Summer has arrived! And, with its arrival comes what is often a heart-stopping, bring-you-to-your-knees, please-don’t-make-me experience for many women—swimsuit shopping. (cue dreading music)

Despite my best efforts to schedule a root canal without anaesthesia (as a more appealing option to bikini shopping), I finally bit the bullet and ventured into a cute boutique in downtown Edmonton called Offshores. With hands sweating, heart pounding, and as many skinny thoughts as I could muster, I went in expecting the worst. Instead, I was pleasantly surprised.

Now, guys—you are probably tuning out right about now—pay attention. There are some important lessons here for any business that deals with people.

Here is Offshores’ approach:

Know Your Client’s Fears

Offshores recognizes that many women are self-critical, so they take extra steps to make customers feel more comfortable and attractive by dimming the lights.

This made a big difference in my comfort level and my perception of their products; If a certain product doesn’t work for me (i.e., I don’t think it looks good on me), I won’t buy it.

Be Honest, But Supportive

Upon arrival, the staff told me “Don’t worry, we will be honest.” This can be a double-edged sword for many service providers. Yes, be honest, but don’t be critical!

Offshores zoned in on my assets and helped me enhance them. They did not pick at my flaws; this made me feel like they were on my side.

The wonderful experience I had at Offshores (which I had heard of through word-of-mouth) has spurred me to tell others about the store. The effort Offshores makes to ensure that customers are supported—and that they leave not only with a swimsuit, but with a smile on their face—is invaluable advertising.

Anyone can sell a bikini. Helping someone feel better about herself in the process? Holy Cow!