Sales slow at the moment? Do this to make more sales

“I have seen so many handmade crafting businesses offer discounts and sales because people seem to be spending less. I am not saying that this is a bad strategy but it is not the ideal way to sustain long term sales. It can help to generate a boost in income over a short term but can most small, micro businesses keep going and growing while heavily discounting? What is an alternative?…………..”

Beware the doom and gloom

Just tune in to any main stream news feed and you will be presented with doom and gloom. We are told that a recession is on the way. Energy bills are rising at an unprecedented rate. Covid is on the rise again. There is wide spread drought. The list of misery is endless. Yes these news stories may be true to some extent but there is also so much good news.

We have had fabulous weather here in the UK. Now yes it has been hot. At times unbearable so but just think it will be winter again before we know it. The short days and long cold nights will be all too familiar. So we should try to enjoy as much of the glorious sunshine as we can and take advantage of the opportunities that the longer hot days present. Eating and drinking outside with family and friends. Long walks in the park. Take in some of the many sights that are on offer. It is great weather which means that you don’t even need to go abroad to get some sunshine.

During lockdown there has been an explosion of online businesses. Yes. So many people including some of you guys out there have decided to open their own businesses. So many people are seeing the benefits of either working full time for themselves. Others want to maintain the ability to work from home and so many successful small businesses operate from people’s homes. Some just want to create a side hustle. They don’t intend for their online business to be their main source of income but are keen to create a little something extra on the side that can supplement their income or be a fall back just in case. And there have been so many success stories especially from businesses who are focusing directly on people’s needs. Now this has always been the case that we should attempt to give our customers what they need and add value to their lives but things have changed a little bit.

Be clear and unapologetic about your brand just like a baker

There has been a change in mood and peoples’ expectations. The last three years have been a great strain on all of us and although we might have less money in our pockets for treats and a bit of mindless expenditure people still need stuff. Now you might be wondering how does that relate to my business as I sell bath bombs or bottles of nail polish? But remember you don’t just sell physical items you also sell an experience.

For instance there are so many different businesses selling bread. You can go to the supermarket which might be any one of the major chains and they all have a different shopping experience from budget to high end. There are local bakeries and online organic retailers. Now you can probably buy a sourdough loaf or a baguette from any of these retailers but you will have your favourite places to buy bread.

Think of why you have chosen your favourite place to buy bread? What is the vibe or mood of the shop that makes you like it? Is the buying process simple and uncomplicated? Do they offer niche breads that you cannot get elsewhere? Does this particular loaf of bread help with a health concern i.e. is it gluten free or is easier to digest? Does the loaf go well with a popular meal in your household? Is it artisan or fashionable bread?

When you answer these questions they help you to get into the psychological and practical reasons why people may choose to purchase essentially the same product from one particular place instead of the others.

What experience and vibe do you offer your customers? Think about a business that you like that is similar or identical to yours and examine what they offer that resonates with you. Make a list and incorporate these factors into your own business. There should be no ambiguity about the products that you offer and the tone of your business.

Now at the moment I have seen so many handmade crafting businesses offer discounts and sales because people are spending less. I am not saying that this is a bad strategy but it is not the ideal way to sustain long term sales. It can help to generate a boost in income over a short term but can most small, micro businesses keep going and growing while heavily discounting? What is an alternative?

So what else can we do to generate more sales?

Instead of offering discounts which seems like the best way to get more sales lets stop and think for a moment. Now that people may have less disposable income don’t you think they will be a little more cautious about how they spend their money? People are less likely to buy stuff they feel that they don’t need. Will a discount make a difference to that feeling. Probably not unless they have had an eye on that particular product for a while and a discount is a bonus.

How to judge the customer’s mood and tailor your products and offering accordingly

If your customers are watching the same doom and gloom news feeds how do you think they are feeling at the moment?

1. Are they stressed about the future?
2. Do they want a little escapism?
3. Are they trying to relax?
4. Would they benefit from a positive and hopeful message?
5. If your customers are stressed and need to unwind what products may help?
6. Do you make candles and wax melts with relaxing fragrances and essential oils?
7. Do you make make a nail polish or eye shadow that might help someone to feel more confident when they wear it or is it simply relaxing just to look at it.
8. Do you have a product that is fun and a bit wild just to take someone’s mind out of the doldrums?

Pitch your products according to the current season or upcoming seasons and events.

It’s hot now so what problems do your customers have and how can your products solve their problems or meet their need. Consider these questions.

• What about topical things like the heat wave?

• Are your customers really hot due to the weather?

• Are they looking for a natural sun screen?

• Do you offer travel size products to take on holiday?
• Do you make a cooling balm or bath bomb that is a bit minty and will help customers to cool off?

• It will be back to school and or university soon so what might your customers appreciate from you?

• Are they anxious about the coming year and would a calming candle help?

• Will they need makeup to match a new wardrobe for autumn?

• Will they need some autumnal products to add to their collection? Get in early and offer your autumn products now.

If you examine these questions and spend some time coming up with your own you can start to tailor your products to answer some of these questions and fulfill some of these needs.

Put yourself your customer’s shoes and think about what they need. Would you sell fans in winter?

Do you see the pattern here? How are you helping your customers to solve their problems? If you can convince your customers that your product will solve their problem that is a bigger motivating factor that simply offering money off. There is a reason that fans sell really well in hot weather even when they are sold at full price. However selling fans in winter even if they are discounted by 50% probably won’t bring in loads of sales. Can you see how discounts don’t always work?

So have think about how your products help your customers with their needs whether these are physical, psychological and emotional and pitch your products with those needs in mind.

Most of all… stay positive! I cannot stress this enough. You need good healthy and positive energy to keep growing and progressing. If you make the decision to be a positive person it will give you the power to be able to problem solve even in the most difficult situations because you will believe that you can find a way out. If you believe that you are defeated you become helpless and will often fail. Stay positive and consider turning off the news…at least for a little while.