The Product Boss Podcast Episode 686 Summary: "Here's Why Your Sales Are Inconsistent (and How to Start Fixing It Permanently)"
Host: Jacqueline Snyder
Release Date: April 28, 2025
Podcast: The Product Boss Podcast
Introduction
In Episode 686 of The Product Boss Podcast, Jacqueline Snyder dives deep into the common causes behind inconsistent sales in product-based businesses. Drawing from her extensive two-decade experience, Jacqueline aims to equip entrepreneurs with actionable strategies to stabilize and accelerate their sales, ultimately helping them achieve their dream lives.
Understanding the Roller Coaster of Sales
Jacqueline opens the episode by empathizing with entrepreneurs experiencing fluctuating sales, likening their journey to a roller coaster ride. She emphasizes the importance of identifying and addressing underlying issues to transition from unpredictable income streams to consistent revenue.
Notable Quote:
"Whether you're making a couple hundred dollars or thirty thousand, listen, we've all got businesses to run and this is that wild ride of entrepreneurship. So let's dig in!"
— Jacqueline Snyder [03:15]
1. Selling Too Many Products
One of the primary reasons for inconsistent sales is an expansive product range that dilutes brand focus. Jacqueline explains that offering too many products can confuse customers, making it difficult for them to decide what to purchase.
- Etsy Example: On platforms like Etsy, where the competition is fierce with numerous similar products, having a clear niche is crucial. Jacqueline compares brands to Pepsi and Coke—while both are colas, they offer distinct brand experiences that foster customer loyalty.
Notable Quote:
"If you've been selling a variety of products, your customer doesn't know what to buy. It's like showing up with hats, candles, mugs, and keychains all at once. Let's build a hat bar instead!"
— Jacqueline Snyder [12:30]
Actionable Strategy: Focus on a core product line that resonates most with your ideal customers. Implement the 80/20 rule, where 80% of your revenue comes from 20% of your products, to streamline offerings and enhance brand clarity.
2. Lack of Emotional Connection in Branding
Jacqueline emphasizes that successful brands create an emotional bond with their customers. It's not just about the product features but the feelings and experiences they evoke.
- Customer-Centric Branding: Instead of highlighting product attributes like "handcrafted" or "eco-friendly," focus on how the product makes the customer feel. For instance, a home product should be marketed based on the warmth and comfort it brings to a customer's space.
Notable Quote:
"People buy based on how your brand makes them feel, not just what it does. It's about creating a connection that goes beyond the product itself."
— Jacqueline Snyder [19:45]
Actionable Strategy: Develop a brand narrative that speaks to the emotions and desires of your target audience. Use storytelling in your marketing to highlight the lifestyle and feelings associated with your products.
3. Unfocused and Non-Repeatable Marketing
Inconsistent marketing efforts can lead to sporadic sales. Jacqueline points out that merely posting frequently on social media without a strategic plan is ineffective.
- Consistency Over Quantity: It's essential to have a focused marketing strategy that aligns with your brand and engages your target audience consistently.
Notable Quote:
"Visibility without clarity is a waste of your energy. If you're posting random things without a strategy, there's no traction, no growth."
— Jacqueline Snyder [27:10]
Actionable Strategy: Create a comprehensive marketing plan that includes clear objectives, defined target audiences, and consistent messaging. Utilize various channels like email marketing, social media, and partnerships to maintain steady engagement and drive sales.
4. Online Selling Platform Not Optimized for Conversion
A well-designed online platform is critical for converting visitors into customers. Jacqueline highlights that even with excellent products and effective marketing, a poorly structured website can hinder sales.
- User Experience Matters: Ensure that your website is intuitive, easy to navigate, and optimized for seamless transactions. A complicated checkout process can deter potential buyers.
Notable Quote:
"Your website is your 24/7 sales machine. If it's not built to convert, no amount of traffic will translate into sales."
— Jacqueline Snyder [35:25]
Actionable Strategy: Conduct regular audits of your website to identify and rectify usability issues. Simplify the checkout process, enhance product visuals, and ensure your site is mobile-friendly to improve conversion rates.
5. Overextending and Doing Too Much
Entrepreneurs often take on too many tasks, leading to burnout and inefficiency. Jacqueline advises delegating and outsourcing to maintain focus on core business activities.
- Avoiding Overwhelm: By trying to handle every aspect of the business alone, you may neglect strategic growth areas that require your attention.
Notable Quote:
"You're not meant to do this all by yourself. Hiring the right support can free you to focus on what you do best."
— Jacqueline Snyder [43:50]
Actionable Strategy: Identify tasks that can be outsourced or delegated to team members. Invest in building a reliable support system, whether through hiring employees or collaborating with freelancers, to streamline operations and reduce personal workload.
Conclusion
Jacqueline wraps up the episode by reinforcing that inconsistent sales are a common challenge among product-based entrepreneurs. By addressing the outlined five areas—product focus, emotional branding, strategic marketing, optimized selling platforms, and avoiding overextension—business owners can achieve more predictable and sustained growth.
Final Notable Quote:
"You do not need to work harder. You just need to fix the right things. Let’s stop the hustle and make sales flow consistently."
— Jacqueline Snyder [58:20]
Key Takeaways
- Streamline Your Product Line: Focus on your best-selling products to enhance brand clarity and customer decision-making.
- Build Emotional Connections: Develop a brand narrative that resonates emotionally with your target audience.
- Implement Strategic Marketing: Create a consistent and focused marketing plan to maintain steady customer engagement.
- Optimize Your Online Platform: Ensure your website is user-friendly and designed to convert visitors into buyers.
- Delegate and Outsource: Avoid burnout by delegating tasks and building a support system to focus on strategic growth.
By addressing these critical areas, Jacqueline Snyder provides a roadmap for entrepreneurs to transition from unpredictable sales patterns to a stable and flourishing business.