Episode 199: Baking it Down - Are Your Sales Slow Right Now?
Release Date: February 18, 2025
In Episode 199 of the Baking it Down with Sugar Cookie Marketing 🍪 podcast, hosts Heather and Corey Miracle delve deep into a pressing concern among their community of bakers: slow sales. This comprehensive discussion not only identifies the root causes of declining sales but also offers actionable strategies to overcome these challenges. Below is a detailed summary capturing all the key points, insights, and conclusions from the episode.
1. Introduction: Setting the Stage (00:00 - 03:14)
The episode kicks off with Heather and Corey engaging in their characteristic light-hearted banter, reflecting on past marketing attempts and their effectiveness. Corey humorously admits their journey into podcasting three years after deciding to launch it, highlighting their evolution from Facebook group admins to podcast hosts.
Notable Quote:
Corey (01:12): "What we are is the admins of a sugar cookie market group. It's on Facebook. There's about 46,7ish, 48ish thousand bakers in there."
2. The Pervasive Issue: Slow Sales (03:09 - 05:36)
Heather introduces the main topic by referencing recent Valentine's Day sales. While some bakers experienced high sales with pre-orders, others felt disheartened by low sales figures. This dichotomy leads to a recurring question in their Facebook group: “Are your sales slow right now?”
Notable Quote:
Heather (03:09): "And a lot of people loved their sales. They did. There were a lot of pre sales... and just as many hated their sales."
3. The Psychology Behind Comparisons (05:36 - 07:54)
Heather and Corey discuss the negative connotation that often accompanies discussions about slow sales. They compare it to broad predictions made by psychics, highlighting how generalized statements can foster a breeding ground for negativity rather than solutions.
Notable Quote:
Heather (05:36): "You are shrinking by 16. Yeah, but if you looked last year... you would actually see that you've increased by, you know, 33."
4. Reframing Success: Personal Growth vs. Market Comparison (07:54 - 12:01)
The hosts emphasize the importance of self-comparison rather than comparing one's sales to others. By assessing growth relative to previous performance, bakers can better appreciate their progress and maintain a positive outlook.
Notable Quote:
Heather (10:07): "I have had low sales. So what happens is it's a breeding ground for negativity. It's not a breeding ground for solutions, though, unfortunately."
5. Debating Market Saturation vs. Market Segmentation (12:01 - 17:04)
Heather challenges the notion of market saturation, arguing that instead of a saturated market, there is a need for better market segmentation. She illustrates this with examples from various industries, asserting that multiple businesses can coexist successfully within the same market by differentiating their offerings.
Notable Quote:
Heather (17:04): "So market saturation isn't a thing. It's market segmentation that allows you to set yourself apart."
6. The Crucial Role of Consistent Marketing (17:04 - 25:08)
Consistency emerges as a central theme. Heather and Corey stress that consistent marketing efforts yield steady growth, even if it's not as rapid as initial surge periods. They caution against diversifying efforts too broadly, which can lead to lack of focus and perceived stagnation.
Notable Quote:
Corey (24:20): "What you water will grow in that if you can stay consistent through it."
7. Utilizing CRM Tools for Effective Marketing (55:09 - 59:21)
The discussion transitions to Customer Relationship Management (CRM) tools, with Heather and Corey sharing their experiences and recommendations. They highlight the importance of maintaining and segmenting customer data to facilitate targeted marketing efforts and enhance customer relationships.
Notable Quote:
Heather (55:34): "The biggest misstep with CRMs is not keeping up with them."
8. Engaging with the Community: Real-Life Examples (59:21 - 64:46)
Through anecdotes and listener interactions, Heather and Corey illustrate practical applications of their strategies. They share stories of successful marketing campaigns, the importance of personalized communication, and the benefits of active engagement within their community.
Notable Quote:
Corey (59:11): "They need that reassurance. They need that guidance. They want to make sure that just because they send the inquiry, that feels good."
9. Personal Reflections and Resilience (64:46 - 73:31)
The hosts open up about their personal challenges and resilience in the face of business struggles. They discuss the emotional aspects of running a business, such as dealing with loss, maintaining enthusiasm, and supporting each other through tough times.
Notable Quote:
Heather (71:30): "So Cor and I are driving down Dead Tennessee. First time. I think I've been to Tennessee, to be honest. First time."
10. Conclusion: Embracing Consistency and Positivity (73:31 - End)
Heather and Corey wrap up the episode by reiterating the importance of consistency, self-accountability, and maintaining a positive mindset. They encourage bakers to focus on what they can control, leverage community support, and continuously adapt their strategies to foster business growth.
Notable Quote:
Corey (84:04): "But if I don't dissect it, then I'm just letting the pessimism win."
Key Takeaways:
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Self-Comparison Over Market Comparison: Assess your growth relative to your past performance rather than comparing with others to maintain a positive outlook.
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Consistency is King: Regular and focused marketing efforts lead to steady growth, even if it’s not immediately apparent.
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Effective Use of CRM Tools: Properly managing customer relationships and data is crucial for targeted marketing and building lasting customer connections.
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Segment Your Market: Instead of viewing the market as saturated, focus on differentiating your offerings to appeal to specific customer segments.
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Community Engagement: Active participation and support within your community can provide invaluable insights and foster business resilience.
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Positive Mindset and Resilience: Maintaining enthusiasm and a positive attitude, even during slow periods, is essential for long-term success.
Final Thoughts:
Heather and Corey Miracle offer a blend of strategic advice and personal insights, making this episode a valuable resource for bakers grappling with slow sales. By emphasizing self-growth, consistent marketing, and effective community engagement, they provide actionable strategies to turn slow periods into opportunities for sustainable business growth.
For more detailed strategies and to join a community of like-minded bakers, tune into the Baking it Down with Sugar Cookie Marketing 🍪 podcast every Tuesday.