There are two types of shops. Those who do custom-made to order products and those who create inventory ahead of time. Today, I’m talking to the latter- those of you who create inventory ahead of time to sell.
If you are the former-those who make to order- and you have a product that isn’t selling, my advice for you is super simple… Stop making the item! Haha.
Ok, now to those who have inventory already made but a product that isn’t selling.. This is such a tough place to be in!
You have a high-volume store, so you know when you introduce a new product or variation of a product you already sell, you are always taking a risk on whether or not it’ll sell.
In my opinion, it’s one of the most difficult parts of running a business of this kind.I can’t tell you how many times I would have something selling off the shelves and then I’d run out and I’d go to order it again and it would take a few weeks to get it back in stock. Then when it was available again, it wouldn’t sell nearly as well. Sometimes things are just trending or seasonal for a really short time and you ride that wave but you never know how big the wave really is.
Another scenario may be that you had a product that used to sell really well and now it isn’t selling as much, but you still have lots of that product left.
So, what to do? My first question to you, and what I ask those I coach, would be- is your product being seen? In my last podcast here, I talk about SEO and keywords.
If you feel like you’ve done everything right and Etsy still isn’t pulling up your listing to the point that it’s getting traction-deactivate it.
There are those who will tell you to just deactivate it and then re-list the same listing. To that I would say, if the Etsy algorithm isn’t picking it up before, it’s probably not going to pick up the same listing just because you re-listed it.
Instead, built a whole new listing. Not just one time but two or even THREE times. For each listing, use different pictures and different keywords. Listing all those listings together and seeing what happens to each one is a great way to get lots of data at once on whether or not your product is going to sell.
Another strategy is to move that product up the top of your store. It doesn't need to be long term, just for a few days to see if it makes a difference in terms of views and sales. People in your store are generally going to be your target audience. So if they are seeing that product first thing and it still isn’t getting any traction, chances are it’s probably not going to sell.
What About If You are Getting Clicks and views but no sales?
What if you see the love, but not the $$? This usually means one of two things-
You price point is off (aka too high)
You description is off
Before you resort to discounting your product, first take a look at your description. For more help on what a description should be (and what it shouldn’t be) check on my 3 P’s podcast here.
If you’ve done everything we’ve talked about above-rebuilt the listing a few different ways, switched up the keywords, brought the product to the top of your store, created a great description, and your product STILL isn’t selling, it’s time to look at the price.
We’re all subject to it. If we can buy the same product for cheaper, we will. It’s as simple as that. It happens to me everytime I’m in Barnes and Noble. I find a book I like and I want to buy, and the first thing that goes through my head when I see the price is, “I bet I can get it on Amazon for cheaper.” And I can.. So that’s a hard sell.
Personally, I”m all about the discount. I even tell those I coach to discount their best sellers. Because when you’re lined up on Etsy next to a bunch of products similar to yours, what’s ultimately going to get people to click on your listing? The price!
But that doesn’t mean there isn’t an opportunity to be creative… One great option is to offer a bundle. Pair your product that isn’t selling as well with one that does sell fairly well for a discounted rate. If your product is $20, pair the one that sells fairly well with the product that isn’t selling for $30 and boom. They feel like they’re getting a deal while you’re recouping your losses for what you paid on the product that isn’t selling- win win.
Remember this…
Having products that don’t sell is a totally normal part of owning an inventory based business. We all buy stuff that doesn’t sell sometimes. It’s just part of the deal. So don’t get down on yourself when (not if) it happens. Just recoup your losses, and get back in the game
Comments