#004 - Why your product or service still isn't selling

Host Samantha Noelle explains that “build it and they will come” isn’t business: your job is to serve customers, and if sales are stalled, more ads, discounts, giveaways, and frantic content usually won’t fix it. 

Using a stressed clothing-brand owner’s forum post as an example, she warns against cheerleading advice without context and urges women to take emotion and nervous-system overwhelm out of decisions. 

Her process: strip back to basics, review margins and fixed costs with an accountant, work backwards to break-even goals, then clearly define your ideal client, market saturation, positioning, and what makes you different. 

She emphasizes using data and customer conversations, clarifying the transformation and perceived value, strengthening certainty and visibility, refining systems, building trust before scaling, and pivoting based on what the market is actually telling you.

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Transcript

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Many women who start a business likely thought if I will build it, they will come. And this is not field of dreams, guys. We are not Kevin Costner, and this is not field of dreams. This is business. And a business exists to serve customers. You have to remember that. Your business exists to serve customers. Hey ladies, if your product or service isn't selling, I'm gonna tell you right now that throwing more money at ads, discounts, and content is probably not your answer. Hey, I'm your host, Samantha Noel, and you are listening to the Overcome Her podcast. This is episode number four, what to do when your product or service isn't selling and why it might not be. The other day I was on a forum for female entrepreneurs, and somebody had posted in there and she was really stressed out. She was about ready to give up on her business, and this group is quite large, and she was saying that she was finally being honest with herself and she was admitting defeat on her clothing brand. She admitted that she was still battling the issue of reaching her target audience. She had started her business around 2020, it sounds, and then around 2022, she closed it for a period of time and then opened it back up in 2025. She mentioned in her post that she had tried everything. She said she had done the discounts, the giveaways, staying active on multiple social platforms, running sales, going live on TikTok, etc. And she was emotionally drained and just ready to give up and go back to her nine to five. And honestly, I don't blame her. I get it when you just feel so defeated and you feel like nothing is working, you think this must be a sign I'm not meant to do what I felt called to do. It sounds like what she went through was just beyond exhausting, and most people would want to give up if they were her. She admitted in her post that she knew she needed professional help, but she was asking a group of women who knew nothing about her business or her ideal client for advice. And that was likely her first mistake, unless she was just looking for sympathy and cheerleading. Because often the women in these spaces are really quick to give advice that if the woman actually listened and followed would likely have her even more dizzy and emotionally fried than she already is. And I know that the women in these forums and these groups are really well-meaning, but in order to give any kind of real solid do this kind of advice, you need more context. You can't tell somebody to just do more sales, you can't tell somebody to just go here, do this, or do that because they might have already tried, that might not work very well for them. So some of this advice, while it's well-meaning, if you don't ask more questions, you can't give that kind of advice. However, the vast majority of women that actually posted in reply to this woman's post, and there were over 70 comments. Most of those comments, again, well-meaning, were just championing this woman and telling her to just keep going and just keep believing and it's okay. And honestly, I think that this might be worse because the answer might not be to keep going. Now, I've said it before, and if you guys listened to one of my previous podcast episodes, then you would have heard me say that in your first year you should expect a loss. And if you break even or make a profit, yay, you did great. Your second year, your goal should definitely be to break even. And if you finish the year with a loss, then you need to have a serious evaluation of your business and what you are doing. Your third year, you should realize a profit. And if you don't, it's again time to consider if you have the correct business model and make any necessary changes before going forward for your fourth year. I did end up in true fashion of myself giving this woman some advice, but my advice wasn't like the rest of the women. Here's what I told her. First of all, I apologize that she's going through this. I acknowledge the fact that she is going through a really tough time emotionally and mentally, and I get the wanting to give up and go back to what was comfortable. And I will note that this woman definitely has a faith background, so she really felt like she was being backed by God on this. So I get that double whammy even more when you feel like God has called you to do something and God's gonna help you in something, but it's just not working out. I get that double whammy, it's just it feels like did I not hear from God? Am I losing my marbles? Was I never actually supposed to do this? It can really make you question yourself and your own connection. And sometimes it's not that God didn't want you to do the thing or doesn't want you to do the thing, it's just like that example where there is a flood and somebody is up on the roof of their house and they have no way to get anywhere, and they just start asking God, God help me, and God sends them a life raft and they say, Nope, God's gonna help me. Then a helicopter comes along and the person says, Nope, God's gonna save me, and then a navy ship comes along and the person on the roof says, Nope, God's gonna save me. Obviously, we all know the end of this story. The guy ends up drowning, and when he gets to heaven, he goes, God, why didn't you save me? And God goes, I sent you a life raft, I sent you a helicopter, and I sent you a navy ship. What more did you want? So sometimes when you do believe that you are being guided by something bigger than yourself, we can just think that we're gonna get rescued as opposed to we're actually meant to change course a little bit, and maybe we're actually meant to ask for help, and maybe we're meant to learn something, and the only way we're going to learn is if we stop beating our head against a wall and stop trying to do it in the way that we think, and maybe just ask for help or look at things from a different lens or try a different approach. Getting back to what I did reply to this woman and the advice that I would give somebody in this situation is one, throwing more money at the wrong things, discounts, viral reels, etc., will not help. So let's just go back to basics, just the very basics, strip all of that away. And the second thing I said was take all the emotion out of this right now and think purely from an operational standpoint. Think of your business as a child and ask what does this child, and I put in brackets and business need to survive. Now, maybe the answer is to shut down, and maybe the answer is to do less. And I'm gonna elaborate on this second point a little bit more because I can do that here on an open forum like a podcast before I get to the third point. So when I say think of your business as a child, often as women, we get really emotionally attached to our business. Men have a far better time at separating the business from themselves. Now, that doesn't mean that men don't completely throw themselves into their work, but men tend to be better at looking at what the business needs to actually survive and not just survive but thrive to do really well because often men tend to look at the business as I've got to provide for my family, I've got to provide for myself, I'm trying to build something. Women, we tend to build businesses out of passion, out of I don't want to work nine to five, out of a feeling that we're being called to something greater than ourselves, and so we can have that emotional attachment to things that sometimes doesn't allow us to see it objectively and as something separate from ourselves. So, what does every single good parent do? Every single good parent knows that I have this child and I have 18 years to get it as right as possible so that when this child goes out into the world, it can survive. And so when I say think of your business as a child and ask what does this child need to survive, and in this case, obviously, child means business, it means what does this business need outside of you because you are separate from it in order to thrive. This is where you have to take all your emotional wants, needs, and desires out of the business and go, what does it need to survive? Point three that I wrote. I said, have an accountant help you really review your margins and where you're spending money, work backwards, figure out what you need financially to be operational, give yourself a real salary and that number too. And when I say work backwards, what I mean is figure out what is the absolute basic amount that you need just to break even, figure out that number, and then figure out okay, if I know that my margins are 30% on my clothing, how much clothing do I need to sell in an entire month just to break even, right? Because if I've got a 30% margin, how many in my average piece that I have? Now you're gonna have pieces that are all different prices, but if you figure out what's the average that I have, and I think that's a great way to think about numbers instead of getting bogged down in all the minutiae of dollars and cents in absolute detail, you really just want to work in averages because you just really want to figure out as quick as possible what's the number I need to focus on. You're going to take what is the average value of an item in your store, and maybe you have ranges from $50 to $250. Okay, so I have X amount of pieces at $50, I have X amount of pieces at $125, I have X amount at $200, and I have X amount at $250. And that's going to give you an average of one piece. And then if you've got whatever your average margin is, typically retail will stick with the margin, they'll pick 50% margins, 100% margins, whatever your margin is, how many pieces do I need to sell at this margin in order to cover my fixed costs? That gives you now a goal to work towards is just breaking everything down to a very basic financial structure. And a lot of people, I know I'm going on again before I even give you guys point four, but a lot of people fail to understand how important accounting and finance is to your business, even when you're really small. And what they tend to do is they tend to pay the bare minimum for bookkeeping that gets done at the very end of the month, and they'll throw a ton of money into advertising, and half the time, half of that advertising isn't even going to the customers that they need to and want to serve, and who are going to buy their things. So it's a really good idea if you don't understand accounting and finance, and I'm not just talking bookkeeping because bookkeeping is typically just data entry and then spitting out your profit and loss at the end of the month. I'm talking about the accounting and the finance that's going to help you understand the numbers I just talked about. If you don't have that basic understanding and your business isn't doing well, even if your business is, you need to hire somebody who does speak that language and who can speak it back to you in a way that you understand that's going to help you grow your business. And this is coming from somebody who is an accountant. So it's really important to invest in that, especially if your business isn't doing well, even more so if your business is doing well. Now, once you figure out all those numbers, then you need to figure out, and this is point four that I wrote, figure out who your ideal client is. What sets you apart from other retail companies in your area, and how saturated is your market in your area? All of these questions need to be answered honestly and without emotion. You really have to figure out where you're going to go in order to reach your ideal client. Otherwise, you're just guessing. So, point number five, then figure out am I even in the right space, place, niche, and venue? What does my ideal client, customer need and want? And am I delivering? Maybe your business needs to be online. Maybe you need to offer personalized shopping and styling. Maybe you need better pricing, higher, not lower. Or maybe they can buy the same thing online. My biggest piece of advice to somebody struggling in this situation is take all emotion, meaning your nervous system response, out of your business decisions right now. And I said, it sounds like you've done a bit of whack-a-mole. And right now, you need to come from a calm, grounded, super knowledgeable place. The data is already telling you where the friction in your business is. So just step back, listen, and see what is being shown to you through the data. So my overall message to this woman, and I really do hope she does turn things around, is don't make business decisions from nervous system overwhelm or panic. This just creates more chaos. I also reminded her that her business is already showing her where the friction is through the data. She probably needs to spend more time looking at the data instead of just trying to guess. I told her to step back, observe, and lead calmly instead of playing whack-a-mole. And this is where, as women, and this is just innate within us, we really need to learn to take the emotion out of our business as much as possible and just lead from that really calm place. Okay, so now let's get into this more because that was a really specific situation and scenario. So I already mentioned that as women we tend to get emotional about our business. And there are so many reasons why women start businesses, but a lot of women, admittedly, we start businesses out of a passion, out of a love, out of an idea. And what happens is when our sales aren't where we want them to be, we often think nobody loves me, nobody wants my product, I'm not worth it, other people are better than I am, other people are more worthy than I am. We start doing the whole kind of comparison thing. When you catch yourself doing this, give yourself a little reality check that hey, this is not true. Your sales do not dictate your value. It's data, it's information. It's almost like when you get that information, you almost need to thank it. Because if it's bad information, you just need to be grateful that it's actually revealing something to you so you can make a different decision. You can just pivot, and that's a really great thing about being a business owner is that you do get to pivot, especially as you are growing and building. Because in the corporate world, if you want to pivot, you know how much red tape you have to go through. Do you know how many people's approval that you have to go through? When you are the business owner, you get to pivot. So sales being low has no reflection of you, has no reflection of your worth or your value or whether you're meant to do this or not do this. It's a feedback for you. It's telling you that something isn't working. So don't panic, don't spiral because you don't want to waste more money on the wrong things, otherwise, you'll be out of money and you will have to close your business down. And I think this is probably why the stats are that nine out of every 10 businesses close down within the first 10 years. I just think that people make too many decisions based on emotion instead of fact over feeling. If the market isn't picking up what you're trying to sell, it doesn't mean that you are being rejected. Can you understand that? And I want you to think about your business right now and think about we've all been there. We've all been there where we're not getting the sales that we want. Maybe if you're on social media, you're not getting the number of likes and follows and clicks and comments that you want, and we personalize it, and it's so much easier said than done. But your product or service being rejected or not being picked up by the market doesn't mean that you're being rejected. Okay, let's talk about the next thing. When we get into that place of chaos, when we just start freaking out because we're not seeing the results that we want, if we can't pull ourselves back in to a calm, neutral, rational state, we end up making really bad decisions. Think about your own life and think about any time where you've been hyper-emotional about something. If you were honest with yourself, those are the times that you've probably made the worst decisions. But if you can step back emotionally from something and you can think about it neutrally and come back to it later, that's probably when you've been able to make a better decision. But often what happens is people don't see the yield that they want, so they start discounting, they start thinking they need to do giveaways and promotions and having people promote their product for them. And I can tell you that I have seen people pay somebody who has a larger following than they have for promotional or giveaway, and it doesn't work, they don't get the sales because it's not landing. People aren't, it's not registering for people. There's not enough of a perceived need or a perceived value, and your panic, your chaos will create really expensive business decisions. Okay, getting into the next point here. The reasons that your offers don't sell is because, like I just said, people aren't seeing the value, they're not seeing the need. Now, again, don't personalize this. It doesn't mean that you don't have value, it doesn't mean that you are not needed. Again, the business is separate from yourself, right? So you've got to find a way to mentally and emotionally separate yourself from the business. Your business is not you, it is something that you are creating. But think about the first time you tried to paint something. Were you Picasso? No, you have to learn the techniques, you have to learn how to be great at it. First, you have to learn how to be first you have to learn the basics of it, then you have to learn how to be good at it, and then you have to learn how to be great at it. It's all learning. People don't understand the value or why what you are selling, whether it's a product or service, they don't understand how that's going to add value to their life because they don't feel a big enough pain in their life without your product or service. So I'm gonna say that one more time. They don't feel a big enough pain in their own life without your product or service. As soon as you can get into their brain, you will understand what they want and need and what their pain points are, so that then you will be able to sell to them using offers that are going to speak to them directly. And until you do that, your offers won't resonate, they will perceive it as non-value, again, not about you, about your product or your service. Another thing is that look, we do live in a world where sometimes you look at what you are doing in your business and you think this is so oversaturated, there's so many people doing this, there's no space for me, somebody else is already doing this. And I want to remind you of something. There are 8 billion people in this world, and there are industries right now, and you're probably in a market where they're where that industry is probably a multimillion or multi-billion industry. So even if you get 0.001% of that, you still make enough to be financially successful. It's not that you need a huge piece of that market, you just need a little bit of that market, and if you look like the next guy. People will have a harder time buying from you. It's harder to come to people with an offer for a product or service if they don't understand how you're different from where they've already been buying from. People buy when they know and trust. There's a stat that I heard a long time ago. A brand has to be seen in three different places before it becomes memorable and recognizable to people, and where they start getting that brand top of mind. And I always think about Nike and I think, okay, what did Nike do? They had advertising in sports, they had advertising on billboards, they had advertising in magazines, they had advertising on bus stops. They were in multiple places. Now, if they had only been in one of those places, they wouldn't have got into people's minds as quickly or as often. But they were smart and they knew how to do their marketing and their advertising. So they showed up in multiple places and look at them. Hugely successful company, whether you agree with all their practices or you don't agree, they're still a very successful company. So how are you separating yourself out from somebody else who already does and sells the same thing as you that people already have been buying from, that people already know what they can expect? And that's where it is good to know what your competitors are doing because then you look at yourself and go, what gives me the advantage? What gives me the edge over them? Is it my proximity to my customers? Is it my service? Do I know that my competitors have bad service? Do I know that my competitors have horrible refund or return policies? Do my competitors not deliver the same value in terms of their services? You have to know what your competitors are doing and how you have the edge or the advantage over your competitors. And there will be certain things that will be completely intrinsic in you that they can't replicate because they don't have it. Everybody's sauce is a little bit different. You have to know how your sauce is a little bit different than your competitors, and that's what you're going to capitalize on. That's how you're going to stand out. Because then what will happen is there will be people who will be buying from your competitors, and they will look at you because they'll start to see you often enough, however, you decide to advertise, and they'll think, Wow, she gets me. I need to go and figure out what is she selling? I need to have what she's selling because she gets me. Her product or her service is a little bit more geared towards me and what I need and what I'm looking for. And even if you only get 1% of your competitors' current customers, that's great because then that will snowball and that will get bigger because there's people that haven't been buying from your competitors that will then see what you're selling and want to buy from you because they've been waiting for somebody like you. Next point that I want to talk about is sometimes, and I think this is where a lot of women have to be really honest with themselves, is that sometimes we are actually really truly afraid of stepping out and putting ourselves fully out there. So maybe we think that we've been trying everything, maybe we think that we've been doing all of the things that we should be doing, but maybe we've been doing it, if we were honest, a little bit fast. Maybe we've been doing it in a way where we are afraid that if we fully step into our power, if we're fully visible, that then we're going to get rejected. And if we're rejected, it means something about us. And then we end up getting rejected because we don't really put ourselves out there, and then we can go see, I was right, I knew I was gonna get rejected, I knew this wasn't gonna work, and somebody might say, Who starts a business with the plan that it's going to fail? And it's not that we start a business with a plan that it's going to fail, but if we have a deep-seated wound or emotional fear around visibility and being seen, which to be honest, a lot of women do have it, then we're going to act from that place subconsciously. So maybe we're not really taking the chances that we need to take. Maybe we're not really putting ourselves in the places that we need to put them in to put ourselves in, because that would require us stepping out of our comfort zone and actually putting ourselves out there. Weak positioning of our offer often comes from weak certainty. Okay, last point here. So this is where we get grounded, this is where we get real. I've given you guys all the kind of what could be going on, and this is where we're gonna talk about what I would do. First thing, you've got to gather information, you've got to stop thinking that you need to just do more, you need to pause, you need to gather all the data that you can. Men lie, women lie, numbers don't. So look at the data, look at the numbers, look at the feedback, see what's actually happening. You want to study the people who are actually buying from you or who could be buying from you because your buyers, your customers are telling you something with data, and that data is widely available even before the internet, now it's just more available because we have the internet, so there's a lot of ways that you can search and figure things out online through what your ideal client wants and needs, as well as just having conversations with your actual customers. So you want to have conversations with your customers. Here's a question I have: are you in business for yourself or are you in business for your ideal customer? And you will know that answer by answering this question. Am I adapting my approach to my business by paying attention to what my ideal client or customer wants and needs? The woman that I was speaking about earlier, who said that she had tried everything to reach her ideal client, had likely not spoken to her actual customers and asked for feedback. She, like many women who start a business, likely thought if I will build it, they will come. And this is not field of dreams, guys. We are not Kevin Costner, and this is not field of dreams. This is business, and a business exists to serve customers. You have to remember that. Your business exists to serve customers. And I'm going to say this as lightly as possible, but honestly, because women need to hear this. Most women are too emotional about business. And being emotional is not a bad thing. It makes us wonderful mothers, caring partners, and a softer half to society. But most women who say, I have tried everything and nothing is working, usually haven't tried everything. I'm sure that they have tried many things, but not everything. And the honest, hard truth is that they have probably been trying all of the wrong things or some of the right things but in the wrong way. They've been throwing spaghetti at the wall, hoping it will stick. But you have to get inside your ideal client's mind. You have to know what they want, what they don't want, what keeps them up at night, where do they like to shop? What does their day look like? How were they raised? What do they want to do in their spare time? What stresses them out? What are their hopes, their dreams, and their fears? If you can't answer these questions about your ideal client, then you have not spoken to them, you haven't listened, you haven't asked, you started a business and assumed it would work because you felt led to it or because you delusionally believed in yourself. And hey, I want you to delusionally believe in yourself, and I delusionally believe in you, but with that delusion has to come practicality. Your customers have a need for you, they want you to service them. But if you don't really listen to them, your business will mildly succeed and you will have created a job for yourself at best, and at worst, you will have failed and head straight back to the nine to five that you so desperately wanted out of. I'm gonna talk about case study here. Did you know that Arterics has an ideal customer and that they created this customer years ago? I recall back in 2010 learning about this, and I thought it was both equally weird as F and insanely smart. They have a name for that customer, they know where that customer works, what that customer does in their spare time, how they think, feel, and respond to situations, and then they build a premium product for that customer. They build products for that customer specifically. And look at our Terix now. They are synonymous with quality, their products are charged at a premium because they already knew their ideal customer could afford them because they already knew who that person was. He had a name and that customer pays, and in their marketing, they have attracted their ideal customer and more. That's the power of knowing your ideal customer or client. If you don't know that, then your marketing and advertising attempts will be the equivalent of throwing spaghetti at the wall and hoping that it sticks. And I've done this exercise with women before where I have asked them, give me your ideal client, and they get vague. She's between this age and this age. Okay, that's great. What I want is I want a person. I want you to design your ideal customer. I want you to think about who is that customer when she walks into your store or when she emails you or when she calls you up for your service or your product. What is her name? What is her age? What is her problem? Where is she in her life on that exact date? What is happening? You give her everything like a first name, a middle name, and a last name. You give her details, you make her so real, and you get inside of her head so that when you are marketing and advertising, you are always speaking to her. And you might think if I do that, then I won't service anybody else because it's just this one person. Let me remind you, there are 8 billion people in this world. So if you create your avatar, you create your ideal customer or your ideal client, and you're always speaking to them, even if you're only attracting 0.001%, because the odds are that there's probably 0.01% of people who are just like that in this world, those sales are going to be very material for you. Those sales will actually mean something to your bottom line. So it's not a bad thing to niche down so much. And again, you will always attract more than just your ideal client, but that's who you're speaking to. You will attract other people that are similar or have some degree of similarity as your ideal customer or client. So it's not a bad thing, it's a really good thing because it means you're going to spend money in the right places. So, what else do you need to do? You also need to clarify the transformation. I've talked about transformation in my previous episodes. Transformation is about why should people buy from you? Again, going back to why do they buy from you and not the person that they've already been going to or the business that they've already been going to for years that they already know like and trust, or how do you get part of the market that hasn't even experienced your product or service yet because they've been waiting for somebody like you to come along? The transformation that they are going to get by working with you has to be very clear to them. It has to be understandable. And this doesn't mean talking at them or talking to them and telling them, it means showing them. You have to take them on an emotional journey through your advertising, through the way that you're communicating to them, so that they recognize the pain point of not having your product or service. So that's the transformation because then they realize oh, once I have this, then my life improves. That's when people want to spend money, that's when people want to buy things, is when they recognize that there's going to be some improvement to their life and that there's a big enough pain in their life, and you need to get really good at communicating that. Transformation happens whether you are in service or retail. If you're in retail, how do your products improve someone's life? Do you know why the dollar store is so cheap? Because the products won't last and they don't really improve people's lives. They fill a gap, a short-term need. But somebody wants something cheap and they don't care about quality, they will go to the dollar store. But people who care about quality will go to Williams and Sonoma or higher-end art store for household and art supplies. And people pay because they are seeking quality. They're seeking something that they can rely on and depend on, and they know by paying more and going to this place, they're going to get something that's going to transform the way that they cook, the way that they entertain in their home, the way that they create beautiful things. The next thing, stop emotionally reacting every time that something doesn't go right. You can get into business because of passion, desire, and emotion. Just don't run it based on emotion. Feelings and emotions change. So you yourself need to stay steady. You need to realize that this business is separate from you. You are the captain and it is the ship, and you are responsible for steering it correctly. The other thing you want to do is make sure that you refine your systems. So what systems do you have in place so that you can grow and scale the business without unnecessary friction? There will always be friction when you grow and scale, but how can you minimize that friction? And how can you make it so that the business can outgrow you? If you don't make your business so that it will outgrow you, you've just created a job for yourself. The last point that I want to make is strengthen trust with your customers before you scale. Now, sometimes starting smaller is better. Maybe you start doing pop-ups, businesses run out of a vehicle, renting out a portion of a studio or a store instead of committing to the whole thing before you know if the demand is really there, you want to build up visibility first, which will help you build that trust. And as more people know, like and trust you, they will naturally want to buy from you. That's why we buy. Emotionally mature business owners don't just ask, how do I sell this? They ask, why is the market resisting in the first place? And what do I do to meet what the market is wanting and needing? And then they fill that need. Alright, everyone, that is it for today's episode. I'm your host, Samantha Noel, and you've been listening to the Overcome Her Podcast. And you can feel free to email me with any of your suggestions to the overcomeher podcast at gmail.com. Again, it's the overcomeher podcast at gmail.com. And I would love for you to join my community, Built for Profit. It's a community of female entrepreneurs where we share tips and questions and insights to help you grow operationally in your business and move from chaos and dysfunction and stress to calm, cool, collected, level headed, operational leader, boss babe. Alright, thank you guys so much. I hope you all have a wonderful day. Wishing you so much continued success in your businesses. And also, I'm on Instagram as well, Samantha Noel Co. Feel free to join me over there. Would love to have you. Have a great day. See you guys soon.