Podcast Summary: The Product Boss Podcast - Episode 687

Title: How to Fix Your Product Lineup and Get Consistent Sales | Coaching Session
Host: Jacqueline Snyder
Guest: Kaylee Morris, Founder of Kayleigh Bath
Release Date: May 1, 2025

Introduction

In Episode 687 of The Product Boss Podcast, host Jacqueline Snyder conducts a coaching session with Kaylee Morris, the founder of Kayleigh Bath. This episode delves deep into strategies for product entrepreneurs to streamline their product lines and achieve consistent sales. Kaylee shares her journey with Kayleigh Bath, a Toronto-based brand specializing in zero-waste, soap-free body care products, and discusses her struggles with inconsistent revenue and expanding her sales channels beyond in-person markets.

Understanding the Problem

Kaylee Morris opens up about her challenges with maintaining steady sales. Despite successful in-person sales at markets and trade shows, her revenue remains erratic, totaling approximately $11,000 over the past year. Her primary hurdles include:

• Reliance on In-Person Markets: Most of her sales come from physical events, which are not consistently available.
• Difficulty in Scaling Wholesale: While wholesale orders can be substantial, securing consistent wholesale clients has been challenging.
• Messaging Confusion: The term "soap-free" in her product descriptions has led to customer confusion, making it harder to communicate the unique benefits of her products.

Kaylee Morris [12:29]: "My revenue right now is erratic and in the last 365 days I made about $11,000. I have sort of short term and long term goals... I would like to replace the income that I was making previously of like $130,000 a year."

Identifying Hero Products

Jacqueline emphasizes the importance of focusing on hero products—the items that define the brand and drive repeat purchases. For Kaylee, these include:

1. Body Wash Bar
2. Body Balm Bar
3. Shampoo Bar
4. Shave Balm
5. Aftershave Balm

By narrowing down to these five core products, Kaylee can streamline her offerings, making it easier for customers to understand and choose her products.

Jacqueline Snyder [18:51]: "For Kaylee, that means focusing on her Core 5, which is the body wash bar, the body balm bar, the shampoo bar, the shave balm, and the aftershave balm."

Refining Product Messaging

A significant portion of the coaching session focuses on improving how Kaylee communicates her products' benefits. The term "soap-free" has proven ineffective in conveying the true value to customers. Jacqueline suggests shifting to more relatable language that highlights the benefits without industry jargon.

Jacqueline Snyder [23:05]: "Sometimes the biggest problem in selling your product is the way you're talking about it. For Kaylee's soap free message... instead, what we really worked on and tried to fix here is simplifying the message and the language that we're using."

Suggested Messaging Alternatives:

• "Better Than Soap"
• "Not Your Average Soap"
• "Clean Skin, No Stripping"
• "Soap-Free and Zero Waste"

These alternatives aim to trigger curiosity and clearly communicate the product's unique selling points without confusing the customer.

Jacqueline Snyder [30:08]: "Good messaging, good marketing should spark curiosity and make your customer lean in and say, tell me more."

Implementing Follow-Up Systems

To achieve consistent sales, Jacqueline advises Kaylee to establish robust follow-up systems to convert one-time buyers into repeat customers. This involves:

1. Email Marketing: Encouraging customers to join her email list with incentives like gift baskets and following up with targeted emails reminding them to restock their consumables.
2. Bundling Products: Creating attractive bundles that make it easy for customers to purchase multiple products at once.
3. Setting Specific Goals: Breaking down revenue targets into manageable tasks, such as aiming for a set number of sales or wholesale orders each month.

Jacqueline Snyder [33:30]: "You can easily this month make a thousand dollars if you just sell to two wholesale stores and not make a single direct consumer sale if you wanted."

Strategic Sales Goals

Jacqueline coaches Kaylee to set specific, achievable financial goals to build confidence and momentum. For instance, targeting $1,000 in monthly revenue by securing a combination of direct consumer sales and wholesale orders.

Jacqueline Snyder [48:34]: "So can we say 2000? You made 11,000 last year, so you were on average already at that. So can we push you to 2,000?"

This approach involves:

• Direct Sales: Aiming for 12 orders at an average value of $42 each.
• Wholesale Orders: Securing at least one wholesale order worth approximately $500.

Jacqueline Snyder [51:37]: "So this is how we're going to do it. You're going to go back to the people who bought from you before, and you're going to make them an offer of around $42."

Optimizing Online Presence

Kathleen stresses the importance of a streamlined website that focuses on her core products and clearly communicates their benefits. Suggested improvements include:

• Hero Images and Clear CTAs: Featuring main product lines prominently with straightforward calls to action like "Shop Now."
• Customer Testimonials: Highlighting positive feedback to build social proof.
• Simplified Product Descriptions: Removing confusing terms and focusing on the direct benefits to the customer.

Jacqueline Snyder [32:10]: "What we're selling is a solution or we're meeting a need, want or desire."

Conclusion and Key Takeaways

The coaching session with Kaylee Morris provides actionable insights for product entrepreneurs seeking to stabilize and grow their sales. Key takeaways include:

1. Focus on Hero Products: Streamline your product line to highlight your best-sellers.
2. Simplify Messaging: Use relatable language that clearly communicates product benefits.
3. Implement Follow-Up Systems: Develop robust email marketing and follow-up strategies to encourage repeat purchases.
4. Set Specific Goals: Break down revenue targets into manageable, achievable tasks.
5. Optimize Online Presence: Ensure your website is user-friendly, showcases core products, and effectively uses social proof.

Jacqueline Snyder [57:14]: "We have to ask, am I making it easy for my customers to say yes. If not, let's talk about fixing it now."

Kaylee leaves the session feeling empowered with a clear plan to achieve consistent sales through focused product offerings, refined messaging, and strategic follow-ups. Jacqueline encourages listeners to evaluate their own businesses with similar questions to drive growth and consistency.

Notable Quotes

• Jacqueline Snyder [00:02]: "All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar product boss."
• Kaylee Morris [13:29]: "The aftershave balm was helping them with their eczema symptoms."
• Jacqueline Snyder [23:05]: "When customer aren't using the words that you're using, if they're not walking up to you at market and saying, hey, hey Kayleigh, I'm looking for a soap free body wash, then that language isn't going to resonate with them."
• Jacqueline Snyder [30:08]: "Good messaging, good marketing should spark curiosity and make your customer lean in and say, tell me more."
• Jacqueline Snyder [48:34]: "So can we say 2000? You made 11,000 last year, so you were on average already at that. So can we push you to 2,000?"

Final Thoughts

Episode 687 of The Product Boss Podcast serves as a comprehensive guide for product entrepreneurs grappling with inconsistent sales and unclear product messaging. Through the coaching session with Kaylee Morris, listeners gain valuable strategies to refine their product lines, enhance their marketing communication, and implement effective sales systems to achieve their financial goals. Jacqueline Snyder's expert advice emphasizes the importance of clarity, focus, and strategic follow-up in building a successful product-based business.

Listen to more episodes of The Product Boss Podcast for actionable insights and strategies to elevate your product business to the next level. Don’t forget to subscribe and leave a review if you found this episode helpful!