Some people are raking in money. Daily rental incomes of R10,000 or more on the Atlantic Seaboard. Others have ecommerce stores that seem to print cash while they sleep.
They’re in the money. They’ve cracked it.
And it stings, because you might not be.
Maybe you’ve gone days—weeks—without a sale. Maybe you’re doubting yourself. You’re working hard, doing the admin, posting on social media… but nothing is moving. The silence can be deafening.
So what’s wrong?
One common problem is this:
You’ve created something nice to have, not something people need right now.
No urgency. No high demand. No sales.
Step One: Diagnose the Problem Honestly
It’s tempting to blame the economy, the market, the algorithms. But what if the real issue is that your offering doesn’t solve a clear, burning problem for your customer?
Many entrepreneurs fall in love with their idea. That’s not a crime—it’s human. But falling in love with your product doesn’t mean customers will too.
In fact, they won’t even notice it unless it speaks directly to something they care about.
Step Two: Get Out of the Bubble
If your product or service isn’t selling, stop flogging the same dead horse. Go into research mode:
• Visit markets and malls in your area. See what people are lining up for. What’s moving? What’s not?
• Browse online stores and marketplaces—especially local ones. What’s trending? What are the bestsellers?
• Talk to potential customers. Ask what they’re struggling with or what they wish they had more of.
• Check the competition. What are they doing that you’re not? Pricing, packaging, wording?
This isn’t stealing. This is being smart. You’re gathering market intelligence.
Step Three: Be Willing to Pivot or Tweak
You don’t always need to scrap everything and start over. Sometimes it just takes a small pivot:
• Change the positioning. Maybe you’re marketing your product as a luxury when people want a necessity.
• Repackage or bundle. Offer a small starter pack or a value bundle.
• Simplify. Too much choice can overwhelm. Focus on one clear, easy-to-understand offer.
• Add urgency. Limited-time deals, local delivery, or value-adds can move people to act.
And if your current offering is truly not landing—be honest with yourself. Sometimes the bravest thing you can do is stop, regroup, and start fresh with what the market actually wants.
The Market Is Always Talking
If your product or service isn’t selling, don’t take it personally—but do take it seriously.
The market is always giving you feedback. Through silence, through low engagement, through poor conversion. Listen closely.
The winners in business aren’t always the ones with the best ideas—they’re the ones who adapt fast and serve real needs.
So don’t just keep slogging, hoping something magical happens.
Refocus. Rethink. Realign with the market.
It’s not a failure. It’s strategy.
