From time to time, our heads get full of business stuff. 

This situation can occur when sales are plummeting, and solutions are desperately needed.

Conversely, it can also happen when you have more sales than you ever expected come flooding in.

In either case, not seeing some clear wood for the trees can occur.

Here’s an example of the latter

An online consumer retailer I work with, a small but thriving business has three core channels that bring in sales; their website; Amazon, and Etsy.

The most profitable channel is their website because there are no commissions to pay to Amazon or Etsy.

Amazon produces heaps of orders, but Amazon is also very demanding. Some users would say it’s a bully.

It puts any business who uses it under tremendous pressure to meet deadlines and threatens companies that miss those deadlines with removal from their platform.

Therefore, there is always pressure to handle Amazon orders as a priority even though those orders are less profitable.

Don’t get me wrong; this isn’t a missive against Amazon. Business is business.

Instead, it’s a demonstration of how the fundamentals can be obscured when things get busy.

My client’s website was almost as busy as Amazon, but those website clients, many of whom were loyal repeat buyers, were receiving a lower service when measured by delivery times.

And this, despite them, being the most profitable clients.

Because, apart from margins, their orders tended to be much bigger than those placed by Amazon customers.

My client, the owner of the business was getting more and more stressed even though sales were at an all-time high.

The production schedule within the business could not meet the demands placed upon it and loyal, longtime clients were receiving lower levels of service.

Our external view was applied to the problem.

Now, instead of changing work and staffing practices to suit Amazon, my client only markets through Amazon when they know their website clients will receive the highest priority for service and delivery.

The production schedule now drives marketing

The goal of increasing sales to record levels has already been achieved. To increase them again will depend on improvements in production capacity. 

As capacity increases, we turn up marketing on Amazon and Etsy if website orders leave some space to fill. 

Marketing to existing clients and adding content to the website remains ongoing.

It’s an example of the unfussy sales thinking we apply in our work. 

If  you would like some applied to your business, email 

Click here for more on unfussy sales thinking

Published On: November 25th, 2020 / Categories: Direct Marketing, Inbound Marketing, Marketing Strategy, Sales, Small Business Marketing /

Sign-up for emails you’ll want to receive

Daily emails on sales, marketing and team development.