Stop Creating New Products — Sell What You Already Have 

In one of our product businesses, we had built a pretty full catalog.

We had different products, different versions, and plenty of ideas for what we could make next.

But when we actually looked at the sales report, one product was bringing in close to 90 percent of the sales for that part of the business.

Ninety percent.

And somehow, we were still sitting around talking about what new product we should create next.

The customers had already told us what they wanted.

We just needed to stop looking past it.

That’s what we’re talking about in Day 3 of 30 Days to More Sales.

Because one of the easiest things to do when sales feel slow is convince yourself you need something new.

A new scent. A new size. A new collection. A new version. A new SKU.

It feels like growth because there’s something exciting to work on.

But every new product comes with inventory, packaging, photography, product pages, emails, ads, warehouse space, and more cash tied up before that product makes its first dollar.

Sometimes the better sales opportunity is already sitting on your shelf.

In this episode, I’m showing you how to look at the products you already sell and identify the one that has earned the right to lead.

Because the product may feel old to you, but the customer who discovers your business today has never seen it before.

You don’t always need something new to talk about.

Sometimes you need to do a much better job talking about what already works.

IN THIS EPISODE, YOU’LL HEAR:

• What we learned when one product was generating close to 90% of the sales in part of our business
• Why product-business owners are naturally drawn to creating something new
• The hidden costs that come with adding another SKU
• Why being tired of your product doesn’t mean your customer is tired of it
• What happens when every product in your catalog is fighting for equal attention
• Why one proven product should be allowed to lead
• How a lead product can work across Amazon, Shopify, Walmart.com, TikTok Shop, Etsy, and wholesale
• The five things I look at before choosing a product to put more marketing behind
• How to choose one lead product for the next 30 days

THE FIVE THINGS TO CHECK

Before you decide which product should lead, look at these five things:

1. Sales
Which product are customers actually buying?

2. What You Keep
After the main costs connected to the sale, does the product leave enough money behind to make it worth growing?

3. Proof
Which product has strong reviews, customer stories, repeat purchases, or other proof that customers want it?

4. A Clear Problem
Can a customer quickly understand what the product does and why they need it?

5. Inventory
If your marketing works, can you keep the product in stock and fulfill the orders?

You’re not looking for a perfect product.

You’re looking for the product with enough evidence behind it to earn more of your attention.

YOUR ONE CLEAR NEXT STEP

Pull a sales-by-product report for the last 12 months. If you haven’t been in business that long, use the longest period that gives you a good picture.

Put your products in order from highest sales to lowest.

Then take your top three products and compare them using the five things above:

Sales. What you keep. Proof. A clear problem. Enough inventory.

Then choose one product to lead for the next 30 days.

Finish this sentence:

For the next 30 days, __________ is our lead product because __________.

Not three lead products.

One.

Give that proven product a real chance to lead before you start creating its replacement.

RESOURCES MENTIONED IN THIS EPISODE:

Free Lead Product Plan

I created a free Lead Product Plan to help you compare your top products, choose the one that should lead, and build a simple 30-day plan around it.

Inside, you’ll get:

• The five-part Lead Product check
• A simple way to compare your top products
• Examples for Amazon, Shopify, Walmart.com, TikTok Shop, Etsy, and wholesale
• A 30-day plan to help you put more attention behind the product you choose

Get the Lead Product Plan FREE at BeckyJAnderson.com.

30 DAYS TO MORE SALES

This is Day 3 of 30 Days to More Sales.

For 30 days, we’re looking at one place your product business could be losing sales and giving you one clear next step to fix it.

One problem. One fix. One clear next step.

COMING NEXT

Day 4: How to Build a Monthly Product Promotion Plan

Once you know which product should lead, the next step is giving it a real reason to be seen, talked about, and bought.

Tomorrow, we’re taking that lead product and putting it on the calendar.

MORE FROM ME

Visit BeckyJAnderson.com for the podcast, free tools and worksheets, and ways to work with me.

Follow me for more practical help with sales, marketing, money, and growth for established product-based businesses.

SUBSCRIBE & REVIEW

If you’re building a product business, make sure you follow Product Biz Made Easy so the next episode in the 30-day series is waiting for you.

And if the show is helping you, I’d love it if you’d leave a rating or review wherever you listen. It helps more product-business owners find the podcast.

One problem. One fix. One clear next step.