expectations from customers. Wow, did I just say that? Sure did.

Small, local, independent businesses may work to present a brand that’s as big as everyone’s favorite global household names, however, it may literally be a one woman operation. Hi; it’s me! With limited resources, it’s challenging to meet every expectation or accommodate every request like your favorite (but totally obscure) ice cream flavor.

While customers seek specific products and services, their demands can sometimes overshadow the realities small businesses navigate daily. Customers can benefit from at least attempting to understand the challenges we’re facing. It’s also worth noting that (unless you, too, have a similar small business) you probably have little to no idea what it’s like to own and operate a business today. Customers can also miss the mark on the business’s mission entirely. I am regularly asked what I do in the winter and if I’ve ever considered converting The Ice Cream Stand to a sandwich shop during that time. No, never have I ever thought about completely abandoning the business model which has served me for nine seasons now.

Customers frequently enter a store or establishment with a set of preconceived notions about, well, anything and everything. Service speed, product availability, and pricing just to name a few things. They may assume it’s easy for a small business to provide lightening fast shipping or flexible policies akin to large corporations with expansive resources. This mismatch in expectations can lead to frustration for both parties. For small business owners, dealing with demanding customers can feel overwhelming, particularly when they are trying to maintain a sustainable operation.

However, both customers and business owners can work towards finding common ground. Like any great relationship, effective communication is essential. Take initiative to read and acknowledge the information and expectations the business has shared through signage, social media, website information, or what is communicated via staff members. A little patience, grace, and empathy…and did I mention patience…can go a long way. When customers recognize the tremendous effort behind the service(s) they receive, they can better appreciate the value being offered.