I am struggling to sell enough products to cover all my costs....

I am struggling to sell enough products to cover all my costs. Should I be putting more energy into marketing and advertising?

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While marketing and advertising are important – after all, your customers need to know who you are, where you are, and what you are offering them, this might not be what’s hindering your sales.

Customer needs come first

Your first step when addressing low sales volumes should be to make sure you are responding to customer needs. Make sure that the product or service you offer is based on what customers want, rather than what you like. This sounds obvious, but a lot of businesses get this wrong.

Don’t assume you know what your market wants – go out, research their wants and needs, and critically evaluate if you are delivering on those.

Effective marketing and business development demands that stock is sold as quickly as possible so that cash is injected into the business – and if people don’t want or need what you’re selling, they aren’t buying.

The marketing angle

Next, ensure that employees are trained about the benefits and selling points of your products. If customers are well informed about your products, interest can be turned into sales.

You need employees who really believe in what they are selling, and this comes from you. If you don’t believe in your product, your employees won’t either, and the customer will sense this.