How do you resolve low sales? Firstly, remember you’re not alone

Did you know that founders often get consistently high sales? No, because it’s fundamentally not true. Yet many of us tend to forget this when we suddenly feel like customers are allergic to us and work’s about as much fun as measles.

• If your numbers have suddenly fallen off a cliff and whatever you sell isn’t performing as you would like it to, remember it's not uncommon.
• Even our founder Holly Tucker MBE went through a time at notonthehighstreet when she was paying her team’s salaries on her credit card (though this is most definitely NOT recommended).
• Running a business is a rollercoaster ride. Products and services have life cycles and trends are unpredictable. Customers change their minds with the wind as well you know. But it is part and parcel of the gloriousness of being an entrepreneur, even if it doesn’t feel like it sometimes.

Slow business and low sales: how does it impact you emotionally?

Uncertainty is what makes what we do exhilarating (and if you listen, Wilfred Emmanuel-Jones MBE explains this brilliantly on his Conversations of Inspiration podcast episode). Yet it can also be uncomfortable, because when sales are low the reality is that we take it personally. It can feel like people aren’t supporting us or in love with us any more, and that hurts. But we shouldn’t think of it like that. It’s not personal. It’s to be expected. And it’s also a golden opportunity.

A decline in sales can be a wake-up call for businesses

• Having low sales gives us the rare chance to relook at things, to analyse what’s going right and what’s going wrong, and to take firm positive action to help our businesses grow.
• If you’ve been around for a while and think back to when you created your first bestseller, you didn’t know it was going to be a bestseller or top rated service, did you?
• Go back to those moments and use the creativity you had then to innovate and visualise the future, and to be stimulated as a founder.
• Think back to the people you were with, the place you were working or the environment you were in where you did your best thinking.
• Get yourself back there mentally and in that mindset, so that you’re open and ready for change.
• Then try these six things…

1. Focus on what you can control when sales are low

• Yes, find a trusted person to confide in and get it off your chest.
• Then avoid moaning or focusing on negative actions.
• Do something proactive to benefit your business instead. If you’re in the right headspace and taking positive action, you’re more likely to attract good tidings. Read our article on how to make your income last year round for starters so that you can plan ahead for when this happens again. What else could you do now that your future self will thank you for?

2. Find three things you could improve in your business

• Something’s bound to help. What new idea could you try today? Write a list.
• If you’ve got people to bounce ideas off, even better. Between you, you will be amazed at the suggestions you’d likely never have thought of if you were busy making or working.
• Could you try some kind of Thoughtful Marketing? Or using Pinterest to boost your business? Or read our tips on how to innovate in business? Is it worth a try?

3. Product and service strategy: revise your range

• Look at your range. How can you improve it?
• Get a second opinion on the products you’re surfacing or the services you’re selling to see how they’re being received in the current climate.
• Read up on the industry trends and insight to see if there’s anything you might be able to incorporate or should be taking into account.
• Ask yourself honestly, does what you’re offering still reflect what people need? The 'Product & Innovation' section of our Business Advice library might help too.

4. Do an audit on your advertising

• When did you last refresh your advertising?
• How could you reword your messaging to really highlight the benefits?
• Are you advertising in the right places? You might have the best offering in the UK but people need to know what’s spectacular about your products, brand and purpose to shop.

5. Face into your finances

• Sit down, have a good look at the reality and any implications this might have, and make a plan. This will make you feel better and likely spur you into action.
• With the cost of living impact, should you increase your prices?
• Is there a way you could supplement your income or cut back on outgoings?
• Talk to the community and see what other solutions people have tried or are trying.
• And remember, every down has an up. Just stay focused, positive and proactive and you will get through this and come out the other side. If you feel like giving up, read our article 'Knowing when to give up in business (don’t do it before reading this!)', for tips and inspiration. Also remember, It’s easier to re-engage an existing audience than to attract a new one, so it’s worth considering how you could connect with them again and build on the relationship you’ve established and…

6. Show your customers some love

• Remind people why they should love you.
• Could you start a newsletter?
• Create interesting content to make them smile?
• Send them a postcard sharing three wonderful things that happen when they shop with you?
• What can you try to mix it up and make them remember what sets you apart from other brands?

Whatever you try, doing something is usually better than doing nothing and also, know that you are definitely not alone. Every single founder on the planet will have gone through at least one period of low sales. It’s part of the journey. You may be down on the rollercoaster currently but hold tight, because if you take stock and make positive actions to offset the low sales your business is experiencing, you’ll soon be flying high again.

Things to try when sales are low: key takeaways…

Here are the six things you can try.

1. Focus on what you can control and ignore what you can’t.
2. Find three things you could improve in your business.
3. Relook at your products and services, and evolve them if needed.
4. Do an audit of your advertising and refresh it.
5. Explore your finances to see how positive changes can be made.
6. Reinvigorate your customer base and remind them why they chose you.