Podcast Episode

TRANSCRIPT

If your sales have dropped, marketing won't fix your sales problems in 2026. Something I'm seeing a lot of right now, especially here in Australia, is this narrative that people just aren't buying. Costs are high, cost of living is going up. I understand all of that. And yes, people are more cautious, but cautious doesn't mean people aren't spending.

At the end of 2025, consumer spending actually increased by over 77%. So people are still buying. They're just being a lot more intentional about who they buy from, what they're buying and why they are buying. And this is where I think a lot of business owners at the moment are getting it so wrong. They are stepping further away from their ideal clients instead of getting closer and on the floor with them.

Because when sales feel inconsistent, a lot of people think that they just need to push harder in marketing or be louder or be across more places or do more. When in reality they should be actually getting on the floor with their ideal clients. So instead of asking, do I actually understand what my client Right. Needs right now, they're actually not even thinking from that point of view. I was speaking to a client just yesterday and she said her March sales have been the biggest sales she's had in March.

So of course, as a curious person that I am, I asked her why, and she said to me, which made me really happy, is that we're more in touch with our customers and our marketing is more on point and clearer on how we are helping people rather than just putting things out there. That's it. That's exactly what we've been focusing on. Same market, same economy, different result. And so when I've been working with her, I wanted her to be so clear on why people would buy from her, from her.

If you ask someone else, they'll say that people aren't spending, the market is slow, no one is buying. You know, the economy. Everything else is the reason as to why their sales are down. But I find those assumptions have no real insight. There's no real data and facts around that.

So instead of asking, why aren't people buying, ask yourself a better question. Where am I in relation to my ideal client right now? If things are changing for your ideal client, you need to change with them. So you want to know, are you actually on the floor with them or am I speaking at them from a little bit more of a distance? Am I understanding what's going on from for them in this current market?

And I see this showing up all the time in content, right? There's people that are, you know, posting about travel and flying, business class and lush luxury experiences and living at this certain level. But if you're trying to target your ideal client that's earning a hundred under 100k or less, or they're feeling the pressure of rising costs, there is a complete disconnect here. And then what'll happen is they'll turn around and blame the market or they'll say that, you know, people aren't buying or the markets change. But.

But the reality is that their messaging is just not meeting their ideal clients where they are. They're not in the head of their ideal client. And this is the kind of relevance that we need to understand so that we can keep driving your revenue. It's not about visibility, it's not about volume. It's literally about the relevance.

And are you connecting in with your ideal client? So if your sales are feeling inconsistent right now, or things have changed for you, before you assume it's the economy or the algorithm or the market shifting or the way people are buying, I want you to come back to this. How well do you actually understand your ideal client today? Not six months ago, not 12 months ago, today. And is everything that you are saying connecting and showing them how to work with you, or are we just constantly selling?

I want you to be really clear that you need to meet them where they're at, not where you're at. Because if we keep pushing and not connecting, our sales just don't match and sales don't slow down in uncertain markets, lazy messaging, poor sales processes, and lazy salespeople get exposed. So I want you to be really clear on who your ideal client is. And if that has changed, you need to change with it. If your ideal client is having a different experience out in the world at the moment, you need to get on the floor with them and understand it.

Because if you don't do that, your sales will absolutely drop. The other thing that I want to share with you is in. I've had a couple of experiences in the real estate market recently. Some of my clients are in that space as well. And I got this call from a client that said, oh, you may have seen that the market has crashed.

And I thought, okay, cool. And I said, are there still places on the market to sell? And she was like, yes. I was like, okay, cool. Are those houses selling?

Some are a little bit slower, all of that, but what I'm finding is that sales agents are saying that the market's dropping and all of that, when really maybe they haven't actually known how to sell in a real way when things change. So if you're listening to this as a sales owner, business owner, you're not a sales owner, obviously a business owner or someone that is in charge of sales within your business. I want you to be really clear. Are you getting on the floor with your ideal client and are you showing them why they would work with you, the outcomes and benefits that they will get, and the true value of what it's going to be like working with you? Until next episode.

I look forward to chatting to you soon.